Our thinking

A successful Affirmation-first campaign at Auckland Zoo

MHM's expertise in audience research played a pivotal role in supporting the success of Auckland Zoo's South East Asia Jungle Track campaign. By leveraging insights from their Visitor 360˚ research project and utilising MHM’s Culture Segments framework, the Zoo developed a compelling campaign that resonated with visitors.

Royal Northern College of Music

Early music was not, historically, an easy sell for RNCM. But, by using Culture Segments- tailored messaging delivered directly to their segmented Tessitura database, the marketing team significantly increased engagement and ticket sales.

The Shakespeare Birthplace Trust – Culture Segments in action

"Before, when promoting an offer, we used to ask ‘Who is it for?’ and were often told ‘Everyone!’. That doesn’t happen anymore.” The Shakespeare Birthplace Trust

Linden New Art – Culture Segments in action

Melbourne gallery Linden New Art used a grant from Creative Victoria to reinvigorate their understanding of Culture Segments and create a more ambitious engagement strategy. Their newly-honed skills in appealing to segments different from themselves has had an instant impact on sales.

Powering up visitor marketing with Culture Segments insights

What happens when you power up adcept testing with Culture Segments? For the Wildfowl and Wetlands Trust, this led to better than expected marketing results right from the first campaign, with a focus on Expression – a segment with high potential for their organisation

Joe’s Pub at The Public – Culture Segments in action

Joe’s Pub is one of the venues at The Public Theater’s Astor Place site in Manhattan. It’s an independent, non-profit music venue dedicated to The Public’s mission to serve audiences and artists alike as an active member of NYC’s creative community.