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Understanding Audiences Series: Segmentation 

8 May @ 10:00 am 11:30 am

Live Webinar

This webinar will explore how segmentation can help you create more tailored, relevant and effective marketing.

From tailoring your comms to helping you understand your audience’s, segmentation can have real impact on your work. With a focus on ticketed buildings, this session will take you through the key benefits and common pitfalls of segmentation.

Trainer Christina Lister will provide the technical knowledge needed to implement successful segmentation at your organisation. She is joined by Ed Newsome, who will provide a case study from the Sherman Theatre using ‘live’ segments.

Attendees will have the opportunity to ask questions and share their own experiences throughout the webinar.

This session will:

  • Explore the available types of segmentation with their pros and cons
  • Offer an overview of the different segmentation tools available to you
  • Provide tips on implementing, measuring and evaluating your segmentations
  • Outline how the information you collate can be used to predict future trends and help you to adapt to change

Any prior knowledge/experience needed to benefit from this session? 

Attendees should have a good level of understanding of segments already and be using segments as part of their role.

How do I take part?

We will be using the online platform Zoom for this event.

Before booking, please read our online training checklist to ensure you get the most out of this training.

 If you have any access requirements, please contact


Members: Free

Non-members: £55 + VAT

Interested in becoming a member?

Members can access a great range of benefits, including free webinars.

Membership starts from just £70 + VAT per year or free for 3 months if you are between jobs.


Christina Lister | Marketing Consultant  

Christina is a marketing and audience development consultant, trainer and facilitator working with heritage and cultural organisations, with 21 years’ experience as a freelancer and in agency and in-house positions.   

Christina empowers organisations to develop and execute marketing that connects to audiences with purpose and impact.  

Her experience spans museums, heritage sites, libraries, archives, and arts organisations including the Science Museum Group, Museum of London, AIM, Jane Austen’s House and the Museum of Cambridge. She is a trustee of Kids in Museums and author of the book ‘Marketing Strategy for Museums’.

Headshot of Christina Lister
Image courtesy of Christina Lister  

Ed Newsome | Head of Marketing and Communications | Sherman Theatre  

Ed has been an arts marketer for over 20 years. He has worked in receiving theatres, touring companies and producing houses across the UK. He is a well-respected speaker, trainer and session leader and was a Resident Tutor on UK Theatre’s Essentials of Marketing (formerly Druidstone) course for six consecutive years. In 2023 Ed has been a trainer on both the AMA’s Intermediate Retreat (Retreat 2) and the Shared Ambition programme.  

Headshot of Ed Newsome
Image courtesy of Ed Newsome