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whether first time visitors from special interest groups canchange from being Flower Power visitors to permanent MG visitors.
· To make marketing recommendations for cultivating special interest groupsfrom Flower Power to future exhibitions in terms of product, price, place andpromotion.
3 Justification for research and chosen target market
3.1. Evaluation
The Flower Power marketing plan focuses on special interest groups as a targetmarket for this exhibition due to the product which may appeal to them. Thedepartment therefore needs to evaluate whether they are successful in attracting thismarket, the marketing channels which attract them, and to understand whether visitorsfrom this market segment are repeat visitors or first time visitors.
3.2 Audience research
The target group needs to be researched so their specific needs, perceptions andmotivations can be understood as part of the long term audience developmentstrategy. The exhibition is an opportunity to find out more about the segment andtherefore will ‘produce quality information for decision making’ (Hood, 1986) forSGMT’s audience development strategies.
3.3 Market segmentation
To give an indication of the segment, there are over fifty flower arranging andfloristry groups in Sheffield and regional bases for both the National EmbroidersGuild and NADFAS (National Association for Decorative and Fine Art Societies) arewithin a sixty minute drive time radius. The marketing department’s Flower Powerdatabase also holds over 200 individual members from special interest groups(researched from websites to find local gardening club secretaries for example). This
demonstrates that this audience segment is therefore a reachable one, and of adequatesize as per McDonald’s (1995) criteria for segmentation.
4 Information requirements
As Hood (1986) states, ‘audience research is not a casual fishing expedition’,therefore the research requires an information focus so that ‘a cohesive whole’ can beformed. The information needed to fulfil the objectives is highlighted in the belowchart (adapted from Veal, A; 1997):Group Flower Power visitors Special interest first time
visitorsInformation required
Demographics BASIC
(Quantitative)
INDEPTH
(Quantitative and
qualitative)
Perception of exhibition BASIC
(Quantitative)
INDEPTH
(Quantitative and
Qualitative)
Motivation and decision
making
BASIC
(Quantitative)
INDEPTH
(Quantitative and
qualitative)
Barriers to previously
attending
NO INDEPTH
(Quantitative and
qualitative)
How they heard about
the exhibition
BASIC
(Quantitative)
INDEPTH
(Quantitative and
qualitative
What would make them
return?
NO INDEPTH
(Quantitative and
qualitative)In-depth and basic definitions indicate the level of detail required for each informationneed, and highlights the methods which will provide the desired level of informationas outlined in the below strategy.

5 Research strategy
Quantitative
· Conduct a baseline survey of visitors (including those who are not from the
target market) to the Flower Power exhibition to obtain demographic
information such as age, gender; frequency of attendance to the MG; their
perceptions of the exhibition, motivations for visiting and how they heard
about the exhibition.
· Conduct a structured interview following this baseline sample with only first
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