Integrated Marketing Communication

Running head: INTEGRATED MARKETING COMMUNICATION
INTEGRATED MARKETING COMMUNICATION
Name of the student
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1INTEGRATED MARKETING COMMUNICATION
Table of Contents
Customer experience research.........................................................................................................2
Persona development.......................................................................................................................4
Recommendations............................................................................................................................5
Persona mapping..............................................................................................................................9
Customer experience map................................................................................................................9
References......................................................................................................................................12

2INTEGRATED MARKETING COMMUNICATION
Customer experience research
Consumer experience research can be understood as the process of gathering data concerned
with the experience consumers have within the organization. It is an important aspect of an
effective CX program that the data gathered regarding consumer experience can facilitate the
companies in satisfying needs of its consumers, ensuring consumer loyalty along with generating
substantial investment return (McColl-Kennedy et al., 2015). However, not all consumer
experiences are positive during and post purchase. Considering same, the current report has the
objective of analyzing the ways in which the consumers or visitors feel about GOMA Brisbane
gallery along with evaluating their experiences before, during and after they visit the art gallery.
Through analysis of such report it will be elucidated that the companies must be able to observe
and act on the positive and negative experiences along with desires of each consumer at all the
touch points as it takes place.
 Age Group- The major target consumer segment of GOMA Brisbane gallery will be
segmented into three consumer groups that are also identified relied on the availability of
their time to visit and purchase from the galleries (Lemon & Verhoef, 2016). Considering
same, the major target consumers for this art gallery includes school-aged individuals
over the age group of 10 years, retired and non-working individuals along with working
and evening class. Target consumers of the art gallery therefore include people of almost
all age group all over Australia. It will be more specific to state that the target consumers
will seek to visits GOMA Brisbane gallery at the time of their free hours of as their
hobby, time-filing activity or as a relaxation form.
 Financial/ Income Group- The target consumers of GOMA Brisbane gallery in
Australia is considered to include the consumers that have an average household income

3INTEGRATED MARKETING COMMUNICATION
of around $25000 to $ 50000. These consumer group based on their household income is
also deemed to attain a steady growth of 36% that can jump within the range of $ 50000
to $ 75000. These amateur artists are basically the retirees that have relatively high levels
of income (Jaakkola, Helkkula & Aarikka-Stenroos, 2015).
For attracting this consumer segment, GOMA Brisbane gallery must take into
consideration their preferences regarding displays in the gallery that can positively
persuade them to purchase along with having an exceptional post-purchase experiences.
A comment from a consumer that indicates positive experience of these income group
consumers after visiting the art gallery is:
“Really impressed with the paintings displayed that is unique and beautifully
represented as per my likings. I just hoped the prices for such paintings to be more
reasonable”.
Rolf Freedman, May 19, 2018
 Lifestyle Segmentation- Target consumers will also be selected for GOMA Brisbane
gallery based on their lifestyle. Based on the lifestyle segmentation it has been analyzed
that the company’s consumers have the professional artists, amateur crafters and artists
that includes consumers that have hobby related with buying modern arts from the
galleries. In addition, lifestyle of these consumers is also individuals that prefer buying
art as a display of loyalty at their homes that will represent their financial and social
status. Focused on such consumer nature, GOMA Brisbane gallery is making great
attempts in taking into consideration offering a such diversity of artwork and more