Explore how to communicate your cultural offerings effectively to Home and Heritage:
Tone
Candour and transparency are key for a group who are suspicious of sneaky selling, so a focus on the familiarity of the offer in local media helps.
- While plain-speaking is their number one requirements, Home & Heritage are open to persuasion if appealed to directly with tailored communications that meet their tastes and access needs and offer a complete package, which may involve provision of transport.
- They are not inclined to be risk-taking so familiar pieces, names and stories, adaptations of known works and plenty of local media coverage are important ways of connecting and overcoming concerns and a natural inertia.
Channels
The personal touch is everything, and this group is more willing to pick up the phone and hear about an offer than respond to an ad.
- Broadsheet and tabloid readers, they have the highest index for The Daily Mail, at 28%.
- They have a low reception to (and are even suspicious of) broadcast advertising, and prefer a more personalised approach.
- They respond to tailored/targeted communications, like direct postal mail (and in some cases e-comms), telephone calls and face to face contact
- Light internet users, they are generally technophobic and the least likely segment to use any social networking sites.