Explore how to communicate your cultural offerings effectively to Metroculturals:
Busy Metroculturals expect to receive communications that are to-the-point but still acknowledge their refined and varied interests.
- Metroculturals tend to be resistant to overt advertising messages and like to be supplied with enough information and choices to make up their own minds.
- They appreciate that their refined and wide-ranging artistic interests are known and expect these to be recognised and to inform well curated communications directly to them.
- They are the small group of innovators in the cultural marketplace that help to drive the tastes of early adopters and the early majority, so their engagement with, and good opinion of, an event or exhibition in its early stages could be crucial to its long-term audience engagement success.
Personalised communications through digital media are the best way to compete for the time and attention of this influential segment, who are open to a wide-ranging cultural offer and like to feel 'in the know'.
- Metroculturals are useful influencers as they enjoy being seen to be well-informed and like to recommend and share their experiences with others, so those in the group that are avid cultural consumers are likely to wield a good deal of influence on their peer networks.
- They respond well to targeted, niche and interactive direct e-communications.
- They are heavy media-users, in particular broadsheet readers, though they prefer to access their news and commentary online: 21% read The Guardian, 16% The Times and 10% The Financial Times – the only segment to do so at all.
- Metroculturals are particularly unmoved by television adverts and face-to-face communications, while local newspapers make almost no impact at all.
- Media and publishing partnerships also form obvious points of connection.