Explore how to communicate your cultural offerings effectively to Dormitory Dependables:
Tone
All of the details of an event need to be laid out plainly, with an emphasis on a full and inclusive experience, so they feel confident in choosing an offer that will be widely well received by their like-minded companions.
- As their digital habits illustrate, there is no such thing as too much information for this busy group, who like to see all the facts on how an offer will meet a need and consider their options, before confidently making a rational and analytical decision - though they are apt to change their minds, if there are good enough reasons to do so.
- The offer will be received more enthusiastically when it is geared towards an emphasis on the experience and all its trappings, rather than any overly deep focus on the artistic merits of the event.
- Despite being largely homogenous in terms of ethnic background, social status, age and disability, there are some small pockets of diversity within these characteristics, so taking a welcoming and inclusive approach, rather than proactively seeking to identify and target small minority element might be the most effective course of action.
- As regular but infrequent attenders, they are "warm" prospects, so there may be merit in trying to persuade them to engage more often, which could potentially have large impacts on audience numbers overall given that they are such a large segment of the population.
Channels
Communications straight to their devices are the most effective, be that through direct messaging or placement in frequented news and leisure sites.
- This group is less reliant on word of mouth than other segments, and more confident in their own choices when given enough detail on what, how, why, when and where to attend.
- They are most responsive to email communications, SMS messaging and phone as direct communications channels, and least likely to respond to postal mailings.
- There is a fairly broad readership across the range of newspapers, perhaps reflecting an assortment of political outlooks - stronger preferences where they do exist are for The Daily Mail, The Independent and The Times - so well placed print and online advertising may be effective.
- Take up of satellite and TV services, such as Sky are quite high, with people prepared to pay for the content they want, rather than just accepting free to air digital choices.
- Given that two thirds participate regularly in sport and exercise, sports clubs, teams and related stakeholders might prove high profile enough to create popular partnership opportunities.