Home & Heritage Communications

Personalised communications through traditional media are the best way to talk to a group that values plain speaking, familiarity of content and local connection.

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 requirement, 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.