How Acorn segmentation of audiences can help arts marketers target their communication

Venue Cymru profiling: Targeting Flourishing Families

• Flourishing Families display the following characteristics:
• Wealthy families with mortgages.
• Younger than other affluent groups.
• Incomes are good, many have managerial and professional occupations.
• Car ownership is high, most families will have two or more cars.
• Take regular holidays, including long haul, skiing and summer sun.
• Enjoy country walking and birdwatching.
• Often take family to the cinema.
• PC ownership is common and they are comfortable with new technology.

From this profiling exercise we now know that:

• Flourishing Families should be one of Venue Cymru’s key targets: they account for 10% of their catchment area and are traditional arts attenders.
• Key areas to target would be around Anglessey and Bangor, Prestatyn, Chester, Northwich and Wrexham.
• Car parking will be an important issue as they will likely travel this way.
• Need to develop links with local hotels and restaurants to encourage families to make a holiday out of their visit. Links with local countryside attractions will also be important.
• Communication through new media (Internet, mobile technology, digital television) should be effective.