5. OUT AND ABOUT
Christmas
Christmas markets are a great way to
bring in local craftspeople and offer
something special. Promote specific
enticements to visit, the more quirky
or unusual the better. At Christmas
people seek indulgent treats and are
prepared to spend a little extra for
something special.
Easter
Easter has typically marked the start
of the social Days Out season for Out
& About. Some feedback in surveys
tells us that Out & About don’t think
National Trust gets into the spirit of
Easter enough – they are looking for
a celebration of the season and an
uplifting sense of spring. This is the
segment who are most difficult to
tempt out in poor weather at Easter so
consider ways to lift spirits indoors too.
Summer
Enhance the relaxed summer mood with
music, sounds of cooling running water,
bunting, flower-filled planting around
the seating areas. Create a lived-in
feeling by bringing seasonal materials
from outdoors into the house and
having windows open when possible.
Seasonal highlights
6. OUT AND ABOUT
Media Preferences
Out & About like to consume media
little and often. Local papers are a quick
read and full of lots of people stories
and useful notices about what’s going
on right now. Any adverts placed in
these publications should be for very
immediate events to appeal to the
‘let’s head out now’ nature of Out
& About. Similarly, local radio can
get them interested with an immediate
call to action.
Of the National newspapers, they
are most likely to be found reading
the Daily Mail or the Times.
Outdoor media is good for Out &
About, anything that will catch their
eye.
In particular, ensure you use opportunities to
promote at the entrance to your property, be the
destination that they notice and that
inspires an impromptu stop off.
Word of mouth is critical, and referrals
from other attractions (especially neighbouring
National Trust places) will be remembered by Out
& About. Keep snippets of information short and
always offer suggestions of things to do.
Despite their social nature, Out & About are one of
the segments least likely to be found online,
preferring face-to-face interaction when you can
chat and probe a bit more.
However they do appreciate the spontaneity of
online resources being able to check opening times
or route directions. They won’t want too much
information in advance through websites as that
would spoil the discovery and surprise when they
get there.
Communication methods
they respond to:
– Local leaflets
– Local newspaper
Messages that would appeal to
Out & About
– National Trust has beautiful outdoor
spaces, and welcomes dogs. It’s not all
about houses and intellectuals.
12. CURIOUS MINDS
Curious Minds have broad interests and like
to give time to pursuing them. These might
include gardening, antiques, architecture,
history or the arts – they’ll read up on them
and enjoy talking about them. They expect
a certain amount of good old-fashioned
courtesy and good service. They don’t want
to be rushed, enjoying time to reflect on their
surroundings and what they have discovered.
Curious Minds love information, they
collect it and enjoy storing and sorting in
their thoughts. They know little bits about
lots of things, eclectic not intellectual but
always thinking and fascinated by new
perspectives on their knowledge. Often
crossword doers, they like to piece things
together. They have a sense of wanting
to be in touch with the past and love a bit
of nostalgia – which is just as likely to be
for 1980s shoulder pads and perms as for
the Swinging Sixties or wartime rationing.
Age demographic: 40+
(usually)
13. CURIOUS MINDS
Hobbies:
– Gardening
– My Ancestry
– Rambling
– Cooking
– Theatre
– Galleries
– Antiques
– Social history
Concerns:
– Local environment
– Arts and culture
Social networks and online tools:
– Facebook
– Google Maps
– BBC
– Direct Gov
What they enjoy:
– Photography
– Gardening
– Nature
– Heritage skills
– Master classes
– Mountain biking
– Events
14. CURIOUS MINDS
Where do Curious Minds want to go
on a day out?
– Museums
– Art galleries
– Landscape or formal gardens
– Drive to scenic countryside
– Historic house or stately home
– Nature reserve
National Trust places where we are
most likely to see a lot of Curious
Minds? – types of places they chose to go
to (2014 October YTD)
– Mr Straw’s House
– Birmingham Back to Backs
– Red House
– Coleton Fishacre
– Lavenham
– Peckover House
19. EXPLORER FAMILIES
For Explorer Family a day out is time
together to create family memories. Always
keen to take on challenges and learn about
themselves, they like to try new things,
and have stories to share with their friends
about the things they’ve done and places
they’ve been. It’s important for every
member of the family to be involved, the
parents want to be there with their kids to
see how they react, what they’re interested
in and what questions they ask.
Explorer Family are focused on getting
the
most from the time they spend together as
a family. The parents want the children to
have fun and magical experiences, but
they
also want them to learn and develop; they
may feel guilty about balancing the two.Age Range: N/A
20. EXPLORER FAMILIES
Hobbies:
– Nature
– Collecting
– Surfing
– Camping
– Cycling
Concerns:
– Wildlife conservation
– Community
What they like:
– Outdoor adventure
– History
– Natural history
– The world
– Quests
– Stargazing
Social networks and online tools:
– Spotify
– YouTube
– Instagram
App they might enjoy:
– Video editing
28. YOUNG INDEPENDENTS
Young Independents have grown up in a world of technology and
diversity. They are comfortable with change and engage with
organisations who have a clear stance and opinions they can agree
with. Their natural information sources are online and images
(photos, selfies and videos). They look to make the most of their
free time, focusing on activities and people, and are continually
seeking new experiences and challenges.
Age Range: Under 40
(primarily 16-40)
What they like:
High impact experiences such as mountain biking and rock
climbing to more gentle country walks and sitting on the beach.
The admire architecture and enjoy a sophisticated picnic.
29. YOUNG INDEPENDENTS
What they enjoy:
-Photography
-History
-Archaeology
-Cycling
-Outdoor events
-Bird watching
-Camping
They like challenging
Experiences,
they enjoy intellectually
stimulating
experiences.
Hobbies:
-Computer programming
-Music
-Cooking
-Sports
Concerns:
-Global environment
-Social entrepreneurialism.
Social Networks:
-Vimeo
-Vine
-Tumblr
-Tinder
35. LIVE LIFE TO THE FULL
Live Life to the Full are busy intellectuals with a quest
for escapism. They want to get the best out of life and
expect quality from the products they buy and
experiences they have. They believe there are so many
new places to see and things to do that they won’t go
back somewhere unless something very different is on
offer.
Live Life to the Full confidently seek distinctiveness and originality,
not following the crowds but enjoying the independence of making
their own plans and discoveries. They are on a lifelong quest for
knowledge and have an impressive range of interests covering
multiple specialisms. They will question how things are done and
seek deep responses.
Very articulate, and occasionally obsessive, many of our complaints
will come from Live Life to the Full as they have the passion and
vision to want to make a difference and will make e orts to do so.
36. LIVE LIFE TO THE FULL
What they enjoy:
-Arts
-Gardening
-Sailing
-Photography
-History
-Architecture
-Nordic walking/walks
Hobbies:
-Book club
-Opera
-Walking
-Local community volunteering
Concerns:
-Wildlife conservation
-Quality of local environment
-Community action
Social Networks and online tools:
-Amazon Prime video
-Twitter
-Flickr
-Skype
53. SURVEY RESULT ANALYSIS
AGE & GENDER:
Since 50% of the participants are <18 and 50% are 18-24 we know that we are
dealing with quite a young demographic of participants. Furthermore 75% of
the the participants are female we will get a strong ‘bias’ of young females.
This may not be a huge factor however it must certainly be remembered if the
results prove to be very similar.
54. NATIONAL TRUST FAMILIARITY
100% of the participants have heard of the National Trust
Roughly 1/3 heard about it the national trust through their family and friends, this
suggests that the have peers or relatives that are/were already acquainted
with the national trust.
Roughly 1/3 found out about the national trust through Advertisements (on social
media or other) Suggesting that they Found them via outlets such as the
National trust Facebook page. This also suggests that this audience is a lot
more active with a larger online presence. (this includes the ¼ who found out
about it through the national trust website/social media)
There was one anomalous result where the individual had been asked to work at
the national trust.
55. HAVE YOU VISITED A FACILITY AND HOW DID
YOU FIND OUT ABOUT THE FACILITY?
Roughly 2/3 of the participants had visited some sort of National trust facility
while the remaining 3rd stated that they had not. Even though only (roughly)
60% of the participants had gone to a facility, 100% of the participants
answered how they found out about a specific facility.
The majority of participants found out about a specific facility through
Friends/Family. This suggest that the demographic which the participants fall
into, tend to not go out on their own accord to find things to do, rather they let
other people take control and ‘follow along’
56. DID THEY LIKE IT?
Since some of the audience had never been to a facility, out of the 8
participants only 5 could answer this.
4 participants said they liked it, all of the responses had something in
common, they commented either on it being a good day out with the
family, or the beauty of the grounds.
This shows that the participants demographic enjoys getting away from
their day to day life to go somewhere peaceful and scenic to just spend
time with family or friends.
One person stated it was ok, however they stated that it was ‘nice to walk
around seeing all the nature and such.’ So I’m not sure why they didn’t
say they liked it, but regardless.
57. FREQUENCY OF VISITATION
Here I wanted to see how often this demographic tends to intentionally visit a national
trust facility.
I was surprised by the answers as I thought people would visit the facilities more.
When asked when they last visited the facilities out of the 5 participants who had been
to a national trust facility only 1 stated that they had been at a National trust facility
within the last year, while 4 out of 5 stated they had not been to one in over a year.
I was even more surprised to learn that only again, one person stated that the roughly
visit a facility once per year, while again, 4 out of 5 stated that they visit the
facilities less than once per year.
This shone some light on this demographic. It showed me that from the information I
was given, this demographic was not the type of demographic that the National
trust is targeted towards. The infrequency of their visits combined with the
knowledge that when going to National trust parks and facilities, it is often because
of friends and family. Leads me to believe that a the audience and target
demographic of the National trusts is far older than the <18-24 year olds which
participated in my survey.
58.
59. BIBLIOGRAPHY
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4. anon. (.). Rievaulx Terrace. Available: https://www.nationaltrust.org.uk/rievaulx-terrace.
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Editor's Notes
List all products researched in previous sections. Include anything additional you have watched/read in preparation for production. Alphabetise your list.
