Impact Ideas

Close
Close
BLOG

Audience Spectrum based Networks

Written by Emma Clements 07 / 10 / 2015

This month Impact launches three new print display networks, created in partnership with the Audience Agency, using the Audience Spectrum profiling tool.

The new networks have been developed to target London’s most culturally-engaged citizens: Experience Seekers, Metroculturals and Commuterland Culturebuffs. Together, these three population segments make up 75% of audiences for arts and cultural organisations in the capital.

Audience Spectrum is the only industry-specific segmentation system to combine in-depth knowledge of the behaviour and attitudes of cultural consumers with the geo-locatable advantages of Experian’s Mosaic.

Our development team have used Audience Spectrum data and insight to locate areas and pinpoint venues, where these culturally-aware individuals live, work and socialise.

Tiles

Metroculturals 

  • Highly-educated, affluent, liberal urbanites who are interested in a diverse spectrum of activity including food, travel, current affairs and architecture. They are the most likely segment to attend classical music or opera.
  • Our network focuses on wealthy neighbourhoods such as Hampstead, Wimbledon, Putney, Kensington and Dulwich.
  • Best segment match? Mosaic 2014: City Prosperity; Arts Audiences Insight: City Arts Eclectic.

Commuterland Culturebuffs

  • Affluent, settled senior managers and professionals living in leafy suburban or greenbelt areas. They tend towards heritage and classical offerings and are most likely to attend plays/drama and art exhibitions.
  • Areas covered by this network include Kingston, Windsor, Epsom, Bromley and Sutton.
  • Best segment match? Mosaic 2014: Prestige Positions; Arts Audiences Insight: Traditional Culture Values. 

Experience Seekers

  • Highly active, diverse, sociable and ambitious. They may be students, recent graduates or young professionals in the early to mid-stages of their careers who regularly attend a wide variety of cultural events, especially festivals, cinema and dance.
  • Our network focuses on young, urban communities in areas such as Camden, Walthamstow, Brockley and Brixton.
  • Best segment match? Mosaic 2014: Rental Hubs/Urban Cohesion; Arts Audiences Insight: Fun, Fashion & Friends. 

Audience Spectrum Rack Image (10)

All venues on these networks have permanent Impact-branded display racks, providing you with a unique opportunity place your printed publicity in front of your existing and potential audiences.

For more information on Audience Spectrum click here.

For more information on our new networks or to chat about creative marketing services call Chris on 020 7729 5978 or email chris@impactideas.co.uk

Vacancy – Account Manager
Experiential

Vacancy – Account Manager

Impact exists to generate audiences for cultural events and visitor attractions in London and the...

Impact Video Showreel
Digital

Impact Video Showreel

Our Impact Video Production showreel shows the breadth of work we created in 2014, with a...

IYAF 2014

IYAF 2014

July sees the launch of the International Youth Arts Festival – the biggest arts festival...

Tourism Forecast ’14

Tourism Forecast ’14

2014 has already shown titanic foreign visitor figures in the first three months and VisitBritain...

Guerilla Stunt
Experiential

Guerilla Stunt

Impact Marketing video production filmed three spoken word artists around London promoting The Last...

Your Promo Team
Experiential

Your Promo Team

Impact’s Promotional Staff are at your service, providing bespoke solutions for all your field marketing...

Print design tips
Print

Print design tips

Our print design tips inforgraphic will help you avoid the pitfalls of print display. You...

Promo Staff 101
Experiential

Promo Staff 101

What is the secret behind a truly great Promotions Team? Having worked in the industry...

LET’S TALK.

If you’d like to know more about Impact, please give us a ring, drop us an email below or send a pigeon to…

IMPACT
Tuscany Wharf
4b Orsman Road
London N1 5QJ

Tel: + 44 (0) 207 729 5978