Who are they?
The Release segment is looking for escape from the stresses of everyday life. They can feel a little under siege from all the different pressures and conflicting demands on their time. For some these conflicts may be a reality, but often being in the Release segment is more a state of mind. It is the feeling of being time-poor, rather than the actual fact of not having any time.
What role does culture play for them?
Culture can be a means of staying in the loop with things that are current and contemporary. However, when day-to-day life is so busy it is easy to become switched off to this optional pastime when other things jostle for priority.
This means they tend to veer towards more popular things. They probably would take more risks, but because they don’t have time for much, they're not prepared to take a risk on the one chance to go out.
What do they get out of it?
Release often use logistics to talk themselves out of organising outings, but they aspire to go to more things and enjoy the escape and relaxation this can provide. They need to be encouraged to see arts and culture as a sociable activity: a means of having fun and taking some well-deserved time out.
Release feel time-poor so make things irresistibly easy for them. Reduce the effort, streamline the user journey, keep to a low cognitive load. One-stop booking – food, drink, parking – everything in a package makes life that bit easier. The guaranteed easy option.
Release don't have time to proactively look for what’s on. As a result, very few things come across their radar. So they only find out about things that are unmissable. Literally, you can't miss it, because it’s advertised everywhere. Or, more likely; someone they know points something out to them and asks have they been?
Even if they’re faced with something that really sparks their interest, the practicalities of actually attending can seem daunting. So it has to be guaranteed and unmissable. It is not so much whether something will meet their intellectual needs or be too challenging that poses a barrier to attendance as low bandwidth. Practically, how realistic is it when there is already so much going on?
What influences their choices?
For Release, you have to think like you have just one shot at capturing their attention. Put it all on a plate, with multiple reasons to go – and a hard stop call to action. They want to do things, but may have been putting it off for months - so if it is only happening this week make sure that they know.
Highlight multiple benefits – maybe an activity to entertain the kids is also a great chance to catch up with neglected friends (and it’s guaranteed their kids will like it too).
Building relationships with them
Release tend not to be forthcoming in support for arts and cultural institutions and are unlikely to find time to make the most of cost-saving benefits of membership. For them, it’s more about efficient transactions than becoming a close ally to the cause.
If they don't attend?
There are significant numbers of Release in the cultural market who are currently not ultimately convinced that cultural trips can sufficiently meet their needs and that the effort will be worth it. They need to be reminded what they are missing out on and that their precious time is well spent together with others on cultural activities.
Risk reduction is key for activating Release. They need to be absolutely sure the investment in time will be rewarded by a great experience and that all of their needs will be catered for. Positive experiences will in turn fuel their appetite and encourage them to be more adventurous.
Efficient, transparent and simple booking processes, good facilities, and delivering what is promised will help galvanise this time-poor group. While many of them may never become the most frequent attenders, those you successfully win over will be captivated by convenience. They are more likely to go where they’re kept up to date with what’s on and already have a booking account than go searching out new places and activities.
Which Culture Segment are you?
Downloadable description of the Release Culture Segment and how to reach them.