In each newsletter we’ll focus on one of the Culture Segments and their connection to nature and wildlife. This month we’re looking at Stimulation and how to connect them more deeply with your work, whether you’re a wildlife attraction, nature reserve, or other cultural or heritage organisation with a renewed focus on ecology.
Overall, Stimulation want big, creative ideas that will transform approaches to looking after wildlife and nature not just now, but into the future too. Here’s how to engage them:
Stimulation believe in the power of protest, and donating to conservation charities risks looking like ‘tinkering round the edges’ to them. This segment consider their own conserving behaviour, and the work of environmental charities, small fry compared to the impact of global business and governments. For them, conservation is political, and many will want to hear about your advocacy work as much as anything you’re doing on site.
Linked to this, Stimulation will need to understand your big cause, see what you’re doing differently (disruptive technology, new ways of thinking or working). Their connection to nature is lower than some other segments so they’ll need to see your work in context if you want them to care. You’ll need to paint a vivid picture of why your wildlife conservation work is vital, don’t assume they ‘feel it’, or will be persuaded by cute pictures, like other segments.
Stimulation might be less keen than average on the more standard nature offer, and the small proportion of Stimulation in the nature and wildlife market makes them only worthy of overall targeting for very specific brands. But they can make great targets for one-off events. We know that this segment are often brought in with unusual activities: lates, exclusives and behind the scenes access will appeal.
Stimulation are significantly less likely than average to want a printed visitor guide. Offer them information panels but ideally something interactive and unexpected. In terms of marketing, this segment enjoy it as an art form in its own right: if it’s clever, or beautiful, or visual, they’ll send it to everyone. But if it’s lame, they’ll do the same. Marketing needs to highlight the thing that makes it incredible and different. But no spoilers please – don’t give too much away. Intrigue them and spark their interest but the “reveal” should happen during the visit.