20211019 Raadsbrief Strategisch Marketingplan Schouwen-Duiveland bijlage 1

AVONTUURZOEKERS

11% 19%

PLEZIERZOEKERS

12%

HARMONIEZOEKERS VERBINDINGSZOEKERS

12%

INZICHTZOEKERS STIJLZOEKERS

17%

11% 17%

RUSTZOEKERS

BSR™: De drijfveren van mensen

Achter liggende waarden

DEMOGRAFIE BSR™: De drijfveren van mensen GEDRAG

DEMOGRAFIE ATTITUDE

GEDRAG

DRIJFVEREN (BSR)

ATTITUDE

DE MENS DRIJFVEREN (BSR)

DE MENS

Het BSR model is erop geënt dat je dieper moet kijken dan demografie, gedrag en attitude tot deisdrijfveren Het BSRom model erop geënt van een mens te komen. dat je dieper moet kijkenDie dan eerste drie lagen zeggen demografie, gedrag en uiteraard wel iets over een attitude om tot de drijfveren persoon, maar echt in de kern van mensvind te komen. Die vaneen de mens je de eerste drie lagen zeggen drijfveren: de behoeften, uiteraard iets overDeze een motieven wel en waarden. persoon, maar in de kern veranderen niet echt zo snel.

van de mens vind je de drijfveren: de behoeften, motieven en waarden. Deze veranderen niet zo snel.

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Imaginative 32% 9%

11%

26%

22%

Culture

Curious

Creatives

Equality

HOBBIES & FREE TIME Creatives enjoy diverse hobbies, mostly cultural and artsy. Besides, they often enjoy meditation and reading literature. Compared to other groups a relatively large part is vegetarian, they care for the environment, sustainability and are internationally oriented. Creatives are also characterized by trying new things and visiting hidden places. IMAGE OF THE NETHERLANDS Creatives consider the Netherlands to be more friendly, hospitable/welcoming and open than other groups.

COMMUNICATION: DO’S & DONT’S ◦ Be creative, informal and humorous. ◦ Providing (a lot of) information is okay ◦ Unusual locations are exciting ◦ Be clear about your goal and societal importance ◦ No big and commercial activities ◦ Don’t offer discounts

32% 11%

9%

22%

Commitment

Responsible

Respectful

Authority

Self-expression 26%

32%

HOLIDAYS

International Holidays More than three-quarters has undertaken an international holiday in the past 3 years. While in other segments beach holidays are most popular, for Creatives city trips are most popular (39%), followed by beach holidays, sightseeing and nature holidays. Holiday in the Netherlands 90% considers the Netherlands as holiday destination, mostly for city trips, cultural holidays and sightseeing. The main motivations are experiencing culture, relaxation and getting away.

9%

11%

22%

Obedient

HOBBIES & FREE TIME Socializer like entertainment, freedom and spending time with family. They enjoy movies, music, gardening and playing games. Besides, this groups enjoys purchasing products with a rich backstory or on sale.

Socializer Caring

Entertainment

Freedom

Sharing

COMMUNICATION: DO’S & DONT’S ◦ Quickly get to the point, keep it short ◦ Use attractive models with authority ◦ Put pressure on them to decide to buy ◦ Free products are appreciated ◦ No details or humorous attempts ◦ Use the ‘’Foot in the door’’ principal ◦ Emphasize the advantages of previously made decisions

Pleasure

HOLIDAYS International Holidays Almost two-third has undertaken an international holiday in the past 3 years. Most popular are beach holidays (37%) and city trips (24%). Holiday in the Netherlands 80% considers the Netherlands as holiday destination, mostly for city trips, sightseeing and nature and cultural holidays. The main motivations are relaxation, getting away and experiencing culture.

Ambitious

Challengers

Status

Successful

26%

32% 11%

9%

22%

Spending

Exhibitionism

Fun

International Holidays More than three-quarters has undertaken an international holiday in the past 3 years. Most popular are beach holidays (32%), followed by city trips, nature holidays and tours. Holiday in the Netherlands Around 85% considers the Netherlands as holiday destination, mostly for city trips, cultural and nature holidays. The main motivations are relaxation, getting away and experiencing culture.

‘’Competitive careerist, fascinated by money taking risks and adventure’’

BACKGROUND Age The main group is 18-44 years, which is overrepresented (73%) Family 33% is married and 54% has children, both below average. Work Most work fulltime (47%), above average.

Self-confident

Innovative

HOBBIES & FREE TIME Achievers enjoy divers and adventurous hobbies. Reading (professional literature), photography, parties, healthy food and sport are popular. This group also like to help others and contribute to their community.

IMAGE OF THE NETHERLANDS Achievers consider the Netherlands to be more friendly, social and reliable than other groups.

COMMUNICATION: DO’S & DONT’S ◦ Provide a clear plan to reach the goal ◦ Ensure them they have nothing to lose ◦ Provide multiple options/insights ◦ Don’t be pushy and give no guarantees ◦ Use relatable people in your message ◦ Include organizations or people with authority

Wealth

HOLIDAYS

HOBBIES & FREE TIME Challengers enjoy partying, sports and Hip-hop music. Due to the focus on their career, they have relatively little free time. This group prefers consuming, in which quality and design are important.

Vitality

‘’Sociability seekers who love entertainment, freedom, family and values’’

BACKGROUND Age 45 years and older is a relatively big group (59%), while 18-24 years is underrepresented (6%). Family 44% is married and 63% has children, both above average. Work Mostly fulltime (38%) and relatively many work parttime (13%), do not work (25%) or are retired (19%).

Luxury

IMAGE OF THE NETHERLANDS Challengers consider the Netherlands to be less friendly, open and hospitable/welcoming than other groups.

‘’Open-minded, idealist who adhere to self-development and culture’’

IMAGE OF THE NETHERLANDS Socializers consider the Netherlands to be more friendly and hospitable/welcoming than other groups. However, they also see the Netherlands as relatively less tolerant.

COMMUNICATION: DO’S & DONT’S ◦ Ensure them they have nothing to lose ◦ Give them some guarantees ◦ Be humorous ◦ Provide multiple options/insights ◦ Not perceptive to pressure ◦ Do not use attractive models or authority

Social

BACKGROUND Age 18- 24 years is a relatively big group (15%), while 25-34 years is underrepresented (17%). Family 32% is married and 48% has children, both below average. Work Most work fulltime, (42%), but also relatively many students (7%) and relatively few do not work (19%).

Safety 26%

Cosmopolitan

Achiever

Glamour

Family

Helping others

Adventure

Successful

Goals

HOLIDAYS

International Holidays 86% has undertaken an international holiday in the past 3 years. Most popular are beach holidays (more popular than in other segments, 48% has taken a beach holiday in last 3 years). Other holidays are city trips, nature holidays and sightseeing. Holiday in the Netherlands 90% considers the Netherlands as holiday destination, mostly for city trips, cultural holidays and sightseeing. The main motivations are experiencing culture, relaxation and getting away.

‘’Entrepreneurial networkers, who focus on family and community life’’

BACKGROUND Age 25-34 years is a relatively big group (26%), while 55+ years is underrepresented (19%). Family 43% is married and 56% has children Work Most work fulltime (52%) and relatively many are students (8%). Relatively few do not work (17%) or are retired (8%).

Traditional

Spiritual

Caring

Conservatives

Healthy

HOBBIES & FREE TIME Conservatives like gardening, sports events, theatre and (classical) music concerts. Family, religion and stability are appreciated.

Loyal

◦ Quickly get to the point ◦ Ensure them they have nothing to lose ◦ Give them some guarantees, they fear wrong decisions ◦ Use relatable people in ads (not attractive models) ◦ Don’t be pushy ◦ Metaphors are not appreciated

Honour

Responsible

Authority

HOLIDAYS

International Holidays Around two-third has undertaken an international holiday in the past 3 years. Most popular holidays are beach holidays (35%) and city trips (24%). Holiday in the Netherlands 80% considers the Netherlands as holiday destination, mostly for city trips, sightseeing and nature holidays. The main motivations are experiencing culture, relaxation and getting away.

IMAGE OF THE NETHERLANDS Conservatives consider the Netherlands to be more hospitable and internationally oriented than other groups. However, they also see the Netherlands as relatively less friendly.

COMMUNICATION: DO’S & DONT’S

Obedient

‘’Conservatives are familyoriented people who value tradition, etiquette and organized life’’

BACKGROUND Age Relatively big group of 45+ (24%), while 18-24 years is underrepresented (3%). Family 57% is married and 69% has children, both above average. Work Most work fulltime (30%), but relatively many conservatives do not work (27%) or are retired (25%).