1. © 2007 Arkenford Ltd Traditionals are relatively self reliant and independent more likely to hold traditional values. unlikely to justify spending on expensive alternatives. Brand is not a key purchase driver but the preferences they do have will tend to value more traditional established brands Functionality is far more important than style and individuality They value, and will pay for, good service, which for them means recognition and individual attention. live life at a relaxed pace enjoy intellectual challenges, arts and culture. Traditionals

2. © 2007 Arkenford Ltd Traditionals Interests Arts & Culture Gardening Crafts Demographics 10% of the GB population Older profile; 73% over 45; 53% over 55. 57% with internet access 21% with children at home 51% married or living as married; 28% widowed, separated or divorced 43% C1C2; 36% DE 58% taken an overseas holiday in past 3 years 41% retired; 31% working full time Newspapers Paid for local paper Magazines Specialist interest Television Heavy watchers of TV Internet Use internet to explore and try to expand their horizons Websites –BBC.co.uk –Amozon –B&Q

3. © 2007 Arkenford Ltd Traditionals For Days Out we often go visit a stately home, especially if there is a craft show, or perhaps car rally on. Else we might go for a cream tea in Rye. We Holiday somewhere relaxing, with something interesting like a cathedral and museums to visit. At Easter we usually go to York. - History, nostalgia, and stylish comfort