Analysing both the moodboard and the Instagram account I've created to show our typical target audience member, it's easy to put together an AUDIENCE PROFILE.
Roughly, our target audience would be:
1) Girls 14-16 years old.
2) Likes pop music.
3) Naive and driven.
4) Creative and open-minded.
5) Likes fancy and creative things.
If we refer to JICNARS scale it might help us to categorise our target audience and help to create a product, that would appeal to them.
"JICNARS scale - is a system used by advertisers for categorising people. It is meant to indicate class and is essentially based on occupations and spending power. If you are an advertiser you want to know who is reading certain newspapers and magazines so that you can then attract that audience."
However, JICNARS scale was proved to be valueless when trying to categorise teenagers, due to they don't have neither proper jobs, nor their own families, so they don't fall under any of these categories, which means that JICNARS cannot be used in the production of our music campaign for teenagers.
Later on, another scale was invented, called VALS - psychological profiling, which we can definitely apply to teenagers and use for the production purposes.
"VALS - is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them."
INNOVATORS are confident enough to experiment, future oriented, open to new ideas and technologies, self-directed consumers, e.t.c. Such type of teenagers are interested in anything new and unknown, so would probably want to check out the brand new star when it enters the market. Also, as they are not afraid to experiment, even if they are not pop fans, they might try this style of music, which is beneficial for us as widens the target audience. Lastly, innovators like new technology, so it's easy to get their attention by online promotions, which involves any kind of interaction with the consumer - e.g phone apps or tweeter campaigns.
EXPERIENCERS want to stand out, are spontaneous, introduce new ideas and sayings, are very sociable, e.t.c. Such type of teenagers, if we catch their attention, would be very useful, as due to their good social skills and wide friendship groups they would carry on our promotion through the word of mouth, telling their friends about the new artist. Also, as they want to stand out, they might appreciate the new singer and be interested in her art, as she is not yet a 'mainstream', so the teenagers feel they are unique, 'not like others'. Lastly, experiencers introduce new ideas and sayings, so if they find a new artist they like they might create something that is know as 'prosumer' products - e.g. song covers, clips, hashtags, e.t.c - which, again, helps us with promotion through digital means and the word of mouth.
To sum up: INNOVATORS and EXPERIENCERS are the types of teenagers we are looking for to promote our brand new pop star Cheri.
Roughly, our target audience would be:
1) Girls 14-16 years old.
2) Likes pop music.
3) Naive and driven.
4) Creative and open-minded.
5) Likes fancy and creative things.
If we refer to JICNARS scale it might help us to categorise our target audience and help to create a product, that would appeal to them.
"JICNARS scale - is a system used by advertisers for categorising people. It is meant to indicate class and is essentially based on occupations and spending power. If you are an advertiser you want to know who is reading certain newspapers and magazines so that you can then attract that audience."
However, JICNARS scale was proved to be valueless when trying to categorise teenagers, due to they don't have neither proper jobs, nor their own families, so they don't fall under any of these categories, which means that JICNARS cannot be used in the production of our music campaign for teenagers.
Later on, another scale was invented, called VALS - psychological profiling, which we can definitely apply to teenagers and use for the production purposes.
"VALS - is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them."
In other words, it's a scale, similar to JICNARS, but appropriate for teenagers. This means that we can use this data to manipulate our music campaign in order to create a product that would appeal to our target audience and attract them to our star.
Analysing VALS, we have decided that target audience falls under categories INNOVATORS and EXPERIENCERS.
INNOVATORS are confident enough to experiment, future oriented, open to new ideas and technologies, self-directed consumers, e.t.c. Such type of teenagers are interested in anything new and unknown, so would probably want to check out the brand new star when it enters the market. Also, as they are not afraid to experiment, even if they are not pop fans, they might try this style of music, which is beneficial for us as widens the target audience. Lastly, innovators like new technology, so it's easy to get their attention by online promotions, which involves any kind of interaction with the consumer - e.g phone apps or tweeter campaigns.
EXPERIENCERS want to stand out, are spontaneous, introduce new ideas and sayings, are very sociable, e.t.c. Such type of teenagers, if we catch their attention, would be very useful, as due to their good social skills and wide friendship groups they would carry on our promotion through the word of mouth, telling their friends about the new artist. Also, as they want to stand out, they might appreciate the new singer and be interested in her art, as she is not yet a 'mainstream', so the teenagers feel they are unique, 'not like others'. Lastly, experiencers introduce new ideas and sayings, so if they find a new artist they like they might create something that is know as 'prosumer' products - e.g. song covers, clips, hashtags, e.t.c - which, again, helps us with promotion through digital means and the word of mouth.
To sum up: INNOVATORS and EXPERIENCERS are the types of teenagers we are looking for to promote our brand new pop star Cheri.
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