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Olivia, Jake and Gianluca

Categorising audience

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Page 1: Categorising audience

Olivia, Jake and Gianluca

Page 2: Categorising audience

There are a number of different ways in which audiences can be categorized. Putting audience members in the categories means that through the development of our documentary and the review we can look to target a smaller group of people and their specific needs. Targeting broad audiences is not effective for productions like ours because of its specific independent nature. We therefore want to target a smaller groups however have our production appeal to these people.

Within this we will look to apply different categorizing methods to segment people, allowing us to further identify our audience.

Categorizing will allow us to be more specific in the way the final product appeals to the target audience. We will also have the opportunity to look further at consumer trends and how we can adapt these to our production to make it successful.

Page 3: Categorising audience

Consumer Trends Millennials (also known as the Millennial Generation or Generation Y) are the

demographic group following Generation X. There are no precise dates when the generation starts and ends. Researchers as use birth years ranging from the early 1980s to the early 2000s.

Millennial’s account for 25% of US population (77 million)

In order to attract this specific audience to our production we need to include the complex set of values which they relate to. These values include Social interaction, loyalty, entertainment and emotion. Within our production we are looking to consider these values as specific ways of attracting and addressing this specific audience.

Page 4: Categorising audience

Music as a emotional connector ‘Music connects people’- Music connects other people,

Traditional marketing strategies have changed to attract this type of audience using Web 2.0 platforms.

Music and the artists who make the music are integral to helping brands connect to consumers. Through partnerships with music products are given greater exposer.

Within our production we will be marketing our product though these two media platforms as having artists within our production will provide them with greater exposer and provide us with the opportunity to reach a secondary audience through the artists fans.

Page 5: Categorising audience

Music Incites social action

Cause orientated, music drives creativity

Driven by user generated content

Within our production there are 3 live performances. In which our audience will be-able to have a virtual experience.

Virtual experience may be more suited to our audience, as students and people on low income jobs, therefore don’t have the money to spend on things such as live performances. Within our production we provide an insight that wouldn’t commonly be available for such people.

Using a digital medium is more effective for our audience than traditional mediums due to the digital native nature of our audience.

Page 6: Categorising audience

Survey of consumption The survey of consumption illustrates trends of audience behaviour. The information

from this survey has shown that our audience may further be able to relate to our production due to their method of getting music being illegal. Within our production they will beable to see the struggle that acts face when they cannot fund themselves due to people not buying there music.

Page 7: Categorising audience

There has been a recent social movement, the survey shows that modern consumers are using less traditional methods, buying music online. Audiences are becoming more use to being able to buy music when they want, using areas such as illegal downloads to access current music.

Within our documentary audiences will beable to see the effects this is having on the music industry. Allowing them to see the after effects of a generation not buying music legally.

Page 8: Categorising audience

Mosaic Mosaic is a British classification system for UK households. It is a commercially available

way of segmenting households. The current version, Mosaic UK 2009, classifies the UK population into 15 main socio-economic groups and, within this, 67 different types of households.

There are 11 different basic classifications of people however I will be looking to explain 5 relevant ones and apply them to our production.

It is important that we consider how this applies to our production and how we segment people who may look at our production.

Page 9: Categorising audience

Status symbols – upper middle/middle class

Rupert and felicity

This group represents the wealthiest 10% of people in the UK, set in their careers and with substantial equity and net worth. These people tend to be white British but with some Jewish, Indian and Chinese Minorities. This group also contains older people advanced in their careers.

Happy Families-

Darren and Joanne

11% population

Lower middle class and Middle class

Families from the midlands, focussed on children, home and career. tends to be in new suburbs in more prosperous areas of the UK, Mostly white with few minorities

Urban Intelligence-

7.19 %

Ben and Chloe

Mixture of Middle classes

Young educated people in urban areas starting out in life, Includes significant minority presence and students. Media interests- The Guardian, The Times, and internet

Page 10: Categorising audience

Suburban Comfort

15. %

Geoffrey and Valerie

Lower Middle Class

Comfortable homes in mature suburbs built between 1918 & 1970, moderate incomes. Media- Internet and the daily mail

Ties of Community

16 %

Lee and Norreen

Lower middle class and Skilled working class

People focussed on local communities, families concentrated near Industrial areas. Media interests Mirror, The Sun

Page 11: Categorising audience

Our Double page spread review will be within a professional media magazine, therefore we will be aiming it at a more professional sophisticated audience such as :

Urban Intelligence- 7.19 %

Ben and Chloe

Mixture of Middle classes, Young educated people in urban areas starting out in life, Includes significant minority presence and students. Media interests- The Guardian, The Times, and internet

Throughout the development of our magazine we will look to keep ‘Ben and Chloe’ in mind tailoring information and layouts to what we research to be their interests.

Page 12: Categorising audience
Page 13: Categorising audience

Maslow's I am not going to look at the needs within Maslow's hierarchy which apply to my production. We would expect that people within the Uk who could potentially read or watch our production have Physiological needs, are the physical requirements for human survival. If these requirements are not met, the human body cannot function properly and will ultimately fail. Physiological needs are thought to be the most important; they should be met first.

Safety needsSafety and Security needs include:

Personal security

Financial security

Health and well-being

Safety net against accidents/illness and their adverse impacts

Page 14: Categorising audience

Love and belonging After physiological and safety needs are fulfilled, the third level of human needs is interpersonal and

involves feelings of belonging. Key elements being ;

Friendship

Intimacy

Family

Esteem All humans have a need to feel respected; this includes the need to have self esteem and self-respect.

Esteem presents the typical human desire to be accepted and valued by others. People often engage in a profession or hobby to gain recognition. These activities give the person a sense of contribution or value.

Self-actualization Maslow describes this level as the desire to accomplish everything that one can, to become the most

that one can be. Individuals may perceive or focus on this need very specifically.

Within our production we would expect documentary viewers to have reached a number of stages such as Love and belonging be within esteem. Our target audience is students and people who are educated therefore they should have reached this Self actualization stage.