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MECO6936 – Demographic for ‘Lunchbreak Concerts’ at the Con

Our primary audience is Sydney University students aged between 18-25 years old. This demographic don’t have a large disposable income, so we will be creating marketing that emphasises that these sessions are a free. They are also time poor, with most studying as well as working full time. This demographic spends a great deal of time consuming visual content online (predominantly through SNSs), with around 83% of 18-25 year olds spending at least fifteen minutes per day streaming videos and looking at images (“Most 18-25S ‘Find Online Advertising Simplistic’ And Skip Video Ads – Digital Intelligence Daily Digital Marketing Research”). Further, studies show that most of this visual content is user-generated, as opposed to coming from brands and companies. Lastly, as this demographic spends so much time online, they have become immune to the constant barrage of ads and marketing material online, so we will ensure that our material is targeted, predominantly through Facebook groups that our target audience is already involved with.

Our secondary audience is young professionals between the ages of 18-35 working in businesses in close proximity to the Con. This ambitious group tends to be very competitive when it comes to their career, and are very time-poor as they work long hours, so again the focus will be on this quick and easy cultural experience (“Most 18-25S ‘Find Online Advertising Simplistic’ And Skip Video Ads – Digital Intelligence Daily Digital Marketing Research”). While this group also spends a lot of time browsing the net and looking at visual content online, they will mostly be outside the SNSs that we are using (such as The Con Facebook group), so we will be targeting them near their places of work.

Reference List:

“Most 18-25S ‘Find Online Advertising Simplistic’ And Skip Video Ads – Digital Intelligence Daily Digital Marketing Research”. Digitalstrategyconsulting.com. N.p., 2017. Web. 23 Mar. 2017.

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