Looking at the brief that Fruit Bowl Tech supplied me with they want me to create a series of videos to advertise their new product that will help them generate more signups, buzz and brand interactions with their product. Within these created videos the company wants me to create a feeling of brand identity by creating these videos with a similar style. The key information for me to take away is as follows:
Psychographics
- Explorers
- Mainstreamers
- Aspirers
When studying my brief I looked at the different Psychographics of audiences to see how I would need to plan my video around this. In researching this topic I looked at Young and Rubicam's Four C's Theory which talks about profiling the audience of a product based on their wants and needs and not just the demographics. "Psychographic marketing, which plays on subconscious personality characteristics, is perfectly suited to help advertisers capitalize on impulsive decision-making. According to a 2009 experiment, psychographically-informed behavioral targeting increases click rates by 670%." (CBinsight, 2018).
As seen in the photo below there are many different groups of psychographics, however, with these promotional videos, I am only really targetting the explorers, the mainstreamers and the aspirers.
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Demographics
- 24-60
- ABC1
The videos I will be making will be targeted towards an older audience of around 24-60-year-olds with a social standing of around an A, B or a C1. The demographics mean where a person is based socially, with the higher ratings like A or B being for upper or middle-class people and lower ratings like C, D, and E being for working-class or unemployed/students.
Key Messages
- Staying in touch is vital
- Connecting to the past is as important as facing the future
- Family is as important as friends
Think, Feel, Do
- The app seems easy to use. They need to reconnect with the past.
- Sentimental, Nostalgic and Curious
- Sign up to the app and download the app
Reference List
CBinsight, 2018, What Is Psychographics? Understanding The ‘Dark Arts’ Of Marketing That Brought Down Cambridge Analytica [Online]
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