Audience Profiles

 In order to profile out audience we segment the audience demographically and psychographically in order to find out audience profile.  

Demographic segmentation is where audiences are segmented on certain social criteria such as gender, race, class and sexuality. This is commonly measured by using the JICNARS scale as can be seen below. 

 

As you can see this scale uses social class and job occupations to class the audience, I order to profile them into different categories. This is used in marketing in order to figure out what audiences what to see and consumer depending on their demographic. 

 

Psychographic segmentation is more about lifestyle and profiles the audiences into different categories based on combining a psychological profile of the consumer with ideas about how they conduct themselves in the marketplace. This is based upon attitudes, values, beliefs and lifestyle choices, these are sorted into a number of categories called VALS (values attitudes and lifestyles). This is used to predict consumption and is a key tool in marketing, below is the Vals table outlining the different categories. 

 

 

There is also a scale of VALS for teenagers, this is important as manly teenagers don’t have much money and those that do not have ‘Adult money’, this means that the set of values is completely different. This helps marketing companies successfully market to the huge teenage market that has a big market dominance especially in music with teenagers being huge consumers. This scale is called teenage Vals as can be seen below, this scale is very important as when marketing to teenagers the values and beliefs are very different from job holding adults this is especially true in modern society. 

 

In order for my group and I to not only successfully market the music campaign but to also tailor the music video for the target audience we need to identify both the demographic and psychographic analysis on who we want our target automatically to be. 

We concluded that out target audience is adults from the age of 18-21, as these our young adults it is likely that the majority them are still in education and will not have a lot of their own money to spend on band events and merchandise ETC. 

They will also not have had enough lifetime within the working role in order to achieve above C1 on the JICNARS scale. This will affect how we market the band not only to the younger audience but also to the not senior and relatively respectable young adult. 

 Through looking into the age and demographic of the audience profile along with the type of music and the tone, pace and vibe to the specific song we are making a music video for, we are able to get an idea of the psychographic profile of the audience. As the genre of the band is indie/rock and the whole idea behind indie in particular is the differentiation from the norm and being different as all indie bands have their own flair and style, this allows us to immediately identify Experiencers as one of our main VALS, this psychographic evaluation suggests that this type of person is young, enthusiastic and impulsive, these consumers can quickly become enthusiastic about new ideas and concepts. They appreciate Variety and excitement as they search for the offbeat and risky things that are different from the norm. Their life values are still formulating as well as their patterns of behaviour, they live in awa of others money, power and prestige. They find their outlets in sport, outdoor activities and social activities. They are also avid consumers and spend the majority of their income on clothing, music and film. 

This is ideal for the audience of our band as they are young themselves as well as have their own style linked into the individuality of the genre conventions of Indie/rock. Furthermore, they like to spend their money on music and can become very enthusiastic, this is key as we are releasing a debut band so enthusiastic cult like following would not be the worst thing is order to spread awareness through word of mouth for example.