Target Profiles

Fortunately, evvveryone is different. Personalities, preferences and looks all add up to make who we are. But, what sort of people would be attracted to, or be a target of, the advertisements of my two events? First, we shall look at We Will Rock You.

As we already know, WWRY has adverts in the underground and on buses, so covering public transport. A typical person using the transport often would be a smart business worker. Elizabeth Manning lives in Sidcup; a suburb of London. She is 47 and is married with 1 child who is looked after by a nanny. Her husband works flexible hours at an independent music label. She gets a train and 2 tubes to work every weekday morning, and some Saturdays, as it is more efficient than car. She gets a coffee from Cafe Nero and heads into work, where she is the Managing Director for a building firm. She (or her Nanny) would shop at either Morrison's or Mark's and Spencer's. She fits into the B (upper middle class) social group.

Now, every morning she sees adverts for musicals, cinema releases and London attractions, and occasionally sees one for We Will Rock You. TGI (a very reliable source) suggests that people in the ABC1 social groups attend musicals and theatre productions more often than those in C2DE.

So Elizabeth would be an example profile of a typical target of the We Will Rock You advertisement.  However, the Olympics would be different.

Shaun Stanton lives in Luton with his family. His wife, Ellen, is a house wife. He has two children, one in sixth form hoping to go yo university and one in year 10. He owns a successful pub in west London, and can work between 2 and 7 times a week, depending on the season. He gets a train to work on most occasions. He and his friends usually head to the pub once a week for more than a few drinks and is well liked by most people because of his easy going attitude. He grew up in Ireland on his parent's farm, and moved to south England when he was 19.  He spends a lot of time in London, sometimes on a family outing, shopping for upmarket clothes or just travelling to work. Due to the vast amounts of Olympic advertisements in London, he is a target of the hundreds of ways they spread their product to the public. Seeing these adverts, he would therefore be attracted to the idea of buying a ticket. Also, with the amount of money he earns, he can afford to buy tickets for his entire family.