audience profiling

1. Audience Profiling
 Target audiences
 VAL types
 Young and Rubicam
 Mosaic types
 Behaviour of our target audience
 Certification
 What Marketing would engage our target
audience?

2. Primary Audience
C – Income bracket, C2-E
R – White
A – 15-24
G – Female
S – Heterosexual
Target Audience
Secondary Audience
C – Income bracket, B-C1
R – White
A – 25-35
G – Male
S – Heterosexual
Why did we choose this?
As our production has a female teenage protagonist, our primary audience is
aimed at mass market of 15-24 mainly female teenagers or young adults. We
have chosen an income bracket of C2-E as most teenagers and young adults
are not earning a huge amount of money. However our secondary audience is
aimed at a more sophisticated niche audience, which is why we have decided to
use income bracket B. As this audience is more sophisticated, the complex side
of our narrative and message about mental health issues will be noticed by
them. They will also receive intellectual pleasure of enigma. We have chosen to
have males as our secondary audience as if we were to carry on our opening
sequence and film the full narrative we would go into depth with the deceased
characters backgrounds, this includes two boys.

3. VAL types
Experiencer – Since experiences are fox thinkers they would fit well with
our target audience as the majority of teenagers and young adults are fox
thinkers, they also like to experience new things so they would enjoy the thrill
of a new production and the thrill of counter culture attraction (seeing
something in a film that you would not necessarily see in real life, for
example, people drowning) . As our primary purpose is to entertain our
audience, experiences would enjoy the thrill of something new and to be
entertained.
Thinker – Thinkers are more sophisticated, hedgehog thinkers so they
would be attracted to and enjoy the more complex side of the narrative.
Inovator – If an inovator is seen watching our production it automatically
promotes it as many people look up to these people. We will be applying
the two step flow theory as our innovator would act as an opinion leader
and the rest of our audience would take their opinion forward.

4. Young and Rubicam
Explorer – We have chosen explorers as they love to experience
everything and discover new things. They are normally young
adults but can also be teenagers, fitting our target audience. Being
a young explorer would link to our marketing technique of posting
everything online and on social media. Our audience rely on the
internet to find new and exciting things, so when using the internet
they will come across the marketing for our production and want to
watch it as it is something fresh and exhilarating.

5. Mosaic types
Urban intelligence - Our secondary target audience is the niche
and sophisticated audience and the majority of them are students.
Stereotypically, the urban intelligence category likes and often uses
the internet and therefore we can advertise on the internet as well as
on TV which increases popularity via below the line marketing..
Millennials
For our secondary audience we will also aim to target millennials. A millennial
is a person reaching young adulthood around the year 2000. We will target
these people by using social media and different technologies as 46% of
millennials have been reported to have 200+ facebook friends compared to
90% of non-millennials. So millennials are 2.5x more likely to be an early
adopter of technology than other generations. As well as this, 56% of
millennials report they are usually either one of the very first to try new
technology or are among the first group to try a new technology. Millennials
are known as content creators and users which means they are online a lot
and will receive and find all of our information.

6. Behaviour of the audience
Our primary audience is the mass market. The table below shows their
viewing habits and that the main group that often goes to the cinema are 15-
24, over half of them being female. 15% of the population audience are 15-24
year old females. This is the audience we are targeting. Our product provides
some catharsis for our audience (Identification theory) as they will be seeing
people drown, this will therefore fulfil the need to see death in our production,
preventing it from being fulfilled in real life.

7. Audience behaviour
Modern audiences are desensitised to
violence after watching it for years and years
and becoming used to it (Culmination theory).
This is why we have decided that our unique
selling point should be a less gory and more
sophisticated narrative as our audience will be
more attracted to this. Also, as our mass
market audience primarily look for
entertainment which is a use and gratification,
our secondary audience will look for social
interaction in order to become an opinion
leader in the two step flow theory we have
applied. Our secondary audience is looking for
a more sophisticated need in the hierarchy of
needs such as self-esteem. We fulfil these
needs for them in our production, especially
the need to be a unique individual as our
protagonist stands out from the normal crowd.

8. Certification
Our genre is a psychological horror, so
there will be death, disturbing moments
and maybe a light amount of gore. Putting
all of these things into consideration, our
production would fit a rating of 15 the best.
This also links well with our target
audience of 15-24 as it allows the whole
mass market to go and watch it.

9. Marketing
As the bulk of our target audience are digital
natives, Web 2.0 would be a good way to
attract them as it uses social media and the
internet to advertise. For our more
sophisticated audience we could put an
advert in a newspaper as it is free and a
good way to spread the word, however we
will also be attracting them using the
internet as it is commonly used by our
secondary audience. Since our company is
independent we would have to use below
the line marketing as it is free and we have
a low budget. We would not vertically or
horizontally integrate and would have to find
another company to either produce or
distribute our final production.