Having taken on the Lancashire Science Festival brief, I must consider the precise target audience(s) that I wish to target, in order to use the correct methods of promotion to reach these.
Organisations seek to understand consumers’ needs in order to increase engagement with them, accordingly delivering successful marketing strategies.
In order to successfully promote the Lancashire Science Festival to the appropriate audience, ACORN demographic groups were considered. ACORN is a geodemographic segmentation of the UK’S population (Donnelly et al,. 2009). It analyses social factors and population behaviour, providing an accurate understanding of different ‘types’ of people across the United Kingdom.
The success of the event will fall on the relationship between the customer and the promotional techniques – are they engaging, exciting and enticing? Are they in line with the customers’ lifestyle values?
The audience I will be aiming to reach through marketing fall into the ‘comfortably off’ section of the acorn demographics, the Secure Families group H, in particular Middle-Income Type 27, Working Families with Mortgages Type 28, and Established Home-Owning Workers, Type 30.
The ‘Comfortably Off’ section contains much of middle-of-the road Britain; most people would describe themselves as being ‘comfortably off. This category is relevant to the marketing of the Lancashire Science Festival as all life stages are represented in this category – from children – parents and grandparents.
The audience for the Lancashire Science Festival is almost four tiers: Primary school children, secondary school children, anyone else who is interested in a fun day out and of course the parents of these children. It is useful that these audiences fall in the same category, yet marketing tactics will have to be amended accordingly.
What next? Next I will consider the logo, as the festival will need its own identity creating. I am also require to produce a 'character' in line with this.
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