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In talking about my audience I will also be using the Cross Cultural Consumer Characterisation by two people named Young and Rubicam. The 4C's divides people into seven types, depending on their
core motivation. These seven types of people are:
THE EXPLORER
- are driven by a need for discovery, challenge and new frontiers.
- are young in nature, if not in reality.
- are often the first to try out new ideas and experiences.
- respond to brands that offer new sensations, indulgence and experiences.
- in short, difference is what they seek out.
- their core need in life is for discovery.
- are materialistic, inquisitive people.
- are driven by other's perception of them rather than by their own values.
- respond to what others perceive as being superficial; image, appearence, persona, charisma and fashion.
- an attractive pack is as important to them as its contents.
- their core need in life is for status.
- possess self-confidence.
- have a strong goal orientation.
- tend to be very organised.
- tend to occupy positions of responsibility in society.
- in terms of brands, they seek reward and prestige, and often seek out the best, because that is what they feel they deserve. They also seek out caring and protective brands as their aggressive attitude to life means they need to relax occasionally.
- their core need in life is for control.
- values their own independent judgement.
- the most anti-materialistic of the seven types.
- are often perceived as intellectual.
- are socially aware and pride themselves on tolerance.
- seek out the authentic and the harmonious.
- are often at the leading edge of society.
- unlike THE EXPLORER, they won't buy something simply because it is new.
- their core need in life in enlightenment.
- live in the world of the domestic and the everyday.
- daily routine is fundamental to the way they live.
- are the mainstream of society.
- are the largest type across the 4C's.
- respond to the big established brands, "family" brands and offers of value for money.
- their core need in life is for security.
- live for today and make few plans for tomorrow.
- often seen by others as victims and losers, aimless, disorganised people with few resources apart from their own physical abilities.
- advancement in life depends more on luck than actually doing work.
- heavy consumers of alcohol and junk food.
- visual impact and physical sensation are an important element of their brand choices.
- in essence, they seek escape.
- are predominantly older people with constant, unchanging values built up over time.
- in their eyes the past is bathed in a warm nostalgic glow.
- respect institutions..
- enjoy acting in traditional roles.
- their brand choice is driven by a need for safety and economy, and they choose above all what is familiar to them.
- their aim in life is basic; to survive.
The audience I am aiming my music video, digipack and advert are males and females between the ages of (but not limited to) 13 and 21 who enjoy acoustic music and are of any social class, ethnicity or culture, since acoustic music can be enjoyed by all and because my products won't use themes that are common to any particular class or group.Out of all the 7 types from the 4C's, my audience fits THE EXPLORER. This is because my music video is not afraid to try something new with its narrative and animation, and is not afraid to stand out and be different to other music videos (since animation isn't used incredibly often). Therefore my music video appeals to this type right across the board, making it the perfect experience for them.
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That raps it up for this post everyone :)
I hope you and enjoyed the information here and be sure to comment telling me what type you are most like as well as who your target audience are and why. I'm most like THE EXPLORER :)
Until next time :)
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