OUGD505 - SB02 - Target Audience Research

OUGD505

SB02

Target Audience Research

The target audience is very specific. 16, 17 and 18 year old girls in full time education.

Most young people have been to a music festival by the age of 18. I want to find out what makes young people go to festival (apart from the music aspect). I want to hightlight the more positive factors of what people enjoy about festivals rather than the obvious 'sex, drugs and rock 'n' roll.'

What people enjoy about festivals:
- The atmosphere
- Being surrounded by people that have similar interests, like-minded people
- Its easy to meet new people
- Escapism, sense of being in a different world
- step away from the stressful everyday.
- sense of belonging
- freedom

Youth festivals

Underage Festivals
This music festival took place in Victoria Park, London between 2007 and 2012. It was open only to teenagers aged between 13 to 17. 

Branding

Sporting festivals / events

The Street Games
supports 4,000 young people to have a great day out at 4 multi-sport festivals every year. The festival provides the opportunity for participants from a local community or region to come together and compete. 

School Games
School Games Festival – regional or countywide festivals and competitions are usually held twice a year to find the best performers in the area as a culmination of school sport competition.

The branding for both School Games and The Street Games is young, the branding for the girls only festival has to to youthful without being childish.

Sporting events with a similar ethos to festivals include mass participation sporting events such as the Great North Swim and Race for Life. These events are less competitive and more about getting active, taking part or raising money for a good cause.

Youth Marketing

Research into the student demographic (16 - 24 year olds). Students account for almost half of the UK's youth demographic and around 97% use Facebook, with 45% on twitter. This shows the reach of social media marketing.

What do young people care about when it comes to branding and marketing?

- Transparency 

- Credability

- Consistency

- The ability to make an independent choice