Target Audience and Key Points

My Target Audience

And key Points

Waste Not, Want NotRSA Student AwardsLucy Bryan-Smith


What is the Problem?

People are not aware of the amount of food they are wasting. I want to change their attitudes and behavior through my campaign.

Reasons

Buying too much - special offers etc

Buying more perishable food - trying to be healthy

Choosing food on impulse - to ‘top up’

High sensitivity to food hygiene

Fussy eating - children

Not having time to plan meals

Lack of awareness

A Picture of the Customer

Younger working people (16-34)

Low to medium income

Northern

In a relationship but not married

Lives away from Parents

Work hard/play hard lifestyle

Buys too much food

Likely to buy BOGOF offers

(Wrap, 2007)



Who Will Gain from the Campaign?

“Many people are so used to throwing away food they don’t even think about it”

Environment - Will obviously benefit from less waste

Individuals - Will save money on food that has been wasted (Wrap, 2009)

“If you can demonstrate that the cost of NOT sorting out the problem is GREATER than the cost of dealing with them, them your case becomes compelling.” (Using CRM, 2009)

What Media will Work?

Social media - facts show that 19-34 yr olds on lower incomes use social media the most. 26% of all Facebook users fall into that age range (Rose, 2014)

Online shopping platforms - 25-29yr olds (92%) use the internet for everyday activities (Internet Access, 2013)

You Tube - “Advertisers reach their target audiences far more efficiently by adding YouTube to their media plans ... especially the hard to reach 16 to 34-year-olds where cost per reach point is optimized when 24% of your TV budget is allocated to YouTube.” (O’Reilly, 2015)


Why am I uniquely placed to solve the problem?

I feel like I have lived/still live in my own target audience bracket. At my age with my lifestyle and income I am one of the likely candidates to waste food (the other being families with young children). I have friends living similar lifestyles and I can relate to others.

I feel your work is always more effective when you work with what you know.


Wrap. Understanding food waste. (2007) Retrieved 15 December 2015 from http://www.wrap.org.uk/sites/files/wrap/FoodWasteResearch-SummaryFINALADP29_3__07.pdf

The Marketing Donut. Using CRM to build customer relations. (2009) Retrieved 28 November 2015 fromhttp://www.marketingdonut.co.uk/marketing/marketing-strategy/your-target-market/using-crm-to-build-customer-relationships

Wrap. Household food and drink waste in UK. (2009) Retrieved 28 November 2015 from http://www.wrap.org.uk/sites/files/wrap/

Kate Rose. (2014) UK Social Media Statistics for 2014, Retrieved from http://www.rosemcgrory.co.uk/2014/01/06/uk-social-media-statis-tics-for-2014/

Internet Access – Houes holds and Individuals, (2013) Office for National Statistics, Retrieved 25 November from http://www.ons.gov.uk/ons/dcp171778_322713.pdf

Lara O’Reilly. (2015) Business Insider, Retrieved from http://www.techinsider.io/at-brandcast-google-tells-advertisers-to-shift-tv-money-to-video-youtube-2015-10

Target Audience and Key Points

Design

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