Average Concert Goer?

April 3, 2012 Leave a comment

Who do you think is most likely to be the average concert goer?Who is the Average Concert Goer?

  • Male or Female?
  • 18-24 or 25-34?
  • Married or Single?

The answers are often surprising and appear to run against intuition.  Most of my students would answer male, 18-24 and single.    According to Ad-ology 2012 Audience Interest and Attitudes  the consumers that have attended concerts are:

  • Women (56% of audience/ 5% more likely than the 18+ population)
  • 25-34 (32% of the audience/33% more likely than the 18+ population)
  • Married (58.9% of the audience/6% more likely than the 18+ population)

This research also covers other activities that concert goers connect with in high numbers (tailgating, playing music, skiing, attending other types of entertainment) all that provide information about the lifestyle; behavioral and psychographic, of the concert goer.

That said, these are average figures:  they don’t take into account variations in genres, or venues, or prices.  That requires digging deeper into even more research.   And is likely to reveal more unexpected information!

Filed under Music, Ticketed Events Tagged with , , ,

BET bets on Niche Targets

June 27, 2011 Leave a comment

Not too long ago ethnic targets were considered akin to a niche market.  My how things have changed!

Conscious Sisters segment for BET

"Conscious Sisters" is a segment of BET female viewers that focus on family and home

Target segmentation overall looks more like niche segmentation.  In a long tail perspective this is the future of identifying relevant market focus.  Niche markets used to imply the identification of an almost impossibly small portion of the market.  Now the word niche helps to identify a set of attributes that makes any grouping relevant.  Niche means that the elements binding that target together are relevant to each member of the target market.

BET CEO Debra Lee recently spoke about the intense consumer research BET does to connect with their target at a recent Nielsen Consumer 360 gathering.    As you can see, these targets don’t look like the traditional broad strokes of a mass media focus.  But you can easily see how each member of these Niche markets would be able to pick out and relate to their groups.

  1. STRIVERS – An ambitious group of opinion leaders aged 20-40. These young leaders are rising in their communities and the corporate world.
  2. CONSCIOUS SISTERS – These are women who are keen on aspects of their culture and spirituality. They focus on family and cooking meals at home.
  3. TECHFLUENTIALS – World ambassadors aged 20-30 who are making the world a little smaller using technology, organizing fundraisers online, using skype, social media and more.
  4. BRIGHT HORIZONS – This tech-savvy segment is focused on education and friends, gaming, mobile and social media.

BET reinforces the importance of niche.  It’s not about large age or gender groups.  It’s not about income or ethnicity.  It’s not even about values and behaviors.  It’s about all of these combined and it look like a long tail niche target strategy to deliver a relevant message to a receptive consumer.

Filed under Marketing, TV Tagged with , , , ,

Little Monsters = Target Market?

June 20, 2011 1 Comment

What is a Little Monster?  Hard to describe in traditional target speak. Yet Lady GaGa’s little monsters have turned into a juggernaut with undeniable force. Lady GaGa's Target Market Little Monsters “In the past year, Lady Gaga was the first artist to reach 1 billion views on YouTube; she beat President Barack Obama to 10 million Facebook fans (she’s now closing in on 35 million); and most recently, she was first Twitter user to acquire 10 million followers.,”  touts a Mashable case study.

Again, what’s a Little Monster?  Is it a particular age?  Sex? Income level?  Does it fall in a VALS  category or a Prizm or Mosaic cluster?  Yes, all of the above. And yet none of the above by itself captures the little monster.

Marketers continue to be challenged with understanding and defining their target consumer.  Lady Gaga is a great case for seeing how this is done today, with the social media consumer.  Social media marketing is less about who you are targeting than who chooses to connect with you.  Marketing looks a little more like self selection.  And in order to be successful you need to be definable.  You need to mean something.  And you need to be genuine. Lady GaGa clearly is a champion for everyone who feels like they live outside the mainstream.  A little different:  A little monster.  Brilliant!  Who can’t identify with that?!  Lady GaGa’s success can easily be seen through the traditional lens of the 4ps as each is uniquely crafted to the Little Monster.

Is social media the right viewpoint for target market definition?  Given it’s enormity, growth and , transparent nature the answer “Yes!”.  Social media is a requirement for target market definition.  Pay attention to who self selects and hone your positioning to that Little Monster!

Filed under Branding, Music, SocialMedia Tagged with , , , , ,

Follow

Get every new post delivered to your Inbox.