Name of your brand Budget Picture of your product Company logo (if you have one) This slide must be included

BACKGROUND Think about where your product has come from – how did you come up with the product and name or if an existing product what is its background. Things to include in the background are: 1.Name of brand 2.What the product is e.g. Make-up range, new computer / laptop 3.What is it designed to do – why is it special? 4.Any other interesting information you need to provide about your product or company This slide must be included

KEY COMMUNICATION This is the information that you want all journalists / editors to know. Any mention of your product in an magazine / radio / newspaper etc must carry this information. When you approach a journalist this is the information you tell them. Areas to think about are: What is your product What is the brand name Why is it special or different to any other product How much does it retail at When will it be released onto the market Any other details that will make an editor sit up and listen to you This slide must be included

TARGET AUDIENCE Who are you targeting? What is your demographic as a general idea to audience, now you have to think about your specific ‘target’ audience – who do you want to grab and make them buy your product. Primary : This is your main audience focus – does your product and brand (very important) focus mainly on, for example: Men aged 20 – 40 yrs Upper middle class The Life Matrix: Digital, free, young spirited Emulator - achiever People who are fans of....(e.g. technology, beauty products) Secondary: This is your secondary audience – not as important as primary: Women aged 20 – 30 yrs Digitally aware Upper middle class Part of a couple – partner primary target NOTES: At the bottom in the ‘Notes’ part explain your reasoning for the above – make sure you explain in detail – give as much information as you can! This slide must be included

DEMOGRAPHICS Who watches/ reads/ buys what? Demography is the study of human population. Demographics include filtering or identifying people by: RACESEXUAL ORIENTATION CLASSJOB GENDERRELIGION AGEDISABILITY

DEMOGRAPHICS What do you think are the most commonly considered demographics for a PR practitioner? Class/ Income/ family status Age Gender Interests/ Attitudes & Beliefs Race

DEMOGRAPHICS RACE/ ETHNICITY- Country/ Cultural Origin i.e. African, Ethnic Minorities (within a culture), British, Asian etc… INTERESTS- i.e. fishing, sports, films- this helps in identifying WHO buys certain products/ watches certain programmes. For example, men that like film often like gadgets. Men that like cars quite often like football… AGE- We usually split into RANGES i.e. UNDER 16, 16-19, 19-25, 30-45, 45-60, OVER 60

DEMOGRAPHICS GENDER- Women are the most sought after by TV advertisements. 60% yr olds buying properties are Women. 70% of household purchases are done by Women (UK centric). Men still make 64% of business decisions so are still targeted. Men are often split in to 2 intersecting segments: Degree of success achieved. Balance between “new” man and the more traditional “old” man.

DEMOGRAPHICS FAMILY LIFE CYCLES- SINGLES- Young single people living alone. NEWLY MARRIED COUPLES- young with no children. FULL NEST 1- young married couples with youngest child under 6. FULL NEST 2- young married couples with youngest child 6 or over. FULL NEST 3- Older married couples with dependent children. EMPTY NEST 1- Older married couples still in workforce, no children living with them. EMPTY NEST 2- Older married couples retired, no children living at home. SOLITARY SURVIVOR IN WORK PLACE. SOLITARY SURVIVOR, RETIRED.

DEMOGRAPHICS Youth Market- The Youth Market is usually divided into “TRIBES” modern tribes include; Punks Trendies Goths Rock/ Metallers “Chav” “Trailer Trash” Can you think of any more?

DEMOGRAPHICS ATTITUDES & BELIEFS- BELONGERS- Traditional, conservative conformists; family-orientated, like security, hate change and like a strong community EMULATORS-Young people searching for an identity, desiring to fit into adult world, but can be discouraged about prospects. EMULATOR-ACHIEVERS- Successful, enjoy acquiring things and buy brand names. SOCIETALLY CONSCIOUS ACHIEVERS- Inner peace and environment more important than financial success; want personal fulfilment, lovers of outdoors and fitness, like to experiment. NEEDS DIRECTED- Survivors on incomes that only allow needs and not wants to be fulfilled; pensioners and those on unemployment benefits, for example.

DEMOGRAPHICS “Abraham Maslow developed a model called the "Hierarchy of Needs”, which demonstrates that we must fulfil our basic needs (at the bottom) before progressing up to the next step and so on. Advertisers know this…there is no point advertising a flashy new car with GPS, blue lights, original design to someone who can barely afford to live. If they need to buy a car, they will want to know how it can get them from A-B to help them make a living.

Values, Attitudes and Lifestyles: The Lifematrix One of the latest approaches to audience targeting has grown out of the field of Market Research. The LifeMatrix tool defines ten audience categories, centred around both values, attitudes and beliefs, and more fundamental, demographic audience categories (we will look at demographic next lesson) 1. Tribe wired Digital, free-spirited, creative young singles 2. Fun/ Aspirational, fun-seeking, active young people 3. Dynamic Duos Hard-driving, high-involvement couples 4. Priority Parents Family values, activities, media strongly dominate

5. Home soldiers home-centric, family-oriented, materially ambitious 6. Renaissance Women Active, caring, affluent, influential mums 7. Rugged Traditionalists Traditional male values, love of outdoors 8. Struggling Singles High aspirations, low economic status 9. Settled elders Devout, older, sedentary lifestyles 10. Free Birds, active, altruistic seniors

EXERCISE Can you identify yourself in one of the tribes and one of the specific attitudes and beliefs? How do you think a PR practitioner could persuade/ influence you towards a product? Can you think of any time you may have been PR’ed?

DEMOGRAPHICS CLASS- We divide class into 5 categories: A: Upper Upper Class: i.e. Royalty/ PM etc B: Upper Class: MPs, Consultants, Lawyers, Headmasters, Bank Managers C1: Upper Middle Class: Teachers, Secretaries, Solicitors, Architects C2: Lower Middle Class: Plumbers, Electricians, Mechanics D: Upper Lower Class: Unskilled workers i.e. Shelf stackers, road sweepers, rubbish collectors E: Lower Class: Unemployed, Homeless, Non-income

Group work In small groups look at the products below in relation to background, target audience and key coms. Present your ideas (in detail) to the rest of the class and justify why you have chosen the direction you went in.