My Target Audience

This is my research for my target audience.

 1. Product/Company Description:

• Company/Product Name: Nike

• Product Overview: Nike 1970’s shoes
• Example:

2. Target Audience Demographics:

• Age: 50+ years old.

• Gender: Primarily female but also targets any gender.

• Income Level: People who are on a pension.

• Education: Any educational level.

• Occupation: Retired.

• Geographical Location: Any region but primarily the United States.

  
  

3. Target Audience Psychographics:

• Interests: Going out often, socializing and doing sports in their younger days.

• Lifestyle Choices: Active, partygoers and fun former lifestyle.

• Values and Attitudes: In the 1970’s people were questioning self identity, looking to express themselves through various means.

• Opinions: I think that if they weren’t very active or social during their young days, it will take away the main point of the advertisement away.

  
  

4. Understanding Consumer Behavior:

• Needs: The need to do something active or interesting.

• Motivations: It reminds them of their past, eventful lifestyles.

• Pain Points: The pain of staying home all the time and doing nothing (getting bored).

4. Understanding Consumer Behavior (Adjusted):

• Needs: Long lasting shoes.

• Motivations: To stay active even at an older age (To stay healthy).

• Pain Points: Aging and getting weaker.

5. Competitor Analysis:

• Competitor Name: Adidas, Asics, Skechers, New Balance.

• Competitor's Target Audience:

  
  

  - Adidas: “Athletes and youth between the age of 20 to 30. They also target 13 to 18 year old athletes as they may potentially be the future generation of prominent athletes”
  - Asics: This brand used to appeal to the older generation, however they are now trying to target youth and teens under 25 years old who are passionate about sports.
  - Skechers: They target mostly women at the age range of 20 to 60 year old who like to exercise and follow trends.
  - New Balance: This brand primarily target 14- 24 year olds with a generally balanced male to female audience. They also target sports enthusiasts.
  
  

6. Target Audience Persona:

• Persona Name: Former social butterfly.

• Age: 50 years old.

• Gender: Female.

• Occupation: Retired.

• Interests: They used to like going out and partying.

• Lifestyle: Now they are retired, having an uneventful lifestyle.

• Values and Attitudes: Self expression, entertainment.

• Needs and Motivations: The need to feel something or to have an eventful lifestyle again.

• Pain Points: Boredom.

6. Aligning Advertisement with Target Audience (Adjusted):

• Persona Name: Elder with an eventful past. (Kate)

• Age: 50 years old.

• Gender: Female.

• Occupation: Retired.

• Interests: Very active and still are doing exercises.

• Lifestyle: Peaceful but still maintaining her health properly.

• Values and Attitudes: Self expression, maintaining peace.

• Needs and Motivations: She needs to be active, therefore needing exercise. She doesn't have any particular motivation, she has been taught how to live a healthy lifestyle since she was young.

• Pain Points: Aging.

7. Aligning Advertisement with Target Audience:

• Message: Bringing the old ages back to the present.

• Visuals: Bright colors and colors mainly used in 1970’s parties.

  Example:

  
  
  

• Tone: Reminiscent and nostalgia.

7. Aligning Advertisement with Target Audience (Adjusted):

• Message: Nike, always with you.

• Visuals: Warm tones for the flashbacks and cooler tone for present time scenes.

• Tone: Reminiscent and nostalgia.

Reflection:

Making this target audience sheet was actually not too difficult as I had already laid out a plan in my head beforehand. I would say that the most difficult part was to come up with the message that I am trying to convey to the target audience and to decide the pain points and motivations since I never really thought about those before. Next time I would probably make the descriptions for each points more detailed so it would be easier once I start making the storyboard. However, I think that this research definitely saved me a lot of time while creating my actor (Kate) for the storyboard.