Research and marketing- 'Google stories'

I saw this video advertised on televison and found it quite interesting. It is a short film in a series of documentaries, produced by Google, documeting individuals inspirational stories about their interests and hobbies. This particular video is about a man, Andrew Willis, who has a passion for skateboarding and was given the oppurtunity to build a skatepark.

I particlurly liked this video as the filming is very bright and crisp. It also has a very positive and personal feel to it and keeps the viewer interested so that it appears less like an advert. I felt that it is a very clever marketing scheme as it subtly promotes google through out, as you see him using the search engine a number of times- on his laptop and phone. Howvever the focus is always kept on Andrew Willis and you tend not to consientiously take in the Google references and it does not feel as if it is an advert.

In terms of marketing for my documentary, I have taken inspiration form this and plan on using individual interviews from my documentary as an advert to prevent the feel of an advert and trying to sell something to the audience. This will be subtle and interest the audience without a forceful advert to entice them to watch my documentary.

 

Target audience

 

I researched into the target demographic of my topic- the vinyl revival in order to gage their likes and dislikes so that I can create a documentary best suited to my target audience.

I looked at the BPI website for this as they are a UK based trade organisation made up of the main major record companies and a number of independent record companies, representing 90% of all UK recorded music, therefore being generally very reliable.

'Older buyers dominate but young are becoming converts'

'While the poll shows 35 to 44 year olds to be the largest consumer group (28.5%), younger buyers are also seeing the appeal of the format, with over a third (35.3%) aged under 35. Just under half of respondents were married, and men made up the majority of the self-selecting sample (87.4%).'

http://www.bpi.co.uk/home/vinyl-revival-continues-as-lp-sales-reach-highest-level-in-more-than-a-decade.aspx 

Research by ICM suggested 18 to 24-year-olds were buying more vinyl records than any other age group under 50.

Consequently I hope to be able to give my documentary a relaxed, modern feel in order to appeal to a slightly younger viewer as well, however as it has also been shownh that 35-44 are also a dominant group buying vinyl. Therefore I hope to make a documentary that is fairly suitable for both to encompass as large an audience as possible.