Was I right about target audiences?

It is important to know your target audience so you can understand the market you are advertising to. To advertise successfully you must become familiar with their habits, expenditure, annual income, likes and dislikes.

The National Wedding Show

As the average wedding costs £20,000 getting to know your market can prove very lucrative for the exhibitioners at The National Wedding Show. 

On The National Wedding Show website I found the following information about their clients. (The information was in the exhibitors section of the website)

• The average household income of visitors is £58,000
• 89% of visitors are in the ABC1 socio-economic band, our audience has the ability, as well as the desire, to splash out!
• The average spend of visitors as a direct results of the show is £1,427
• 97% of visitors come with the bride
• 27% of visitors come with the groom
• Half of all visitors bring the mother of the bride
• 40% of visitors come with their bridesmaids
• You have access to not only the bride but the bridesmaids, mother of the bride, groom and a whole host of the wedding party
• The average group size is 2.6
• 4 out of 5 visitors dont visit any other Wedding Show
• 77% of visitors are getting married within the next 7-18 months you are gaining acces to couples in the early stages of their planning when lots of decisions are still to be made - 69% of visitors say they are in the early stages of their planning

I guess I was correct (ish) in assuming the brides bring along their mothers but was surprised to see it was only half the visitors and only 40% brought the bridesmaids. I think the information provided by the National Wedding Show will be invaluable to the exhibitors as they then know exactly what stock etc to bring.

Ben Howard

Unsurprisingly Ben Howard's website doesn't include easy access information about his target audience. I've had a look at some Mintel reports to help work out a more accurate view of his target audience.

Looking at folk music in general Mintel states that this genre is more of a male dominated are with 68% of folk listeners being male and 56% of folk music listeners being over 50. However saying this as Ben Howard's music said to only have folk influences these statistics can not be directly applied however if we have a look at live music events statistics from Mintel (seen as though we are looking at his live shows) we can see that the growth in live music attendees is down to artists targeting the younger audiences through the use of social media, making ticket buying easier and through the increase of awareness of the events.

So far there hasn't really been any similarities between the two events, however I expect that both of the events will use similar techniques in targeting the audiences especially due to the increase of social media in the past few years, we'll just have to see if that is the case in a later blog.

xoxo