YCN / Target Audience

For the re-written brief my target audience generally speaking is music related businesses & music labels/agencies. 

So i came up with a list of possible companies and that to send this mail shot too. 

YCN / My chosen brief

Taking the two briefs to Martyn, we both came to the decision that the Brief based on hiring the BME out was the better one, it seemed a more interesting & different idea and also the more exciting out of the two.  

It was also at this point where martyn came to me and showcased a concept he had come up with! I really liked it, partly because he had done his best to make it exciting and funny. The general jist of it is, 'rekindle your youth' the premise of it was to look at people who have once had a big passion for music yet due to age and general life their dreams go out the window. Getting the people to rekindle these fond memory's of their lost passion. Our plan is to work on both the concepts separately, helping each other with certain bits, pushing the ideas further! But yeah working on these concepts till we get a good idea of how each one will look and what not, at this point we shall choose one and submit it!  

Brief: 

Promote the BME as a function room available for hire, aswell as an interactive museum. 

Concept: 

The BME has a 3,768 sq ft function room available to hire whenever! Not enough people know of this and are therefore not using the space.

Background: 

The space can be used for many a thing, Cocktail Reception / Rock or Pop Gig / Private & Corporate events / Awards Ceremony, etc.

Target Audience:

Music related Businesses, Music Agencies & Labels based around the London area. 

Tone of Voice:

Exciting, Persuasive, Informative, Friendly, Fun

Considerations:

Think conceptually! 

There is the need to contact the target audience directly, what is the best way to do so?

Go big or go home. 

Mandatory Requirements:  

Must use the BME logo keeping the original colours. No changes! 

Deliverables:

3 X A2 Presentation boards - YCN

5 X A2 Presentation boards - Hand in. 

YCN / Re-written Briefs

Two different briefs & concepts i came up with from looking once more at problems and TA's, First one is aimed at children, well getting children to go on an arranged trip with their schools, possible to look at a collection ages, anything from 7-19! It would be in the form of a mail-shot sent to chosen schools, it is a bit boring but could look very nice if made all proper, portfolio piece and all that jazz.

The second is a little bit more fun, more possible outcomes i feel, I found out that the BME actually rent the place out for all kind of events, private & corperate, so i thought we could target music labels based around London and also Music related businesses such as HMV, telling them about the possibilities of renting the place out, good thing to base it around would be christmas parties. 

YCN / Target Audience

Considering the problems i need to now think of the possible target audiences. 

What me and Martyn realised from the crit was that our chosen audience (Families) were the people that are already going to the BME, and will probably be the majority of existing custom the BME get. 

So what we want to do is to get people to the BME, as no one knows who, what or where they are, ergo sum no one is going, so we need to get people there, families are already going, so new possible Target Audiences...

. Schools

Getting children from a large range, 7-19 yrs to go for an educational visit with schhool to the BME, Go to learn, discover interact and play! 

. O.A.P's 

They have a lot of spare time, a lot of which will have a passion for music, maybe not current tunes but will have roots to the history, where to better to go for that than the BME!

. Workers (Inside the O2)  

The O2 is huge, and during the day there is always a lot of people working around the arena, so why not try and get these guys to come in on their breaks or after or before work, have a bit of a play and what not!

. Workers (Outside the O2) 

The O2 is situated in a very busy area of East london, notably the famous Canary wharf, which is home to bloody loads of wealthy young professionals so lets try get these guys into the museum whether it be for an hour during breaks or a small taster for them to then come again in their own free time, weekends and such.

 

YCN / Problem

These are the problems i see the BME having, 

. People don't know who they are

. People don't know where they are

. People don't know what they are 

. They don't know what their target audience is

. Their visuals are shit 

. No one goes during the week

. People don't know how to get there

. They have no/minimal advertising 

. They have no advertising outside of their own website / O2 website 

Now combined there is a rather large problem! 

*People don't know who/what/where they are* 

This is the problem i feel we need to tackle, tell people (yet to be determined what specific audience shall be)about the BME, what the place is and what goes on there and to let them know where it is, how to get there etc!

YCN / Post crit

Didn't go too well, what was pointed out to us was that our target audience may not be the most appropriate as it is families that are already going, and families in itself is a very broad audience. Furthermore our problem that we had identified was quite superficial as we kind of just looked at the BME and decided that their imagery was pretty poor and represented them in the wrong light, to solve the problem we decided to make better and more exciting imagery across as many formates as possible. 

Heartbroken and defeated me and Martyn went away to re-assess the brief and to really hone our target audience and come up with a better problem.

Poster Mock-Ups