Audience Analysis: FIFTEEN SECONDS

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Lukas Lanbacher | Advertising Communication Technology 1 | 1 Term 2016

The Fifteen Seconds Festivals it is about a Marketing Festival which takes place once per year in the historical city of Graz in Austria. They call it also the festival of Europe’s curios minds where 3.000 participants, 120 speakers and 900+ companies in 12.000 m² are coming together. In these two days the audience is getting connected with certain backgrounds and facets of economy, innovation and creativity. The elite of speakers is coming on to the stage and cover a broad range of success stories global brands. The speakers challenge trends, share insights and inspire with their ideas of the future.

The organization also built partnerships that are mainstay. Since getting big ideas going never happen alone, therefore the brand teamed up with certain companies and brands.

Business analysis

Marketplace position

The brand Fifteen Seconds is organizing a festival which takes place once per year, the rest of the year the audience is being kept in touch about new trends via press releases and blogs. Therefore Fifteen Seconds is manufacturer or a primary service provider.

Revenue Models

The revenue streams the brand takes from the sold festival tickets and through the support of their partners, thus we are talking about the “direct product sales of product or service” model.

Commercial Model

Connected to the previous description the “fixed-price sale” will be the most reasonable commercial model.

The on-line contribution

The tickets of the festival are being sold online, however to consume the event consumers have to leave the virtual world for going in to the real world to savor it. There it is about “Bricks and clicks” a mix of on- and offline transactions and customer service.

Situation analysis

All consumers are taking place at the festival for the same reason and that is for being kept in touch about the insights of new trends in the incoming year. Thus we are speaking about three main personas which are getting analyzed in a later point.  That are going to be students (with a main emphasis in economics, marketing, communication or design), employees (who are working in one of the just named sectors) and CEOs or persons who are running their own company. These kind of personas is willing to learn about economic, innovation and creative backgrounds. Furthermore to take the findings outside of the festival and to connect them with their profession. One more reason because people come to the Fifteen Seconds Festival is of the possibility of doing some networking. Which means that during the festival any visitor has the chance to get a conversation with speaker of the world’s biggest and most famous brands or companies.

Demographic analysis of personas

  1. Students
  • Education level & Occupation:

 People who are working on their university degree (Bachelor or Masters / higher education), with the main emphasis in economics, design, marketing or communication.

  • Location:

 As the Event takes place in Graz (Austria), students in German speaking countries will be targeted.

  • Income level

The income level of students generally is low that’s why extra early birds tickets for students are provided (100,-€ instead of 800,-€).

  1. Employees
  • Education level

That kind of personas shows a higher education level (University degree // High school degree with the main emphasis in design or economic)

  • Occupation:

They are working for a company or a brand or even as freelance in the marketing, communication, economics and design sector.

  • Location:

The communication targets mostly the German speaking countries and a small group of other countries in Europe.

  • Income level

The income level is middle to high depends on the sector they are working for. If they are no freelancers, which means they are working for a company, so the tickets are mostly getting paid by the employer. As the festival gives the visitor new findings and knowledge pushes employees on working more efficiency it is also in the interests of a company to give them the opportunity to get the insight of that sector.

  1. CEO/Entrepeneur
  • Education level

That persona shows also a higher level of Education (University degree).

  • Occupation:

They are running their own company or they are keeping a very important position in a certain company.

  • Location:

The communication targets mostly the German speaking countries and a small group of other countries in Europe.

  • Income level

The present personas are showing a higher income because of their important position in a company

Psychographic analysis of personas

  1. Students
  • Personality

People who want to make career and living a successful life, therefore they would like to earn one time a good salary.

  • Attitudes

People who are interested in incoming trends as economic development/innovation or creative produce of content in advertising (PR, Corporate Social Responsibility and so on) | Willing to networ for getting future contacts (jobs etc.) | People who show a lot of passion in this sector and they love what they do.

  • Lifestyles

Having the latest technologies as Smartphones, Smartwatches, | Some of them are even Bloggers who have their own blog already.

  • Behavior

Those personas mostly does not buy a newspaper in at the street, hence reading the online newspaper | They spend certain hours in front of their smartphone and ultimately in Social Media Networks as Facebook, Instagram, Pinterest, Snap Chat, Twitter and so on | Being updated at any time | Credit Card Payment.

  1. Employees
  • Personality

These personas are doing a job because the like it, which means that is not just a 9 to 5 job, no, they show a high rate of passion in what they are doing.

  • Attitudes

People who are interested in incoming trends, economic development/innovation or creative produce of content in advertising (PR, Corporate Social Responsibility and so on) | Networking for getting future contacts (jobs, partnerships etc.) | People who show a lot of passion in this sector and they love what they do

  • Lifestyles

People who are already doing the job they like which means they are following their passion |

People who want to make career and living a successful life, therefore earn a good salary.

  • Behavior

As well as the persona “Students” the “Employees” are spending a lot of their time online | It depends on the behavior it could probably be that some of them are still reading the newspaper as they work and have breaks and so on | Being updated at any time | Credit Card or Online Payment.

  1. CEO/Entrepreneur
  • Personality

CEO/Entrepreneur reached already the top level of the career and they reached the top of the pyramid of Maslow | We are talking about person with Charisma, Enthusiasm and Effort, which means they are really good in that what they are doing, we can call them also experts.

  • Attitudes

People who are interested in incoming trends, economic development/innovation or creative produce of content in advertising (PR, Corporate Social Responsibility and so on) | Networking for getting future contacts (jobs/partnerships etc.) | This target group shows the highest amount on passion for their business as they are keeping a really high position in the company | They are also willing to push their company in forward, therefore festival tickets are provided heir employees to give them the best insight what the market has to offer and to reach the most efficient workflow.

  • Lifestyles

People who are already doing the job they like which means they are following their passion | The fact that they have a high position means that they spend many hours at their job | That group has much money, therefore they drive expensive cars, are traveling a lot because of the job, do expensive holidays and so on.

  • Behavior

CEO/Entrepreneur are reading mostly economics and financial newspaper as online as printed (because the printed one contains a higher amount of information) | They can also be found on Social Media platforms, the most important one will be the Linked In as it is a networking based platform made for business.

Personas: Sara

Sara is a 22 year old student who is doing her master degree in “Communication and Public Affairs”. Her courses of study she chose fit perfectly in her interests. Later on when she is done with her degree she would like to start a big career in which she is going to earn a lot of money.  The objectives are therefore working in the public relation sector of a well-known company as for example Lufthansa.

The notes which Sara takes from the classes in the university she types on the newest MacBook and of course she get the latest version of the I-Phone in which she is online 24/7. That means that she checks her likes on Facebook, Twitter, Instagram etc, constantly. We can call her a social media junky because all her life it’s about communicating online. If she does not get enough likes for an Instagram post she is going to be upset, that’s why she is publishing her daily life on Social Media.

Apparently from that Sara is interested in the economic environment, thus she is reading every day the newspaper (economics and finance).  She is also always updated about the newest trends in the market, you can ask her anything and she will know it.

Sara is a really diligent girl. If her friends are going on vacation in the summer holidays, she is doing an internship at a company to get some work experience and therefore to move her career ahead.

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