S.T.P Marketing and Profiling

S.T.P= Segmentation, Targeting and Positioning.

Segmentation is the process of grouping the market into distinctive groups to gain for example,

·         demographic this is basic information such as age, gender, culture, social class

·          behavioural

·         Geographic such as where you live

·         psychographic is any interests such as music, fashion

Targeting is known with Doyle's 5 factors which assess the segments attractiveness.

Positioning is the process of choosing the right target market Positioning is the implementation which creates the overall event image to the chosen market.

Following STP the events organisations can reach the specific market who will attend events.

"Nearly two fifths of adults claim to have visited a music concert or festival during the past year, with nearly a third having been to a concert and one in ten claiming to have been to a festival" (Mintel, 2009) From these Mintel statistics it’s apparent that there is a target audience for The Brits and the California Girl tour.

Who will go to The Brits?

The Brit Awards segmentation will have a broad range of demographics across the UK as the live event will be broadcasted to a huge audience. In 2008 the show was broadcasted to an audience of 6.1 million. The Brit awards are the largest UK music awards show therefore I can make the assumption the audience will have the main interest in music. Finding a specific audience for the Brits is quite hard, therefore I’ve chosen to look at the most popular music agent the NME, which the annually mentions the Brit awards.

Using this as a basis to get a profile for a Brits attendee or watcher we can see its most likley to be a male, who's aged 16-24 in the ABC1 catagory.

Who will go to the Katy Perry tour?

After her sell out Hammersmith show in a few hours, I can see she has A Lot of fans. To get a profile of people who will attend her tour I’m going to look again at the media which Katy Perry’s features in, specifically looking at a recent interview in Cosmopolitan. The interview includes information on her general life and career.

for the Cosmopolitan interveiw, click here.

“Cosmopolitan magazine holds a spot as one of the most successful women's magazines of all time. In the late 1990s it boasted a circulation of 2.4 million readers in the United States, and an impressive 29 editions in other languages” (Book Rags,2010)

The Cosmopolitan website provides demographics; looking at these we can create a profile of a potential attendee to her tour. The assumed profile would be mostly female aged between18-34, earning on average $27,000+.

The marketting tool both event teams chose have to reach the taget audinces, therfore they should use all forms of marketting tools which will reach 18 - 34 age group.