Art is Everywhere
PROPOSAL
Advertising Recommendations
Target Market
Being a professional photography collective, All is Amazing’s target market can certainly appear to be wide reaching. However, upon doing a well thought out research survey, we have come to identify the specific target market that All is Amazing mainly appeals to. They started to make a name as a brand by capturing the nightlife scene in Kuala Lumpur and showcasing their work on social media.
This enabled them to capture the young adult demographic, or more specifically those aged between 18 to 24 years. These are people who are currently pursuing their higher tertiary education or those who have just finished their higher education and have just entered the working field. It is easy to deduce that those in this age group are up to date with the latest developments and trends that take place all over the world, from the latest fashion statement to the coolest app to use.
Apart from that, being a young age group with newfound freedom and relatively low responsibility, they are more prone to carrying out leisure activities such as nightlife partying, travelling and attending art/music festivals. Such a group in this day and age are interested in experiencing new moments and capturing them. Almost 80% of the respondents of our agency’s survey were by those aged 18 to 24 years, followed by those in the 25 to 31 year old age group at 20%. The remainder are those aged 32 years old and above, but only amounting to less than 5% of total respondents.
The survey also identified Instagram as the most popular social media platform used, with about 82% using the app. Coming in at second is Facebook with almost 60%, Twitter third with 35% and Snapchat surprisingly at 4th with around 17%. This gives us a clear indication on what is the most effective social media platform to target our audiences with our digital advertorial content. Instagram’s popularity among our target market can be attributed to the simplicity, accessibility and universal appeal of the social media platform, characteristics that adhere to the ideals of those aged between 18 to 24 years old.
Another key aspect that we found with our target demographic is that a majority of them are creatively inclined. A whopping 70% of our respondents are into music, followed by visual arts at 61%, photography at 56% and fashion at 45%. However, it is important to note that many respondents chose more than one art of interest, which indicates further inclination into the creative domain by our demographic. This is further strengthened by the fact that the majority of respondents also practice their artistic interests on a daily basis.
Nevertheless, the brand awareness of All is Amazing among our target market shows mixed results, as 56% of respondents knew who they are while the rest did not. Given the sizeable social media presence All is Amazing has on Instagram (over 12,000 followers at the time of writing) and how creatively inclined most of our respondents are, it is surprising to find out that almost half of them are unaware of the brand. This discovery further solidified our resolve to make brand awareness as one of our key objectives.
As mentioned earlier, our target market are also those who are up to date with the latest trends and developments. This is also true in the domain of technology as up to 90% of our respondents know what Augmented Reality is and are interested in attending a photography exhibition that integrates Augmented Reality. Their insights on the struggles of artists are also even across the board, with a majority of them citing finance, opportunities and exposure (or lack thereof), and negative perceptions as the main struggles creative face. When it comes to the local artistes that inspire them, Kenji Chai and Red Hong Yi share the top spot, followed by Midnight Fusic, Dude de Doodle, Kittie Yiyi, Tay Keen Meng and lastly Tommy Lee.
Another important psychographic characteristic of our target market is the predisposition for individuality. The current generation of young adults have grown up in a world where their needs and wants are designed to revolve around their personal preferences. They are most interested in not how well a brand or it’s products function, but rather how these brands or products place them first and make them feel. This is even evident with modern day advertorials, particularly those that appeals to our target market (18 to 24 years old), in which the main focus is on the individual watching the ad and how the ad makes them feel a certain way (cool, sexy, special, fun and etc).
With such a wide array and detailed set of demographic and psychographic insights, the questionnaire has helped the agency to not only determine who their target market are but also how to appeal to them. Why is why our exhibition, which is the main component of our campaign, showcases the stories and struggles that the artistes being exhibited went through, and how they overcame them to be in the successful position they currently are in. To showcase each individual’s personal story and path, we are able to appeal to the individual on an emotional, psychological and rational basis. The target audience will be able to relate to the artistes being showcased by identifying with characteristics that resonate with them as well.