Together we have worked on this project and concentrated on our areas of specialism. We have all worked on the research of the target audience that DECE would be aiming its products at. We came to the conclusion that brands such as Fat Face, Animal, O'neil etc. are their biggest competitors. We also looked into companies such as Toms who are first and formost a footwear selling company, but also have a charitable side to them similar to DECE. They give away a pair of shoes with every pair bought to a child in need. We also decided that DECE should aim at Tom's level of advertising.
When thinking of doing a target audience persona break down, I though the easiest & most accessible person to do it on as a practice was myself! I am the sort of person that would buy a DECE product, so I asked myself these questions:
cafes you visit
method of transport
holiday destinations
sporting activities
favorite brands
education
branded footwear
favorite drink when out
brand of confectionary
brand of tea bags
hobbies/interests
brand of cereal
super market of choice
This was the mood board I came up with:
This was more of a practice into investigation the target audience DECE want to aim at. This in depth level of questioning about aspects of peoples life from what they wear to were they holiday will give the campaign greater knowledge into the kind of advertising will best suite their audience.
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