Research - Market/Audience

Audience

target audience
The cafe is very family orientated so we would be aiming at parents aged 30+. Because of its dog friendly nature we would also market to dog owners and walker who would be stopping at the cafe. In addition to this, through research and visiting the cafe, we found the morning customers were a lot older at around 60+ so we would be need to aim at this age group too to reach a greater audience.

area
We are marketing to people who live in Chelmsford but mainly to the surrounding areas like Danbury, Billericay, Wickford etc. Most people in Chelmsford are aware of the café but people in further areas might not know about it. If they are dog walkers and live in areas that don't have good places to walk their dogs they may be more encouraged to use the café

devices etc
As the promo is internet based, we need to ensure that the audience viewing can watch it on all devices; phones, tablets, pc's etc.

Marketing 

distribution
We are marketing via the internet so we will use their website which will feature the promo on their home page. We will also be using YouTube and social networking sites like Facebook, twitter and linked in to link and upload the promo.

our idea
Our idea is to get a lot of footage of the surrounding areas like Hylands House and Hylands Park. We would also show what else the café has to offer like dog friendly areas, gift shops and the work shops. This will encourage people to come as it isn't just a café it has other things to do, it would also bring in a larger target audience.

media
In addition to the promo we can also offer the café stills to add to their website, we will also be designing text intros to the promo so they use these as idents on the websites or added graphics to the titles.

marketing tools
There are various tools the café use as marketing tools to sell to wider range of people, we will focus on these in production to sell the café at its advantaged. These tools consist of;

• Fresh food
• Promoting healthy eating
• Free range coffee
• Gluten free meals
• Vegetarian options
• All day breakfasts
• Sunday roasts
• Homemade dog treats