LO4 Researching how to analyse Life In Between
TODAY’S TASK
Throughout the marketing of The Grand Tour a rarity of techniques and methods have been used...
One below the line marketing method used to target specific users was the original idea of using Amazons smart assistant, Alexa to promote the show. Fans of the show could receive teasers about the show via Alexa. Furthermore, anyone downloading The Grand Tour skill onto the Amazon Echo speaker could answer questions about the show and unlock extra video content. This new and original way of reaching audiences creates a great interest and intrigue in the show thus engaging a wider audience and potential audience. In addition to this, this form of marketing better suits the target audience for The Grand Tour as the use of modern technologies better appeals to younger digital natives and the younger audience of the online streamed show.
On the contrary the show has also used above the line methods to market the products to a mass audience. As part of this method bold and eye catching scenes of car crashes were placed in key locations. The brand decided to do this in several busy locations to appeal to the largest amount of people possible, all of varying ages, genders and locations. This is because this stunt was pulled in Londons King Cross, Berlin and the final one in Los Angeles meaning the marketing method will reach a more diverse audience and possibly involve people that would not normally be drawn by more traditional methods such as online advertising or billboards for example.
Other methods include targeting mass audiences via online advertising. Material promoting the show would be distributed by online platforms such as Instagram, Twitter and Facebook. Such promotional material could include teasers trailers of the episodes, behind the scenes and opinion polls for the show, all of which the user can interact with. Furthermore, online advertising via social is also cheaper method of advertising as a lot of the time it can be utilised for free, or alternatively be enhanced by promoting individual posts in order for them to reach a wider audience base more than the followers of the account alone. Another advantage to this above the line method would be that it allows the product to directly reach a specific demographic of its target audience, aside from social media marketing predominately appealing to a younger generation of digital natives, the marketing can also be tailored to be shown to certain to certain groups. For example content that would appeal to the older age bracket of the target audience could be directly shown to them, whilst content which would have a greater appeal to younger audiences can be directed through using the tools provided by Twitter and such sites for promoting a post to persons that meet a set criteria. In addition too this the post and content outputted by such channels can then be shred and interacted with via the audience which increases its reach, this is also a valuable tool in which to gain feedback on the show. The shows producer Andy Wilman stated the team would measure the first episodes success by what viewers tweeted, showing how valuable this tool is. However, this method has negatives also. Social media generates negative users, these negative elements include spammers, scammers, trolls and all other sorts of malicious individuals all out to do harm to your online reputation.
Would-be fans could also receive teasers via Alexa, Amazon's smart assistant. Anyone downloading The Grand Tour skill onto the Amazon Echo smart speaker could answer questions about the show and unlock extra video content.
Last week the show's producer, Andy Wilman, said the team would measure the first episode's success by what viewers tweeted.
Title on blog is LO4 Researching how to analyse Life In Between
To investigate above and below the line advertising methods that could be used to advertise Life In Between, choose a real-life case study on a similar product and conduct research into how the product reached its target audience.
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Pick three above the line methods and three below the line methods and analyse the strengths and weaknesses of each in reaching the target audience.
Write up this research and how it would help you think about how you could advertise Life In Between.
Throughout the marketing of The Grand Tour a rarity of techniques and methods have been used...
One below the line marketing method used to target specific users was the original idea of using Amazons smart assistant, Alexa to promote the show. Fans of the show could receive teasers about the show via Alexa. Furthermore, anyone downloading The Grand Tour skill onto the Amazon Echo speaker could answer questions about the show and unlock extra video content. This new and original way of reaching audiences creates a great interest and intrigue in the show thus engaging a wider audience and potential audience. In addition to this, this form of marketing better suits the target audience for The Grand Tour as the use of modern technologies better appeals to younger digital natives and the younger audience of the online streamed show.
On the contrary the show has also used above the line methods to market the products to a mass audience. As part of this method bold and eye catching scenes of car crashes were placed in key locations. The brand decided to do this in several busy locations to appeal to the largest amount of people possible, all of varying ages, genders and locations. This is because this stunt was pulled in Londons King Cross, Berlin and the final one in Los Angeles meaning the marketing method will reach a more diverse audience and possibly involve people that would not normally be drawn by more traditional methods such as online advertising or billboards for example.
Other methods include targeting mass audiences via online advertising. Material promoting the show would be distributed by online platforms such as Instagram, Twitter and Facebook. Such promotional material could include teasers trailers of the episodes, behind the scenes and opinion polls for the show, all of which the user can interact with. Furthermore, online advertising via social is also cheaper method of advertising as a lot of the time it can be utilised for free, or alternatively be enhanced by promoting individual posts in order for them to reach a wider audience base more than the followers of the account alone. Another advantage to this above the line method would be that it allows the product to directly reach a specific demographic of its target audience, aside from social media marketing predominately appealing to a younger generation of digital natives, the marketing can also be tailored to be shown to certain to certain groups. For example content that would appeal to the older age bracket of the target audience could be directly shown to them, whilst content which would have a greater appeal to younger audiences can be directed through using the tools provided by Twitter and such sites for promoting a post to persons that meet a set criteria. In addition too this the post and content outputted by such channels can then be shred and interacted with via the audience which increases its reach, this is also a valuable tool in which to gain feedback on the show. The shows producer Andy Wilman stated the team would measure the first episodes success by what viewers tweeted, showing how valuable this tool is. However, this method has negatives also. Social media generates negative users, these negative elements include spammers, scammers, trolls and all other sorts of malicious individuals all out to do harm to your online reputation.
Would-be fans could also receive teasers via Alexa, Amazon's smart assistant. Anyone downloading The Grand Tour skill onto the Amazon Echo smart speaker could answer questions about the show and unlock extra video content.
Last week the show's producer, Andy Wilman, said the team would measure the first episode's success by what viewers tweeted.
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