| Brand: www.Kickstarter.com | Project: Kickstarter | Version: 01 | Prepared By: Jeet Desai | Date: 02/16/2011 |
ADVERTISING OBJECTIVE:
The objective of the advertising is to increase kickstarter’s brand awareness and encourage creative explorers to continually foster innovative thinking.
TARGET AUDIENCE:
Innovators/Pioneers and Creative Admirers
Innovators/Pioneers are artists and entrepreneurs who have new ideas for products, services, and innovations. However, they lack the resources and funds to manufacture, distribute, and sell their idea.
Creative Admirers are individuals who have the resources, time and money to invest in a pioneer’s new idea.
TARGET INSIGHTS:
Innovators/Pioneers -
- Discover new innovations in creative fields such as, music, film, art, technology, design, food, publishing, etc.
- Risk-takers
- Competitive and assertive
- Trendsetters (i.e. they create the latest trends)
- Very social and like to stay well connected with other innovators
- Pop-culture enthusiasts/fanatics
- Love to travel and explore. Would rather backpack than live in a fancy hotel
- Like going to bars and attending seminars, conferences, and events
- Video gamers
- Like sarcasm and wearing wordy ironic t-shirts
- Well educated (college degree or higher)
- High social class
- City dwellers
Creative Admirers -
- Enjoy/appreciate music, film, art, technology, design, food, publishing and other creative fields
- Early adopters (adopt new innovations/products very quickly)
- Opinionated and persuasive
- Socially liberal and environmentally conscious
- Follow the latest trends
- Carefully and thoroughly research before buying a product (i.e. high consideration in the purchase cycle)
- More discrete in adoption choices than innovators
- Enjoys pop-culture and celebrity gossip
- Like to travel and explore. Prefer living in a nice hotel than backpack.
- Like to visit museums, galleries, boutiques, restaurants, and cafes
- Social media buffs
- Wear clothes that express individual style and taste
- Well educated (college degree or higher)
- High social class
- City dwellers
STRATEGIC IDEA:
Innovative ideas push society forward.
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