Perhaps the first thing we may think of is a male executive at a law firm, aged 47. Our successful business man of 2010 will live a luxurious life with a nice car, electronic organisers and designer shirts as he must always be presentable.
Having a lifestyle of high monetary value would imply a conservative mind state. The executive would have to regularly shave and have neat hair. He would wine and dine in fine places. His attire would be smart, owning a variety of designer garments. He would loose all credibility if he arrived late to a meeting looking like this...
The average person in employment will work 41 hours per week, Mr. Executive may exceed this, spending many more hours working with his leather cased briefcase. Maybe he travels overseas to go on important business ventures so, what's in his man bag?
- Prescription pills
- Pain killers/head ache tablets
- multi vitamins
- Styptic pencil (contains aluminum sulfate or titanium dioxide and which will stop a small cut from bleeding, should you nick yourself shaving or get a nasty paper cut)
- Contact lenses/reading glasses
- Energy/breakfast Bar
- Coffee (machiatto - espresso with steamed milk)
- Important paper work
- PDA (personal digital assistant)
- Phone (Blackberry and iPhone)
- Laptop (dell notebook)
- Cigarettes (Benson and Hedges Silver)
- A nice wallet (leather versace)
- Personalised pen (black ball point, Parker)
So whilst Mr Executive is on his travels he may unable to remain up to date with his soaps, or will he be to engulfed by the bloomberg channel. Well with his laptop and new smart phone he will be able to remain up to date where ever he is with the use off bbc iplayer and other online streaming sites. Perhaps he can download a new application supplied by the BBC on his iPhone that allows him to watch Verve House at any time.
Whilst Mr Executive is dealing with the long term planning of his firm which may involve the consideration of decreasing the scale of the organisation, moving location, removing employees and other strategic decisions. During the times of hard thinking perhaps he would like to relax and chose to e entertained by more intellectual sources he may wish to inspect Verve House's current state of affairs and join in discussions on the web page forum as to how they can over come their business difficulties. As Mr E is able to be connected to the Internet 24/7 due to business practices he's able to be an interactive user for the site sharing his wisdom with others.
Mr Executive is married. His wife enjoys the show as she relates to 'Peters' (character from the soap) wife as she barely sees her husband who's always at work. Our dynamic location is able to appeal to Mr executive's wife and perhaps watching Verve House can allow them to spend more time together as they both have interests in the Show.
Mr Executives highly pressured work is represented through the stress of the Boss. He will be able to identify himself with characters higher up the business hierarchical. He's smart attire is reflected in some of the staff. His smart phone is part of a new phenomenon of never escaping work as your always able to be contacted in some way. This lifestyle is conveyed and not only will Mr Executive will find an interest but also the people closest to him will be affected by his lifestyle and can also find characters in Verve House to relate to as it won't concentrate solely on the business perspective. He can easily spread the word of Verve House through mobile communication (viral marketing) as sharing information has never been made so easy.
So Mr executive is in a minority group, not everyone is top of their game, driving nice cars and wearing designer items. Perhaps our average Joe is more likely to fit the profile with a basic office job.
Now Joe's attire is fairly similar but rather than designer brands he must settle with the high street retailers such as Marks and Spencers to purchase his shirts and ties. His evenings are much more leisurely than work, work and further work. He has time to sit with his wife and watch Eastenders, BBC News, Dragons Den, Top Gear, Dirty Sexy Money and documentaries featured on celestial TV. When Joe and his wife sit down on the sofa to begin their TV marathon in the evening they would open the TV guide magazine to see would be on, the poster can be have a feature page inside. They also indulge in some treats.
If the trailer was shown on the BBC after an episode of Eastenders or Dragons Den it will attract Joe and his wife to watch an episode to see an alternative representation of office work rather than The Office (sitcom). The trailers focuses on the Boss firing employees can potentially present a reality for Joe. His wife may watch the trailer and be surprised by the casting of the Boss and would like to see more.
Joe likes to relax when he's at home and forget the worries of work. He'll be interested in Verve House as he's able to imagine how dramatic it can be from all positions of the organisation and grasp a basic understanding of how the recession is affecting all levels. It's not a drama so it won't focus on the working environment and be so realistic that people will not be entertained, it will have the dramatic story lines that Joe may often imagine. His wife will enjoy understanding a business organisation whilst enjoying the drama occurring through peoples personal lives.
Joe has an above average IQ, living in a 3 bedroom house in North London, Wood Green with 2.5 children (shall we just say 2) and driving the company car (5 year old Ford Focus).
Joe and his wife spend most of their time watching TV together once their children have disappeared to their rooms, at 9pm. Joe may occasionally play on his sons Xbox games console whilst his wife begins cleaning (perhaps have a marketing campaign with a leading fabric softener brand). Joe and his wife do occasionally go out for the evening for cheap entertainment such as; attending local comedy shows and cinema screenings with their 2 for 1 orange Wednesdays (orange phone contract - Orange can send text alerts about Verve Houses premier).
And obviously the female market is our largest proportion (there's no reason why all these women are overweight). The working women are still a minority market but the majority of women aged 25 - 45 stay at home with the children. Many of these women do not work although many wish they could.
Our women Dianne is a mother of 4 living in a small 3 bedroom house in North London, Finchley. Her husband James owns a local DIY shop and works 50 hours a week. He's an ambition business man who reads the financial times to remain updates on the small shares him and Dianne share (advertising possibilities in the financial times). Dianne was a manager of a small women's fashion boutique on their local high street before having her children almost 7 years ago. Her interest in fashion, which is common amongst most women, can be found in Verve House as it's a fashion manufacturer. Dianne no longer works in her vintage boutique nor can she shop in it, she shops in high street stores like most people today (primark, river island, next and peacocks). She mainly shops online as she doesn't have the time any more as her children are all aged under ten. To get her attention perhaps an add on high street fashion chain's websites, the kind of adds that drop down automatically and begin some sort of animation. When a user visits Next's home page our trailer can appear and begin playing but perhaps a shorter version will be better suited. The poster may feature in their seasonal catalogues as Verve House is fashion orientated.
Dianne would dress smartly and walk to her local high street. As London has an incredible public transport system (a bus stop every 100 yards on any main high street) a poster may be placed by the bus stop. As Dianne was a manager she would understand the stress involved with females in the work place.
Before having their offspring James and Dianne were able to work part time supporting themselves comfortably although Dianne made the sacrifice to stay at home and raise the children. She now spends her days preparing lunches, maintaining the house and is an active member in the community whilst participating in her neighbourhood watch to fill her days. She found out about ways to volunteer in the community by visiting the coffee shop and collecting the local magazine that gets distributed around the area (advertise Verve House).
Dianne is loyal to her work although she now struggles to find working employment because she must collect the children from school and many employers (if not all) don't allow flexible working. Many employers also see Dianne now as a family person with the potential to have more children regardless of what Dianne says to them. Dianne now puts her time in volunteering for the local community as she feels if she's unable to earn more money for her children's lives she can help improve her children's greater surroundings.
Dianne represents a majority of women who stay at women waiting to get back into work or perhaps dream of what could have been if they didn't have children and continued to work. She represents the women who are unfairly treated in the work place, who have been refused employment due to maternity leave or can't get work because of a lack of child care support. So perhaps targeting mothers in child day centers, creches, or perhaps mothers working in the industry who support the right for freedom to work whilst having children.
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