Target Market for Mill Meadow

Target Market for Mill Meadow

When I think about the target audience for Mill Meadow, you can almost instantly tell through the company’s website and marketing, because after all, they have already put the R&D into who they think their target audience is and what website colours, pictures and design will capture them.

However, to define Mill Meadow’s target audience, I would personally say people in the ABC1 bracket that are mostly families, couples, newly married couples, elderly couples and possibly a group of women in their 30/40’s for a weekend retreat or at least that is what I was told by Chris Heayns.

The psychographics of people I would expect to see at Mill Meadow would be the type of people who go away on one or two holidays per year, maybe at Easter time and then another holiday in the summertime, possibly in the UK. I would also expect the people staying here to be relatively tidy, relaxed and well behaved.

However, the video we will be creating needs to be suitable for everyone, so we will not be using hip-hop music in the background or hardcore rock, we will use calm music from a non-copyright source. We want to make our video ready for any application and suitable for viewing on a phone, computer or tv.

So, what should we consider regarding our target audience?

We should match the colour grading on our video to a pallet like the one found on the Mill Meadow pre-existing photos, which seem to be very vibrant, including a lot of colour, however, because it is Autumn, the trees are a beautiful golden colour, which could make our film look even more cinematic, even though it is only a hot tub tutorial.

Other than colour grading we should also look at editing techniques, to suit our target audience, which should be a smooth cinematic look, with fades rather than hard cuts, this means our video can flow from clip to clip rather than a jarring cut, which may not fit the style we are going for.

For the technical side of the video, which would be the actual production I will most likely be shooting on a GH5 in full 4K so we can get a crisp and cinematic look. Then for lenses, we would most likely use my 42.5mm lens that has an aperture of f1.7, so we can get an excellent depth of field that really does have a priceless cinematic value, well at least to me. Then finally for lighting we will use my two bi-colour lights that we will make warm, to give off a real inclusive vibe in the video, this will work with the autumn feel of the video, as its definitely one of the most beautiful times of the year.

My final notes for our target audience research is that we need to think about the graphics in our video and make sure we include them in the most seamless way possible, to match the calm tone of video we are going to create, also the location of Mill Meadow is in a rural area near Taunton surrounded by nature, so we will definitely need to show some of that in our video too, perhaps in B-Roll shots, this footage would be very aesthetically pleasing and should definitely attract the customers Mill Meadow are after. Lastly, by looking at the reviews of Mill Meadow on trip advisor almost everyone who has reviewed the place has rural background as their profile picture, which ties in with the calm theme we are going for. Also, on “Trip Advisor” the people who stay at Mill Meadow seem to be people who were passing by, possibly captured by the nature and theme of the location.

Lastly, I think that the film that we plan to create will hopefully exceed the expectations of Chris Heayns, I want this video to be something I am proud of and suits the target audience down to the ground. I am looking forward to starting production as soon as possible.