Target Audience

To find the target audience for the Ideal Home Show was remarkably easy... as they listed a visitor profile on their website within the Interested in Exhibiting section. So section done right?... well probably not as this is university so I should apply some thoughts, views and compare the two events!

http://www.idealhomeshow.co.uk/interested-in-exhibiting/

So moving on to the X-factor Live Tour, I was hoping for similar results and nicely presented list of who they actively target their marketing at... after looking through the X-factor's main website (because there isn't a dedicated Live Tour site), as expected this wasn't the case. I then thought that if I could get a profile of the average viewer to the X-factor's television shows, as this would be the same audience as the Live Tour. So I went on the hunt to find ITV's advertising website and as expected found a profile of the average viewer to the show. 

http://www.itvmedia.co.uk/the-x-factor

Right down to comparing the two! Without even reading the information it was obvious that the Ideal Home Show's information was much more comprehensive, which could suggest that the target audience is more niche than the X-factor. This is backed up by a Guardian report into the viewing figures for X-factor compared to Strictly Come Dancing on BBC1, this report states that despite a drop from 17.2 million views of the final in 2010 a staggering 13.1 million people still tuned in to the 2011 final which is a fifth of the UK's population. 

With such a large capture from the X-factor there are almost definitely overlaps with people who will attend the Ideal Home Show and the X-factor Live Tour, one similarity I have noticed is that they both have a high interest in attracting females. Even though the ITV site doesn't state the per cent of males to females... I would expect it is not too dissimilar to Ideal Home Show. (I may have to look into this more)

X-fractor is obviously going to appeal to a younger audience as it hits their interests and hobbies on the head... and the fact that not many people own a house/flat in their late teens and early twenties! 

This pretty much is all I can say based on the information I have... I think I might have another look into the X-factor to see if I can find any reports or newspaper articles on the target profile!

• http://www.idealhomeshow.co.uk/interested-in-exhibiting/
• http://www.itvmedia.co.uk/the-x-factor
• http://www.guardian.co.uk/news/datablog/2011/dec/12/x-factor-strictly-come-dancing-viewing-figures

Event número dos

The second event I am going follow is the Ideal Home Show which takes place at Earls Court London between March 16 and April 1.

The Ideal Home Show was originally started by the Daily Mail and intended as a publicity tool as a way of increasing its advertising revenue and aimed to bring luxury high end products for the home to the growing middle class. Daily Mail owned the show until 2009 where it sold it to media company Media 10, the show still aims to bring innovating and luxury products and ideas for the home to the general public.

I think this event is going to use a much wider range of marketing tools and channels compared to the X-factor Live Tour, firstly this is because of the event being owned by a media company and secondly the event organisers will have to use different channels to ensure they capture their target audiences. I also think the organisers are more likely to use more traditional marketing methods such as newspapers and magazines compared to Tv advertising.

Event número uno

The first event I am going to follow is the X-factor Live Tour, but more specifically the Wembley arena shows on Sunday 4 March.

The X-factor Live Tour is a spin off of the hugely successful ITV1 singing competition which takes place in the months leading up to Christmas, with the winner being crowned the week prior to the Christmas number one being announced. The tour is a live show collaborating all 12 finalists from the TV show and a various special guests touring 12 locations around the UK & Ireland and takes place during February and March following the TV show.

I was previously aware of the live tour after seeing previous years adverts on television screened after the show... and yes it was after I had watched the show myself, everyone has guilty pleasures!

I think this is a particularly interesting event to follow as primarily the organisers have almost a 100% capture of its target audience viewing every Saturday and Sunday night during the shows commercial breaks in the lead up to Christmas and even though the event won't take place for another 4 to 5 months from the the show this is where I expect most of the advertising and promotion to take place. Also I am interested to find out if the organisers feel the need to use other media and promotional tactics to advertise the event.