3D Youth Media Training

Session 1: Marketing Media, Strategy and Intro to Photo pt 1

Agenda
Defining your target market
Individual exercise Target Market Practice
Latest Graphic Design Trends
Marketing media and strategy research tips
Individual exercise Analyzing Top 10 movies 2016
Group exercise Church TV/Radio stations
Group exercise Churches

Basic Intro to Photoshop

Target Market
A target market is a group of customers a business has decided to aim
its marketing efforts and ultimately its merchandise towards.

A well-defined target market is the first element of a

marketing strategy.
Target Market
Product, price, promotion, and place are the four elements of a
marketing mix strategy that determine the success of a product or
service in the marketplace.
Church?

It is proven that businesses must have a clear definition of their

target market as this can help reach its target consumers and analyze
what their needs and suitability are.
Target Market
A target market is a group of people considered likely
to buy a product or service.

A target market consists of customers that share similar

characteristics, such as age, location, income and lifestyle, to
which a business directs its marketing efforts and sells its products.
 Target markets = clusters of consumers with similar or the same
needs that most businesses target their marketing efforts in order to
sell their products and services. Market segmentation including the
following:
Geographic - Addresses, Location, Climate, Region
Demographic/socioeconomic segmentation - Gender, age, wage,
career, education.
Psychographic - Attitudes, values, religion, and lifestyles
Behavioral segmentation - (occasions, degree of loyalty)
Product-related segmentation - (relationship to a product)
Target Market
As the Internet makes the world smaller and smaller, bringing people
closer together and exposing them to more and more kinds of
competing messages, the need to find the right market for marketing
campaigns is essential.

One of the first steps in developing an effective marketing campaign is

determining an appropriate target market so that marketing goals can
be set and implemented.
6 steps to Defining your target market
1. Understand the problems that you solve
The starting point in defining the target market for your proposition is
to understand the problems that you solve.

Once you have a good idea what these are, you can start to work out
who is most likely to suffer from these problems.
6 steps to Defining your target market
2. Paint a picture of the customer
Start to list all the different types of customers that suffer from the
problems you solve.
Once done, you can start to build up a picture of these customers.
Group them by location - for example, high net worth individuals tend
to live in certain postcodes.
Ask yourself other types of relevant questions about these people.
Are they married? Are they male or female? Do they play sports?
Define them in as many relevant ways as possible.
6 steps to Defining your target market
3. Who will gain from the value in your offer?
Ask yourself:
To whom will these problems be most troublesome?
Who will have the most to lose by not dealing with these issues?
If you can demonstrate that the cost of NOT sorting out the problems is
GREATER than the cost of dealing with them, then your case becomes
compelling.
Remember to take into account aspects like emotional upheaval, stress and
the risk to reputation when implementing your solution, as well as a
bottom line cost. It is all these factors that make up the value in your
offering.
6 steps to Defining your target market
4. Think about your market
Today we live in the world of niche. For example, we are no longer prisoners of television
schedules. We can watch what we want at our convenience from almost anywhere in the world;
meaning every person can enjoy a unique viewing experience.
The web is fantastic at delivering personalised products and services, cutting out many of the
distribution challenges that previously existed.
It is these factors that mean it is a more effective strategy to be a big fish in a small pond rather
than the other way round. It will be easier to build your reputation and gain referrals. You will also
find you get more from your marketing endeavours.
Therefore, with the previous knowledge gained, start to segment your market. Do you want to
work:
with particular types of people - high net worth individuals, men, women, golfers, and so on?
in certain geographical locations - Peterborough, The North West, and so on?
around tight market sectors students or job-seekers, and so on?
6 steps to Defining your target market
5. Look internally at your company
One way of deciding on the right markets to pursue is to think about your company and your business.
Do you have particular areas of expertise?
Do you have unique knowledge of a specific geographical area?
Are you better at getting on with certain types of people?
All these factors could help you establish a particularly attractive offering.
Take an tutor working alone in Johannesburg, for example. For a start, working all over the country is probably not practical. They
may therefore decide to only work with clients in the Rosebank.
It may be that before going alone they worked in-house for a couple of different schools. Therefore, the tutor may decide to make
their marketplace Tutoring in the Rosebank'.
Suddenly, if you are an student in Rosebank, this is an tutor probably worth knowing. By solely working in this area they are more
likely to introduce you to the right people and have more knowledge of other schools, libraries and tutors available to students.
Meanwhile, by concentrating in this marketplace, the tutor knows which websites to look at and belong to, which publications to
read and possibly write for, and which networks to attend. Within this market it will be quite easy for the tutor to become known.
Without limiting their market it would almost be impossible to know where to start.
6 steps to Defining your target market
6. What else is available?
Once you have decided the answers to some of these questions you must
look at the market to see what else is available. The question you must
have an answer to is:
Why am I uniquely placed to solve the problem?
It may be that for some marketplaces there is no answer. However, in
certain sectors or geographical locations there may be a compelling
response to that question.
If you are unable to answer the question, you either have the wrong target
market or the wrong offering. In this case, more work will need to be done
before you start targeting your potential customers.
Target Market Practice Identify the target
market [5 minutes]
Identify and explain
1. Ferrero Roche Chocolate
2. Apple Smart Watch
3. Roccamommas
4. Seattle Coffee
5. Gautrain
6. fourways Mall
7. Mini Convertible
8. Markhams
9. Kulula
10. Virgin Active
11. Maboneng
12. Uber
13. Wits
Latest trends in Graphic Design for advertising
and marketing media
01. Modern Retro Style
Latest trends in Graphic Design for advertising
and marketing media
01. Modern Retro Style
Latest trends in Graphic Design for advertising
and marketing media
01. Modern Retro Style
Latest trends in Graphic Design for advertising
and marketing media
02. Material Design
Latest trends in Graphic Design for advertising
and marketing media
02. Material Design
Latest trends in Graphic Design for advertising
and marketing media
03. Bright, Bold Colors

Latest trends in Graphic Design for advertising

and marketing media
04. Geometric Shapes

Latest trends in Graphic Design for advertising

and marketing media
04. Geometric Shapes

Latest trends in Graphic Design for advertising

and marketing media
05. Negative Space

Latest trends in Graphic Design for advertising

and marketing media
05. Negative Space

Latest trends in Graphic Design for advertising

and marketing media
06. Dramatic Typography

Latest trends in Graphic Design for advertising

and marketing media
07. Abstract, Minimalistic Style

Latest trends in Graphic Design for advertising

and marketing media
08. Authentic Photos

Latest trends in Graphic Design for advertising

and marketing media
08. Authentic Photos saturated colours

Latest trends in Graphic Design for advertising

and marketing media
08. Authentic Photos saturated colours

Latest trends in Graphic Design for advertising

and marketing media
08. Authentic Photos & Sleek Text

Latest trends in Graphic Design for advertising

and marketing media
09. Duotones
Latest trends in Graphic Design for advertising
and marketing media
10. Magical Realism
Movies - top 10 - marketing media research
Find the following [15 minutes]
- logo
- 2 official billboards like they use the cinema or on street poles
- what are the mains colours used in all the branding
- 1 official trailer what stands out for your
- the official slogan of the movie
- who is their target market
- did their branding succeed in marketing goals
Movies - top 10 - marketing media research
1) Arrival
2) Hell or High Water
3) hacksaw Ridge
4) la la land
5) Inside Out
6) Rogue one: A star wars story"
7) American Honey
8) Deadpool
9) Superman vs Batman
10) Zootopia
11) Finding Dory
12) Captain America Civil War
Resources
Fonts
=====================================
http://www.vectorilla.com/2009/12/free-fonts-big-pack-more-than-1500-fonts/
http://www.1001freefonts.com/
http://www.fontspace.com/popular/fonts
https://www.urbanfonts.com/free-fonts.htm

Inspirational sites
========================================
www.deviantart.com/
https://www.behance.net/
http://abduzeedo.com/
Google Images
Group work Marketing Media research
Find the following [10 minutes]
- their logo
- their screenshot of their website
- their slogan
- their main colours
- their target market
Group work TV/Radio Media research
1) the best/most popular adventist tv/radio channel
2) The best/most popular pentecostal tv/radio channel
3) any Christian TV/radio channel
4) any muslim tv/radio channel
5) any buddhist or hindu tv/radio channel
Group work Marketing Media research
Find the following [10 minutes]
- their logo
- their screenshot of their website
- their slogan
- their main colours
- their target market
Group work Church groups Media research
1) the best/most popular adventist church locally or internationally
2) the best/most popular adventist church youth group locally or
internationally
3) the best/most popular pentecostal/charismatic church locally or
internationally
4) the best/most popular pentecostal/charismatic church youth group
locally or internationally
5) the best/most popular youth organization locally or internationally
Basic introduction to Photoshop
Main menu Layering
Option bar Typography
Tool box
Panels
Document Window
Dialog Box
New Documents
RGB
CMYK
Resources
Fonts
=====================================
http://www.vectorilla.com/2009/12/free-fonts-big-pack-more-than-1500-fonts/
http://www.1001freefonts.com/
http://www.fontspace.com/popular/fonts
https://www.urbanfonts.com/free-fonts.htm

Inspirational sites
========================================
www.deviantart.com/
https://www.behance.net/
http://abduzeedo.com/
Google Images