Level 2 Creative Media students from North Kent College visited The Museum of Brands recently as part of their course to understand audience profiling and then put this knowledge into practice for their own creative projects.
The Museum of Brands examines the history of consumer culture from Victorian times to present day. It presents temporary exhibitions, talks, webinars, and workshops to create ideas and examine the role of brands in history and the modern world. The museum features over 12,000 original items including domestic "everyday" products, packaging, posters, toys, and games.
The purpose of the trip was to give students the opportunity to learn and understand what an audience profile is and putting the knowledge into practice for their current advertising projects. Audience profiling is the process of acquiring customers' details and segmenting and targeting them into groups with similar behaviours.
On arrival, the Museum team gave each student a product, to then create a profile on this item by considering several factors including age, gender, race, sexuality, lifestyle, education, occupation, income and buying habits. The students had to brainstorm and consider how all the factors would affect the advertisement of the product. , Following this they created an audience profile for the company for the new ad. The companies included Irn Bru, Warburtons and Specsavers ensuring. All had to be done to understand how to target a particular market with their respective advertisements.
Clare Abrahams, Level 2, Media Lecturer said “The trip to the Museum of Brands enables students to see how advertising has changed throughout the years and how to target a specific set of people.”
She continued, “allowing students to have a better understanding of how the creative media industry works by applying knowledge learnt from workshops to real products as part of their learning journey.”
Lucy Major, Level 2 Award and Diploma in Art and Design (Media) said, “By looking deeper into audience profiles, this has helped me understand my target audience and more about how to sell products to my target audience . A very insightful day!"
