Top Gear is car magazine show about cars, and will use similar marketing methods to life in-between. However not be using the same demographic when marketing their product, as the average age of top gear audience is 37 and Life in between is targeted 12-18. By looking into the ways they use this information to advertise their show we can use this to help us when advertising life in between.
They use experiences related to the topic of their programming, as a form of above the line advertising, in this picture they are at car fest north, which directly links to their type of programming. This type of above the line advertising can be applied to life in-between if we were to use a pop up shop at a festival i.e. 'capital summer time ball' this sort of experience will appeal to our target audience of 12-18 year old and will build up a brand identity with our target audience.
Top gear also uses a mobile phone app as a below the line example of advertising and incorporates its programming content into the apps content, we can do the same with life in-between i.e. a tabloid news app about celebrities and chart music etc. An example of how this has been used in the past would be the 'Lad Bible' app as it shows the type of news and tabloid journalism that would be appealing to out target audience.
Above the line
Poster
Pros
- Seen by a mass audience
- easily accessible
- Not dependent on technology
- Cheap
Cons
- May not reach the target audience
- Easily ignored
- May be destroyed
TV Ads https://www.youtube.com/watch?v=UY94jegLMZA
Pros
- Easily accessible
- Can't be skipped
- Reached a wide audience
Cons
- 'Death of the schedule' effects the scheduling of adverts
Social media posts
Pros
- Top Gear uses their twitter account to cross promote their magazine articles to their niche demographic.
- They also use '#TopGear'. which allow them to collate lots of their posts together to their audience and build up their brand and promotes sharing during second screening.
Cons
- They post very niche content that will not attract the masses.
How this can be applied to 'Life in-between'
The marketing and adverting techniques used in Top Gear can be applied to Life In-between, for example a popup stall at the center of a festival like Capital jingle bell ball, promoting the brand and the content that is included through and interactive experience i.e. photo booth. Posters in
Write up this research and how it would help you think about how you could advertise Life In Between.
To help you, you could examine resources that outline successful marketing campaigns of TV programmes and films such as: http://www.vanityfair.com/hollywood/2016/10/walking-dead-season-7-premiere-cliffhanger http://adage.com/article/media/inside-deadpool-s-top-marketing-strategy/302696/
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