Audience Brainstorm

To learn more about our target audience we created a mind map around the 'hipster' persona. As this is the audience we want to project our marketing efforts towards, we need to fully understand what the hipster is about. If we cannot understand what our market is then our efforts will be pointless and not reach to the correct audience. We used our own knowledge of the clique hipster to make the mind map as the subculture is right inside our own demographic (age, education, world views, fashion). This meant we had a lot of previous knowledge relating to the subject. We also went online and used informal dictionary websites to find what the 'people' themselves were saying about the hipster rather then the formal definition.

The biggest traits that differentiated the hipster from other demographics were:

• Fashion- not into the latest trends of fashion but usually shopping at opshops or creating their own clothing to be original.
• Creative- expressing their emotions/views through outlets such as writing/music or other art forms.
• Counterculture- known for being opposed to or just having different opinions to the norm.
• Independent thinkers- Very open minded people leading to hipsters questioning and not being afraid to question It makes there characters more liberal and  catalysts for change however from the outside it also makes them come off as being anti government etc.
• Social networking- Very up to date with technology and using social media- usually for good. Either to promote themselves or their ideas, they understand that using social media is they way to contact the demographics they want to reach.

Conclusion

The first way we came up with to target the hipster sub-culture was to make it seem 'cool' and a new trend to drink fair trade coffee. Hipsters are already interested in doing good in the world- they just need a nudge. This is where our marketing angle comes into play. We want to make it look cool and different to drink fair trade. They will already have a slight inclining to attend the event but there has to be something in it for them, being a trend setter is the push to get them to come.