Business men
Subject
Being part of the movement into purchasing fair trade coffee.
Knowing it's the right choice and why it's the right choice.
Being educated about fair trade so they can make the right choices and as business men are usually in high regards they can start a trend without really realising it but by just knowing what's right and acting on that. This audience will also not be too concerned about the slight increase in price of fair trade. This audience won't be as concerned about the farmers off in Brazil etc and helping them as much as pervious target audience, however if they can be taught that a simple task like purchasing fair trade can help without any effort they would. It's important to not make them think about it too much but give them the problem and the solution so they can act and get about with their day.
Style
We are taking the minimalist and delicate mood board we made last week and applying that to our marketing efforts. This fits perfectly with our second audience as these are busy and serious men. We want the style to reflect them as a group but also to communicate with them easily to make everything familiar. Businessmen want their information fast and simple to get which is why there will not be crazy bright colours but there will be connotations in colour and style to coffee and no unnecessary information that wouldn't be read anyway.
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