I note that Mr. & Mrs. Tyler, Apple MG's customers and perhaps the first people in Britain to drive their own MG3 on the road, are a young married couple and therefore perhaps not the frenetic FUN-seeking ravers apparently targeted by the teaser ads.
Which makes me wonder again who MG3 adverts should be targeting and how, given whose pockets it is where the actual debit cards are nestling.
Could these be potential markets?
1a. Ravey Davey Gravy
Likes: Performance, handling, graphics, phone attachment, DAB radio and steering wheel controls, purchase price, insurance.
Would like: more performance, more bling, three doors
His typical MG: ZR160 in 2013
How to get his attention: on-line and phone ads, TV ads during sport and on Dave and MTV, print: car mags? Loaded? Rallying, BTCC.
1b. Music Mandy
The female Davey:
Mandy likes music and pop culture as Davey does.
Likes: Space, colours, graphics, phone attachment, DAB radio and steering wheel controls, purchase price, insurance.
Would like: more space for fluffy toys, even more graphics, three doors
Her typical MG: ZR105 in 2013
How to get her attention: on-line and phone ads, TV ads during Coronation Street, Hollyoaks etc. and on MTV, print: Grazia, NME, pink tops.
2a. Tressy Trendy
Tressy is clearly far more stylish than Dave or Davina. She is more likely to know the words to songs by girl bands and she LOVES adverts for hair dye and deodorant.
Likes: Space, colours, graphics, phone attachment, DAB radio and steering wheel controls, purchase price, insurance. For Tressy the badge is very important but a Mini is just far too expensive.
Would like: more space for stylish accessoires, even more graphics, three doors
His typical MG: ZR105 in 2013
How to get her attention: on-line and phone ads, TV ads during Coronation Street, Hollyoaks etc. and on shopping and reality TV channels (whenever Garnier ads are on, i.e. nearly all the time), print: Grazia, Cosmopolitan,Blue Jeans, pink tops.
2b. Metrosexual Mark
A bloke who thinks that what he wears makes an important statement will carry that over to his car. And let's face it, a brand new MG3 trumpets "here is a bloke with style!" better than a four-year-old Vauxhall.
Likes:Looks, looks, look, graphics, looks, iPod dock, looks, shiny newness.
Would like: more stars to drive them, three doors
His typical MG: Sportscar in 2013
How to get his attention: on-line and phone ads, TV ads during fashion and "lives of the stars" programmes, print: GQ, grooming magazines
3. Sitcom Simon and Sylvia
(the picture was returned for "BBC3 Sitcom". No idea who it is (though Google suggests Edinburgh Fringe Festival regulars Pappy’s - Tom Parry, Matthew Crosby and Ben Clark) but it was exactly the look I wanted).
BBC3 Sitcom Guy and Gal are a little older. They may be married, they are certainly living together, but they work in the public sector or somewhere where they have no company car. This being 2013, every penny has to count for the mortgage, so they want a practical and different car that can go to Tesco's, drive up the M1 or take the curves on the B6278.
Likes: space, practicality, graphics, low cost of ownership (including purchase price, insurance and absolute depreciation), something a bit different.
Would like: more performance, lower CO2/VED, more general awareness of MG to be able to show off a bit to the in-laws.
Their typical MG: ZS in 2005
How to get their attention: No ads on BBC3 but there are on Dave and ITV3. On-line campaigns. In the press: car magazines and newspapers. Product placement. Rallying. BTCC.
4. Margo and Jerry
Jerry has a good job so Margo drives the company X5 during the day. Her days of parking half on the pavement on the zig-zag lines outside the school are past but she still needs to get to the nail salon. Jerry needs an inexpensive small car to drive to the station and to do the shopping with at weekends.
Likes: security, not immediately attractive to car thieves at the station, warms up quickly and will handle short runs without DPF etc. issues, practicality, low cost of ownership (including purchase price, insurance and absolute depreciation), something a bit different.
Would like: more general awareness of MG to be able to brag a bit other residents and work colleagues, stars driving them, space for a golf bag in the boot.
Their typical MG: MG 1300 in 1972, perhaps a sportscar.
How to get their attention: Pick TV, Yesterday, ITV3, ITV4. In the press: car magazines and newspapers (Telegraph, Guardian, Mail), professional journals. Golf tournament sponsorship.
5. Mr & Mrs Meldrew
Victor is retired now but that's no reason why he should allow the neighbours to see him with a Higher-dry - a Hoover-die - a car he can't pronounce. He is drawn to the brand MG just as Mrs Meldrew, who does most of the driving and holds the purse strings, wants an inexpensive runabout with a little something different with room for the Labrador and the grandchildren. She was drawn to the Renault Clio by this advert which spoke to grandmothers everywhere:
http://www.tvspots.tv/video/5704/
and fancies the graphics and colours on the 3, if she can order them somehow without Victor objecting.
Likes: low cost of ownership (including purchase price, insurance and absolute depreciation), something a bit different, PAS, aircon, safety, space, will cruise for hours on the middle lane of the motorway
Would like: more cubby holes for grandchildren's sweets, an MG5-size model, better MPG, longer guarantee, wood and chrome, less blingy (no spoilers), combination of leather and reversing sensors (camera) with steel wheels, OE mudflaps, heated seats, dog guard, space for a golf bag in the boot.
Their typical MG: Parents' ZA Magnette, the sportscar Victor was always fixing when they were courting.
How to get their attention: ITV1, Channel 4, Yesterday, ITV3, ITV4. In the press: car magazines and newspapers (Telegraph, Guardian, Mail), SAGA Magazine, Radio Times. Golf tournament sponsorship.
6. Renault Clio Ad Rowena
Just because she identifies with supermodels does not mean she is one herself. She may have those years behind her now but she knows a stylish deal when she sees it.
Just as this advert for the Clio Sport spoke to women of all ages, the MG3 is most attractive for people who still like style but want practicality too.
Likes: low cost of ownership (including purchase price, insurance and absolute depreciation), something a bit different, PAS, aircon, safety, space, good to get to the shops.
Would like: more cubby holes for notes, better MPG, longer guarantee, wood and chrome, less blingy (no spoilers), combination of leather and reversing sensors (camera) with steel wheels, OE mudflaps, heated seats, cat box holder.
Her typical MG: MGB, she had one herself but, not being mechanical, had to sell it when a bulb went. (There is a bit of me in this one).
How to get her attention: ITV1, Channel 4, ITV3, Pick TV, shopping channels. She has internet to research information from around the world and to watch videos of cats, so there. In the press: Daily Mail, SAGA Magazine, Radio Times, Grazia, pink tops. Pet and health-centred magazines.
Which makes me wonder again who MG3 adverts should be targeting and how, given whose pockets it is where the actual debit cards are nestling.
Could these be potential markets?
1a. Ravey Davey Gravy
Likes: Performance, handling, graphics, phone attachment, DAB radio and steering wheel controls, purchase price, insurance.
Would like: more performance, more bling, three doors
His typical MG: ZR160 in 2013
How to get his attention: on-line and phone ads, TV ads during sport and on Dave and MTV, print: car mags? Loaded? Rallying, BTCC.
1b. Music Mandy
The female Davey:
Mandy likes music and pop culture as Davey does.
Likes: Space, colours, graphics, phone attachment, DAB radio and steering wheel controls, purchase price, insurance.
Would like: more space for fluffy toys, even more graphics, three doors
Her typical MG: ZR105 in 2013
How to get her attention: on-line and phone ads, TV ads during Coronation Street, Hollyoaks etc. and on MTV, print: Grazia, NME, pink tops.
2a. Tressy Trendy
Tressy is clearly far more stylish than Dave or Davina. She is more likely to know the words to songs by girl bands and she LOVES adverts for hair dye and deodorant.
Likes: Space, colours, graphics, phone attachment, DAB radio and steering wheel controls, purchase price, insurance. For Tressy the badge is very important but a Mini is just far too expensive.
Would like: more space for stylish accessoires, even more graphics, three doors
His typical MG: ZR105 in 2013
How to get her attention: on-line and phone ads, TV ads during Coronation Street, Hollyoaks etc. and on shopping and reality TV channels (whenever Garnier ads are on, i.e. nearly all the time), print: Grazia, Cosmopolitan,
2b. Metrosexual Mark
A bloke who thinks that what he wears makes an important statement will carry that over to his car. And let's face it, a brand new MG3 trumpets "here is a bloke with style!" better than a four-year-old Vauxhall.
Likes:Looks, looks, look, graphics, looks, iPod dock, looks, shiny newness.
Would like: more stars to drive them, three doors
His typical MG: Sportscar in 2013
How to get his attention: on-line and phone ads, TV ads during fashion and "lives of the stars" programmes, print: GQ, grooming magazines
3. Sitcom Simon and Sylvia
(the picture was returned for "BBC3 Sitcom". No idea who it is (though Google suggests Edinburgh Fringe Festival regulars Pappy’s - Tom Parry, Matthew Crosby and Ben Clark) but it was exactly the look I wanted).
BBC3 Sitcom Guy and Gal are a little older. They may be married, they are certainly living together, but they work in the public sector or somewhere where they have no company car. This being 2013, every penny has to count for the mortgage, so they want a practical and different car that can go to Tesco's, drive up the M1 or take the curves on the B6278.
Likes: space, practicality, graphics, low cost of ownership (including purchase price, insurance and absolute depreciation), something a bit different.
Would like: more performance, lower CO2/VED, more general awareness of MG to be able to show off a bit to the in-laws.
Their typical MG: ZS in 2005
How to get their attention: No ads on BBC3 but there are on Dave and ITV3. On-line campaigns. In the press: car magazines and newspapers. Product placement. Rallying. BTCC.
4. Margo and Jerry
Jerry has a good job so Margo drives the company X5 during the day. Her days of parking half on the pavement on the zig-zag lines outside the school are past but she still needs to get to the nail salon. Jerry needs an inexpensive small car to drive to the station and to do the shopping with at weekends.
Likes: security, not immediately attractive to car thieves at the station, warms up quickly and will handle short runs without DPF etc. issues, practicality, low cost of ownership (including purchase price, insurance and absolute depreciation), something a bit different.
Would like: more general awareness of MG to be able to brag a bit other residents and work colleagues, stars driving them, space for a golf bag in the boot.
Their typical MG: MG 1300 in 1972, perhaps a sportscar.
How to get their attention: Pick TV, Yesterday, ITV3, ITV4. In the press: car magazines and newspapers (Telegraph, Guardian, Mail), professional journals. Golf tournament sponsorship.
5. Mr & Mrs Meldrew
Victor is retired now but that's no reason why he should allow the neighbours to see him with a Higher-dry - a Hoover-die - a car he can't pronounce. He is drawn to the brand MG just as Mrs Meldrew, who does most of the driving and holds the purse strings, wants an inexpensive runabout with a little something different with room for the Labrador and the grandchildren. She was drawn to the Renault Clio by this advert which spoke to grandmothers everywhere:
http://www.tvspots.tv/video/5704/
and fancies the graphics and colours on the 3, if she can order them somehow without Victor objecting.
Likes: low cost of ownership (including purchase price, insurance and absolute depreciation), something a bit different, PAS, aircon, safety, space, will cruise for hours on the middle lane of the motorway
Would like: more cubby holes for grandchildren's sweets, an MG5-size model, better MPG, longer guarantee, wood and chrome, less blingy (no spoilers), combination of leather and reversing sensors (camera) with steel wheels, OE mudflaps, heated seats, dog guard, space for a golf bag in the boot.
Their typical MG: Parents' ZA Magnette, the sportscar Victor was always fixing when they were courting.
How to get their attention: ITV1, Channel 4, Yesterday, ITV3, ITV4. In the press: car magazines and newspapers (Telegraph, Guardian, Mail), SAGA Magazine, Radio Times. Golf tournament sponsorship.
6. Renault Clio Ad Rowena
Just because she identifies with supermodels does not mean she is one herself. She may have those years behind her now but she knows a stylish deal when she sees it.
Just as this advert for the Clio Sport spoke to women of all ages, the MG3 is most attractive for people who still like style but want practicality too.
Likes: low cost of ownership (including purchase price, insurance and absolute depreciation), something a bit different, PAS, aircon, safety, space, good to get to the shops.
Would like: more cubby holes for notes, better MPG, longer guarantee, wood and chrome, less blingy (no spoilers), combination of leather and reversing sensors (camera) with steel wheels, OE mudflaps, heated seats, cat box holder.
Her typical MG: MGB, she had one herself but, not being mechanical, had to sell it when a bulb went. (There is a bit of me in this one
).How to get her attention: ITV1, Channel 4, ITV3, Pick TV, shopping channels. She has internet to research information from around the world and to watch videos of cats, so there. In the press: Daily Mail, SAGA Magazine, Radio Times, Grazia, pink tops. Pet and health-centred magazines.
Last edited by patpending on Tue Feb 16, 2016 4:07 am; edited 5 times in total (Reason for editing : Two years on - added a new Ravey Davey Gravy, as the old one had become an actuary.)
