Brief Two: 100 Club Research, SMP & Target Audience (Notes)

Single Minded Proposition: Sums up the most important thing you can say about the brand or product.

eg. Nike- Just Do It

100 Club

-Historic Music venue in London

-Cutting edge of subculture

-Alternative British music culture

-NME shows and Fred Perry Subculture gigs

-Jazz, 70s, Punk, Reggae, Indie

-Subculture

-Audience: Cutting edge, diverse, alternative

-Oldest independent venue worldwide

-Jazz to start

-1960s = Popular culture musical change to rock and roll

-No teen culture in 1940s

-Ethos shifted with youth + popular culture

-Blues, indie, punk, soul, reggae = not mainstream

-defiant

-champion upcoming

-Partnered with Fred Perry and Converse

-Raw

-Intimate (350 Capacity)]

-Exclusive and inclusive

-Secret

-Underground

Top 6 

1. Alternative

2. Underground

3. Raw

4. Heritage

5. Diverse

6. Subculture

Examples of some SMPs for 100 Club:

The iconic home of independent music

We are bold, defiant and alternative

Alternative escape

The bold, the brave and the alternative

Cutting edge of subculture
The epitome of anti-establishment
The beating heart of British Music
As relevant today as it has ever been

Chosen SMP: Subterranean Subculture

Subterranean= Underground and secret
Sub is also very London


Target Audience:

The target audience for the 100 Club is 18 to 65 years olds who are interested in alternative music and enjoy going to gigs in the underground scene. There are a lot of secret gigs there so the audience would have to be in the know, so they would probably have a large following on social media and have a lot of contacts who also go to these kinds of gigs. A secondary part to this TA would be people who are interested in jazz music and appreciate the venue for how iconic it is and have potentially been going there for years already.