LO2: Identification of Target Audience for the campaign [✓]

The target audience for "Small Machines" is females aged between 25-35. The actual products that "Small Machines" make are meant for children, more so aimed towards males, aged between 5 and 10. However the advertising needs to be suitable to please both mother and child. Gemma is a potential client for "Small Machines", she is a mother of three small children and is aged 32. As Gemma is a professional, having a job share in order to balance her work with her busy life of beign a mother, she is very aware of the current world. She has a high level of education due to her being degree level trained, making her informed and interested in current affairs. This means that she takes a large interest in making sure that her spending is ethical, this is one of the things that "Small Machines" thrives in doing. Gemma tends to try and buy products that keep in touch with her environmentally concious attitude, making sure that they are prosustainably sourced. When buying toys for her three boys, her youngest being 5 and oldest being 8, she makes sure that she still keeps in line with her views. "Small Machines" products are all made of sustainably sourced materials, with not a battery in sight and all plastic being 100% recyclable, making them environmentally friendly. The entire range of "Small Machines" products are designed and made in Sheffield, meaning that they are created in the local area for Gemma. In keeping with her envirnmentally concious attitude, the products are all sources for FSC (Forest Stewardship Council) certified timber meaning that our forests will live on for future generations. The products will appeal to her children due to the hands on but also educational approch to fun, education is something that is important to Gemma due to her own high level of education which she wants her sons to follow. "Small Machines" products teach the basic principle of enginnering through the building of the toy kits but also including fun for all. As Gemma is a well educated women, it means taht she is part of the NRS ABC1 class group, meaning that she has the dispostable income to spend on things such as toys for her three children, especially environmemtally concious toys.