Wonder

Log in

Research Outline

Prepared for Mike W. | Delivered June 29, 2020

Consumer Demographic for Celebrity Digital Meet-and-Greet Platforms

Goals

To determine the consumer (fan) demographic for the Celebrity Meet-and-Greet Platform market, including age, gender, income level, employment, marital/family status, education, geography, psychographics, and key targeting components. This information will be leveraged to determine strategies around advertising targeting, SEO, content atists, sponsorhip, licencing, and brand strategy. Examples of the Celebrity Meet-and-Greet Platforms include Fanmio, Looped, Cameo, VLive, CelebVM, Omaze, Wysh, Greetly, and Starsona.

Early Findings

Celebrity Meet-and Greet Platforms

  • The target demographic is likely to vary based on the celebrities on the platform, with platforms targeting a seemingly different demographic based on the specific meet-and-greet on offer. Fanmio offers a celebrity meet-and-greet with the following, Floyd Mayweather, Hip Hop Icon Fat Joe, British comedian John Cleese, and Tim Curry of Ask Tim fame; all with a very different fan demographic.
  •  Looped's talent includes actor Alan Bersten, David Forster, NFL star Done Whitner, basketballer Jonathan Bennett, and Olympian Maurice Green. Like Fanmio, the demographic that is targeted varies depending on the celebrity involved in a particular meet and greet.
  • Singer Debbie Gibson, actors Sean Austin and Larry Wilcox, Superbowl champion Phil Sims, and WWE Wrestler Ronnie Killings are just some of the celebrities that are available for meet-and-greets on the Cameo platform.

Summary

  • In our first hour of research, we have researched the viability of the request, and scoped a plausible research path. To better understand the market in question, we first reviewed the websites of several of the companies provided. It became immediately apparent that there are a wide range of celebrities involved in this market and that each of these celebrities has a unique fanbase.
  • While generalizations could be made on a genre/background basis, one demographic does not be apply to the market, as range of current and past movie and television actors, musicians, sports stars, and other entertainers is so varied that it would be counter-productive to attempt to define a typical "fan." Such an analysis would be overly inclusive and would be of limited use in determining ongoing marketing strategies. We suggest breaking the market down to smaller segments.
  • The proposed next steps set out a research plan to obtain the data necessary to inform a marketing strategy. We are reluctant to create jobs that are dependent on each other, however, in this instance it is the best option, unless this information is readily available in research already completed. If this is the case, we could start at proposed next step two.