DeKalb Chamber of Commerce: Audience Analysis

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DeKalb Chamber of Commerce: Audience Analysis

Table of Contents

Introduction
Analysis
Recommendation
Conclusion
Reference List

Introduction

Attracting new supporters with the help of modern media is a tricky task mostly because of the fact that modern media is open to practically everybody. As a result, reaching out for a specific tier of the U.S. society becomes rather complicated. However, as the case of DeKalbs Chamber shows, the specified phenomenon only serves as the tool for improving the organization promotion model.

Analysis

The way, in which the information concerning the political party in question and its goals is represented at the site shows that the organization in question targets middle-class business people, who either have recently started an entrepreneurship or are currently seeking for the means of expanding their business. The specified assumption is derived from the fact that the owners of the site address their audience in the following manner: Invest in your business in a way that shows immediate returns! (About the Chamber, 2015). As the given invitation displays, the organization under analysis opens new opportunities for a merger, acquisition or partnership for the leaders of entrepreneurships, as well as business people in general.

As far as the age group of the participants is concerned, one must admit that the organization in question is rather vague in defining its target audience Since it has been established that the DeKalb Chamber of Commerce aims at attracting business people, preferably the ones, who run a business, it is reasonable to assume that the people ranging from the late twenties to early fifties are addressed. However, seeing that the given audience can be split into several age groups based on their needs and goals, it can be considered that the company is rather vague on the target denizens of the U.S. population that it aims to attract.

The gender of the target audience has not been specified, either. However, in contrast to the age issue mentioned above, the gender of the people supporting the chamber does not seem to matter much. Therefore, the lack of emphasis on the subject matter can be considered intentional and should not be viewed as the outcome of the lack of thought in the design of the site and the choice of tools for its promotion.

A geographic analysis of the audience, which the members of the DeKalb Chamber of Commerce try to attract, will reveal that the residents of Georgia, in general, and the citizens of Decatur, in particular, are being addressed by the owners of the site. The specified choice is quite reasonable, as the chamber members need to make sure that the local denizens of the U.S. population support them. However, it would also be rather resourceful for the DeKalb Chamber of Commerce participants to work outside of their community and reach out to other members of the U.S. population, who might need their help and support. The given step can be viewed as a possible future initiative for the organization to take.

Recommendation

The message, however, can also be improved significantly even if the current target audience is considered closer. Particularly, the members could have provided a more detailed description of the people, who work for the specified organization; thus, the information provided at the site would be much more relatable, and more people could be attracted. Although the section titled About the Chamber (2015) deals with the subject matter by describing the organization, its goals, and aspirations, it still fails to identify the key people and outline the influences, which they have on the modern American society. In other words, an additional page could be created at the specified site, where a brief description of each participant or, at the very least, the key members, could be provided.

Another significant improvement, which the site needs to undergo, concerns the differentiation of the target audience. As it has been stressed above, the message that the Chamber members attempt at delivering to the people, is aimed at a rather vast category of visitors. Although it is obvious that the authors intention was to attract as many business people and members of the middle-class population as possible; however, the vagueness of the idea that the authors are trying to convey stretches the target audience from rather young people, who have only recently started their own business shortly after their graduation, to the company leaders, who have been running their entrepreneurships for quite a while. Therefore, splitting the key message into two parts so that it could be addressed to both types of the.S. population would be a good idea.

Conclusion

One might argue that the above-mentioned corrections, once made to the site, will make it rather messy and overloaded with details. Consequently, the message would be rather hard to understand and evaluate, not to mention accepting it. On the one hand, the specified assumption has a grain of truth in it. On the other hand, the stratification of the target audience is crucial to the success of the campaign and the attraction of new members. Therefore, the Chamber representatives will have to find the ways of catering to the needs of both young and experienced entrepreneurs. Thus, DeKalb Chambers goal will be attained.

Reference List

About the Chamber. (2015). Web.

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