Advert Creation: Research

For this week I am making an advert on a Warhammer tournament. I decided that my target market would be millennials, in this post I will be discussing this generation's spending habits, behaviour and where they will be able to find this advert so that it can reach as many people as possible. I chose millennials as a target market because the birth years of this generation fall between 1980 and 1994 and the first edition of Warhammer released in 1983 with new editions releasing every few years.

 First I will be discussing the spending habits of millennials and why my advert would appeal to this generation. 'Half of millennials prefer to spend their money on experiences over material things -- and they are willing to pay extra for it.' (Woo, 2018), an event like a Warhammer tournament fits into this preference perfectly as it is an opportunity for people with the same interests to gather together, play or discuss their favourite tabletop game and have a pleasant evening. Setting up an army of yourself can be costly and you need one to play the game, but millennials seem to think that this is a worthwhile purchase. 'For years, Games Workshop was known primarily for two things: pricey products (a Warhammer army can cost well over £300, or $390) and unfathomably complicated rules.' ( The Economist, 2018).

'They grew up in an era of technology, with access to unlimited amounts of information.' (Woo, 2018), this means that nowadays the majority of millennials are found on social media. To be more specific to where Warhammer fanatics are found on the internet, I will be marketing my tournament on Facebook in Warhammer specific groups, Warhammer forums and the Warhammer subreddit on Reddit. 'The Competitive Warhammer subreddit, which is primarily 40k, has about 76,000 members.' (Robert and James, 2022), with this amount of members my advert will probably reach a lot of people.

 

 Warhammer 40k Army Usage Survey Results

 I chose to portray the Skorpekh Lord from the Necron race on my advert because of its popularity at the moment, it is ' The second most played faction in tournaments.' (Auspex Tactics, 2023) and I think they portray the gloomy and post-apocalyptic Warhammer atmosphere very well. I even own a Necron army myself.

References:

Woo, A. (2018). Understanding The Research On Millennial Shopping Behaviors. Forbes. [online] 4 Jun. Available at: https://www.forbes.com/sites/forbesagencycouncil/2018/06/04/understanding-the-research-on-millennial-shopping-behaviors/ [Accessed 20 Jan. 2024].

Economist, T. (2018). Britons are increasingly turning to tabletop games for entertainment. [online] The Economist. Available at: https://www.economist.com/britain/2018/10/04/britons-are-increasingly-turning-to-tabletop-games-for-entertainment [Accessed 20 Jan. 2024].

Robert and James (2022). The Goonhammer 2022 Reader Survey… And What it Tells Us About the Community. [online] Goonhammer. Available at: https://www.goonhammer.com/the-goonhammer-2022-reader-survey-and-what-it-tells-us-about-the-community/ [Accessed 20 Jan. 2024].

Auspex Tactics (2023). Every Warhammer 40K Army’s Tournament Win Statistics - Who’s Best in 10th Edition October 2023. [online] www.youtube.com. Available at: https://www.youtube.com/watch?v=IodsN6Y6XnM [Accessed 20 Jan. 2024].