Virgin Atlantic and how they connect with Social Technographic groups?
Virgin Atlantic target market has a large demographic, their Economy, Premium Economy and Upper Class are set at various prices at a large range dividing their target market and marketing strategy. Their target markets psychographics are very specific; they would have specific life style interests such as; traveling, change, excitement. The target market would have an attitude associated with the Virgin brand, and what a represents to their peers.
This target market have specific lifestyle interests such as travelling, most travelers research their destination of choice as well as flights online, as this is where most relevant information about travelling is readily available.
The social Technographics profile 7 groups: Inactives, Spectators and Joiners, Collectors, Critics Conversationalists and Creators.
Virgin Atlantic does a great job targeting their online market; they are active at all levels of the Technographic groups stated above. It was stated in the readings the United Kingdom and Europe have the highest level of participation within the Joiners and Spectators group followed by Critics. This is where most of their focus should be.
Virgin Atlantic communicates with their target market in a variety of online mediums all with a high-level of participation. I was unable to find a Technographic breakdown for Virgin Atlantic but will be discussing what online mediums relate to each Technographic group.
The following social media sight listed below allow for Virgin Atlantic to reach out to Spectators, Joiners, Critics and Conversationalists. They participation levels of these sites do differ significantly, Virgin Atlantic should focus on increasing its presence on Twitter, Pinterest and Instagram as they are sites with a high level of sharing and participation as there is less privacy for users.
Twitter: 359,000 followers
Facebook: 384,048 likes
Pinterest: 1361 followers
Instagram: 23,300 followers
Branson’s Blog: and Virgin Atlantic Blog: Is a strong tool in reaching their Spectators, Conversationalist and Critics Technographic groups. Virgin Atlantic should be more actively participating and adding content from other bloggers about the various destinations they fly to.
Google+: 2,772 followers and 89,188 views: Virgin Atlantic has various links that are first to pop up on a Google search and maintain a Google profile. They could utilize this site more to encourage the Collectors group to re-post and share their information throughout the World Wide Web.
YouTube: 8136 subscribers, this number is considerably low if we compare it to the other online mediums. However Virgin Atlantics most recent 2015 Advertisement has been viewed over 800,000 times. Their YouTube presence also brings in the Critics however their discussion feed has a minimal online participation.
Virgin Atlantic will have to continue to grow their online presence, reaching more consumers, pulling in more followers and likes everyday. This will increase Virgin Atlantic’s Brand Awareness and will force those in the Inactive group to start their online journey with Virgin!
Forrester Research. (2011). Empowered. Retrieved February 7, 2015, from http://empowered.forrester.com/tool_consumer.html
Li, C., & Bernoff, J. (2011). The social technographics profile. InGroundswell: Winning in a world transformed by social technologies. Boston, MA: Harvard Business Review Press.