Secondary Target Audience
Within the secondary target audience, there are two main groups. The first includes the middle-aged crowd between the ages of 25-30, who just recently completed their undergraduate studies and are involved in their first career post-college. This audience still enjoys the nightlife that most local bars in Normal, such as the Pub II, has to offer on the weekends. The second group includes the blue collar workers between the ages of 30-35 who are already heavily involved in their lifetime career. This older aged group, predominantly males, would view the Pub II as a getaway from work during their lunch hours, a break from their families, or even just a hangout spot to catch sporting events with friends on a Sunday afternoon. This secondary target audience has an income of less than $50,000 a year and enjoys a few casual drinks within a sports bar environment. Since the Pub II offers a typical laid-back atmosphere and is located within the area where most of its customers live, it acts as a great escape from their everyday work consumed lives. The secondary audience of males and females within the Normal community will provide consistent business for the bar throughout holiday and summer breaks when the primary market of college students from Illinois State, Illinois Wesleyan, and Heartland, are not currently present. Secondary Psychographics
This segment of college graduates and middle-aged workers acts have a few different expectations from a nightlife environment now that they are part of the working class and settling down with families. Although there are some features that attract both the primary and secondary markets, there are others that set them apart from each other. It is safe to say that this particular audience will become more apparent during the months that college kids that go to school within the area are not around because of breaks. This will allow for a more laid-back and less busy atmosphere...
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