Subject, Audience and Purpose.

To the Left is a graph that illustrates the 70% decline that E-Decks Faces during Autumn and winter months. In 2024 we can see that around July time sales start to steadily decline. This shows a direct correlation between the demand for E-decks products and the weather/lifestyle changes that happen at this time of year.
The lead up to the Summer months (Jul/Aug) is likely a time when people are focusing on preparing their outdoor space for the coming good weather. Before a Dip at the end of August in both 23/24.

To help us understand this potential dip – it is vital to gather knowledge on the products that Edecks sell, and how this may be causing the sales slump. The E-Decks Website About me section states –

“The unrivalled rulers in online decking, timber, and roofing supplies across the UK.” (E Decks,25)
stating a heavy focus on timber based, outdoor products. So we know this is the primary areas we should be focusing our attention towards.

The bulk of E-decks Key products (like decking, pergolas, garden structures) are most commonly associated with warm-weather outdoor projects, Consumers likely plan these bigger projects in spring/summer to enjoy them during good weather.
They are also products that lean heavily into “indoor/outdoor living” a trend that in more commonly associated with the warmer months – images of green grass, blooming flowers and al fresco dining.

An article by ideal home UK stated “Perfect outdoor living is a space to have fun, to entertain and to sit and relax, to enjoy the summer days and evenings.’ – (Coppin,25)

Although eDecks have provided a target audience profile (on the right) I think its important to consider this information and do further research to create an ideal example of who we are aiming our marketing campaign at. As this could effect the types of communications and content that we create.

Target Market Considerations –

• Disposable income – Ability to comfortably spend all year round on summer&winter garden improvements.
• Home ownership – most likely to invest in maintenance or outdoor improvement.
• Age – Anywhere from young professional to retired. Focus more on lifestyle/financial behaviour over age.

Here we can consider the correlation between age, home owner ship, financial freedom and the likely hood of investment into outdoor DIY improvements.

Ages 16-34: 31% owns with mortgage. Safe to assume steady income for home owners, also closer to higher end of age range.
Ages 35-49: 48% own with a mortgage/loan (highest of any age group). So are likely to have stable income and eager to invested in maintaining/improving their property to improve its value.
Aged 50-64: 33% own outright, 36% own with a mortgage. Showing financial maturity, and possibility of higher disposable income. This age bracket would also include retirees that could have more spare time for DIY projects.

Hopefully by targeting this demographic we will be able to narrow down out campaign further ensuring the marketing channels we follow and the content we create will reach our intended audience.