Older conservatives are nearing or in retirement, traditional, own property, have term deposits, lead a quiet social life – get-togethers are related to clubs or family events, they value loyalty, appreciate a freebie but don’t need one, watch TV and listen to radio, and can be sceptical. Get in their space rather than waiting for them to walk by yours. Think sports clubs, community groups, betting syndicates.

High income earners are clued up middle-aged types in a decent paying job who don’t like feeling sold to. They have high costs (mortgage, kids, lifestyle) and value social activities with friends. They’ll go to an event but it needs to answer WIIFM (what’s in it for me?). They have information overload from online sources and engage with some traditional media.

Find spaces they already orbit to - work spaces, childcare and entertainment arenas - and provide them food or drink to get around your product and feel compelled to share it.

Millennials broadly value things that make them look powerful/thoughtful and connected. This group is keen for a life hack or idea that they can become an overnight expert in. They will be more likely to stop in the street or take a shot of a clever stunt - use social to spread this further and provide the moneyshot.