jennifer korfiatis may, 2015. 1. make them want it 2. cause action see how simple that is?
TRANSCRIPT
REACHING YOUR TARGET AUDIENCE FOR MAXIMUM
IMPACT
Jennifer KorfiatisMay, 2015
What (in the world) is Marketing?
1. Make them want it 2. Cause action
See how simple that is?
How do I do that?
WHO ARE THEY?THE MARKETING MIX
“THEY” are your target market Remember: It’s not about YOU.
ProductPlacePricePromotion
Marketing Strategy
Variables
The SWOT Analysis
Let’s look at an example
And now, it’s your turn…
Identify at least two target markets for your organization- 1 current, 1 potential Demographics Psychographics
List your Marketing Mix Conduct a (brief) SWOT Analysis
And now some choices:
Single target approach? Multiple target approach? Combined target approach?
How do I find my target market(s)?
• Database(s)• Professional organizations• Mailing list• Social Media• Web analytics
Databases: What data have you collected? What data could you collect? Do you have the ability to cross tabulate? Do you have an affiliation with a group
that would share their data?
Professional Organizations
Networking! Access to information
Mailing lists
Social Media
Web Analytics
Google Analytics
Which mediums make sense?
Impact
“Traditional” media
Newspapers Radio Direct Mail Television
Average Issue Demographic Composition
http://www.naa.org/Trends-and-Numbers/Composition-Profiles/Average-Issue-Demographic-Composition.aspx
Newspaper Digital Audience
Readership and Income
Online news advertising
Radio
Dayparts: 6am-10am 10am-3pm 3pm-7pm 7pm-midnight Overnight Weekends
Formats and Demographics Country: (Taylor Swift)
• Top format in terms of the number of stations that carry it. • Tends to skew slightly older M-F
News/Talk: (NPR/Rush Limbaugh) Very broad bundle of programming Men between the ages of 45 and 54 are the main demographic for this
format. Oldies/Classic Hits: (Doo Wop)
These stations primarily play anything released from 1963 on Men between the ages of 45 and 54 comprise most of the loyal audience.
Adult Contemporary: (Maroon 5) Geared primarily to women ages 35 to 44, this format began in the early
1970s and has successfully replaced what used to be known as easy listening or MOR (middle of the road)
6 different “flavors” Hispanic:
Second fastest growth This category is very broad and encompasses Spanish-speaking M-F listeners
age 18 and up.
Formats and Demographics
Adult Standards: (Frank Sinatra) Declining format Adults 55+
Top 40: (Katy Perry) Comprised of listeners between the ages of 18 and 34, the format faded for a
while, but has come back
Soft adult contemporary: (Celine Dion) Women 35-54
Religion: (Gospel) Employed mothers between the ages of 25 and 44 are the primary listeners
Classic Rock (Led Zepplin): Men between the ages of 45 and 54
Sports (MLB) Men 45-54
Formats and Demos
Direct Mail
“Physical media–AKA direct mail–left a ‘deeper footprint’ in the brain.” - Millward Brown, a leading global research agency
In other words media that consumers can touch and feel resonated and touched more emotions than those of the digital variety.
Direct Mail
“Direct mail surprisingly transcends the age demographic, with younger consumers (the 18- to 34-year-old demographic) preferring to learn about marketing offers via postal mail rather than online sources.”-national survey research from ICOM
Broadcast vs. Online
“New” media
Facebook Instagram Twitter
Social Media (general)
Social Media Usage by Age
Social Media Usage
http://www.digitalinformationworld.com/2015/01/the-demographics-of-social-media-users-infographic.html
Frequency
Facebook 71% of adult internet users/58% of entire adult
population 890 million people log onto Facebook daily (DAU) for December
2014, which represents a 18% increase year over year There are 1.9 billion mobile active users (MAU) Five new profiles are created every second Facebook users are 53% female and 47% male. Highest traffic occurs mid-week between 1 to 3 pm. On Thursdays and Fridays, engagement is 18% higher 42% of marketers report that Facebook is critical or important to
their business. 16 Million local business pages have been created as of May
2013 which is a 100 percent increase from 8 million in June 2012 7.5 million promoted posts have been made from June 2012 to
May 2013
Facebook Advertising
Latino Population
Latino Population
Latino Population
Strategic Partnerships
Which organizations in your community make sense for a mutually-beneficial alliance?
What is your media mix?
Questions to consider: Which mediums attract your target market(s)?
Remember, it’s not about you. What is the frequency? What is the message?
What does your SWOT tell you?
Which mediums are most cost effective? How can it best work
cohesively?
