target marketing good
TRANSCRIPT
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Target marketing: Knowing
your consumer audienceBy: Kristina Tianzon Azaes
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Introduction
Most traditional media will not only present
your message to your target, but also to
many others for whom the product isprobably irrelevant.
The solution: careful consideration of who
your target should be and which media will
best reach that audience.
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Target Market/Audience
- a group of people (segment) who are most
likely to respond favorably to what the
marketer/advertiser has to offer.
The basic idea behind customer
segmentation is that communications are
more effective when highly targeted.
- Ogilvy & Mather Worldwide
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A consumer is
A person who uses goods and services to
satisfy her needs
A person who buys products or services
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Consumers make many buying decisions
each day, based on her needs. The goal
of a copywriter is to influence thosedecisions.
Researchers examine buying behavior to
learn what consumers buy, where they
buy, when they buy, and why they buy.
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Stages of consumer decision-making
process:
Need
Awareness
PreferenceSearch
Selection
Purchase and useSatisfaction
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ConsumerInfluences:
Demographic variables:
Age
Sex
Race
Religion
Income
Occupation
Social class
Education
Geographic location
Lifestage
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ConsumerInfluences:
Psychographic variables:
Attitudes
Motivation
Desired benefits/needs
Values
Personality traits
Decision processes
Buying behavior
Lifestyle (activities, interests, opinions)
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Social grading:
Social
Grade
Social Status Occupation of head of
household
A Upper middle
class
Higher managerial, professional
B Middle class Intermediate managerial
C1 Lower middle
class
Clerical
C2 Skilled workingclass
Skilled manual worker
D Working class Unskilled manual worker
E Lowest level Casual worker, people
dependent on social security
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Attitudinal segmentation:
Coming of age (17 to 23) the age where customers
likely fell in love for the first time, became economic
beings, developed their own value systems, explored
new ideas, and became adults.
The New Achievers experience is more important
than possessions (will choose travel over BMW)
The Time Seekers will pay for goods and services that
buy them time (cell phones, home shopping, etc.)
Life Simplifiers will listen to movie critics, read
consumer reports or buy branded products to avoid
confusion over too many choices.
Premium Brand Consumers want prestige, quality
and understatement
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How to reach minority groups:
Dont patronize
Avoid stereotypes, show diversity
Feature minorities in starring roles
Seek the opinions of people who hail from the cultureyou are targeting
Be sensitive to nuances in language
Learn about preferences in food, clothing, customs,holidays
Laugh with them, not at them
Make ties to their special causes
For older people: at least 12 point type on packages
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ConsumerInsight
- An understanding of the consumers
needs and wants.
- It could be a benefit or an emotional needthat other brands are not satisfying.
- Can be gained by going out and getting to
know the consumer.
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The changing consumer
Shift of women out of the home and into the domesticeconomy.
Family roles are changing (female breadwinners, house-husbands).
Job security is breaking down.
Salary increases and bonuses are constrained byeconomic circumstances.
Continuing threats on personal safety
Things that once belong to the middle classes are now
available to all. Companies are no longer local or even national.
Environmental considerations apply to all aspects ofdaily life.
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Conclusion
Although it is impossible for us to know
everything about our audience, the more
we do know, the more likely our message
will be understood.
An ad will be perceived only if it is relevant
to the consumer.
- Wells, Burnett, Moriarty
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Midterm project:
Each group will be given a product and targetmarket.
Conduct primary and secondary research about
your target.Describe your target: cite demographics,
psychographics and consumer insight.
Create a half-page broadsheet print ad that will
appeal to your target. Presentation: August 12, 2009.
Each member will be rated by her team mates.