Transcript Reaching Your Target Audience for Maximum Impact

Jennifer Korfiatis
May, 2015
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1. Make them want it
2. Cause action
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See how simple that is?
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THE MARKETING MIX
WHO ARE THEY?
Product
Place
Price
Promotion
“THEY” are your
target market
Remember: It’s not
about YOU.
Marketing Strategy
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Identify at least two target markets for your
organization- 1 current, 1 potential
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Demographics
Psychographics
List your Marketing Mix
Conduct a (brief) SWOT Analysis
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Single target approach?
Multiple target approach?
Combined target approach?
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Database(s)
Professional organizations
Mailing list
Social Media
Web analytics
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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?
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Networking!
Access to information
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Newspapers
Radio
Direct Mail
Television
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http://www.naa.org/Trends-andNumbers/Composition-Profiles/AverageIssue-Demographic-Composition.aspx
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Dayparts:
6am-10am
 10am-3pm
 3pm-7pm
 7pm-midnight
 Overnight
 Weekends
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Country: (Taylor Swift)
Top format in terms of the number of stations that carry it.
• Tends to skew slightly older M-F
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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.
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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.
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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”
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Hispanic:
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Second fastest growth
This category is very broad and encompasses Spanish-speaking M-F listeners age 18 and
up.
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Adult Standards: (Frank Sinatra)
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Top 40: (Katy Perry)
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Employed mothers between the ages of 25 and 44 are the primary listeners
Classic Rock (Led Zepplin):
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Women 35-54
Religion: (Gospel)
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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)
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Declining format
Adults 55+
Men between the ages of 45 and 54
Sports (MLB)
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Men 45-54
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“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.
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“Direct mail surprisingly transcends the age
demographic, with younger consumers (the 18to 34-year-old demographic) preferring to learn
about marketing offers via postal mail rather
than online sources.”-national survey research
from ICOM
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Facebook
Instagram
Twitter
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http://www.digitalinformationworld.com/20
15/01/the-demographics-of-social-mediausers-infographic.html
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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
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Which organizations in your community make
sense for a mutually-beneficial alliance?
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Questions to consider:
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Which mediums attract your target market(s)?
 Remember, it’s not about you.
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What is the frequency?
What is the message?
 What does your SWOT
tell you?
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Which mediums are most
cost effective?
How can it best work
cohesively?
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Jennifer Korfiatis, MBA
(509) 665-0208
[email protected]