Jennifer Korfiatis May 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 ID: 568422
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Slide1
Reaching your target audience for maximum impact
Jennifer KorfiatisMay, 2015Slide2
What (in the world) is Marketing?
1. Make them want it2. Cause actionSee how simple that is?Slide3
How do I do that?
Who are they?
The marketing mix
“THEY” are your target market
Remember:
It’s not about YOU.
Product
Place
PricePromotion
Marketing StrategySlide4
VariablesSlide5
The SWOT AnalysisSlide6
Let’s look at an exampleSlide7
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 AnalysisSlide8
And now some choices:
Single target approach?Multiple target approach?Combined target approach?Slide9
How do I find my target market(s)?
Database(s)
Professional organizations
Mailing list
Social Media
Web analyticsSlide10
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?Slide11
Professional Organizations
Networking! Access to informationSlide12
Mailing lists Slide13
Social Media Slide14
Web AnalyticsSlide15
Google AnalyticsSlide16
Which mediums make sense?Slide17
ImpactSlide18
“Traditional” media
NewspapersRadioDirect MailTelevisionSlide19
Average Issue Demographic Composition
http://www.naa.org/Trends-and-Numbers/Composition-Profiles/Average-Issue-Demographic-Composition.aspxSlide20
Newspaper Digital Audience Slide21
Readership and IncomeSlide22
Online news advertisingSlide23
Radio
Dayparts:6am-10am10am-3pm3pm-7pm7pm-midnightOvernight
WeekendsSlide24
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 growthThis category is very broad and encompasses Spanish-speaking
M-F listeners age 18 and up. Slide25
Formats and Demographics
Adult Standards: (Frank Sinatra)Declining formatAdults 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
35-54Religion: (Gospel)
Employed mothers between the ages of 25 and 44 are the primary listenersClassic Rock (Led Zepplin):Men between the ages of 45 and 54Sports (MLB)Men 45-54Slide26
Formats and DemosSlide27
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.Slide28
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 ICOMSlide29
Broadcast vs. OnlineSlide30
“New” media
FacebookInstagramTwitterSlide31
Social Media (general)Slide32
Social Media Usage by AgeSlide33
Social Media Usage
http://www.digitalinformationworld.com/2015/01/the-demographics-of-social-media-users-infographic.htmlSlide34
FrequencySlide35
Facebook
71% of adult internet users/58% of entire adult population890 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% higher42% 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 20127.5 million promoted posts have been made from June 2012 to May 2013Slide36
Facebook Advertising Slide37
Latino PopulationSlide38
Latino PopulationSlide39
Latino PopulationSlide40
Strategic Partnerships
Which organizations in your community make sense for a mutually-beneficial alliance?Slide41
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?Slide42
Questions?
Jennifer Korfiatis, MBA(509) 665-0208jennifer@jenniferkorfiatis.com