6 pages semester learning inspiration
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week8-HowtoFindyourtargetaudience-.pptxAudience Targeting
A by-the-numbers approach to insuring that the vehicles you choose deliver your message to the right audience(s)
Integrated Marketing Communications
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Whom do you go after?
Determining financial value
Not all customers/consumers are created equal
Establish appropriate behavioral objectives for each consumer group: i.e. maintain spending levels; increase spending levels; migrate to a different group; obtain trial, etc.
Critical to see customers as assets and communications as investment
Pareto Rule: 20% of customers contribute about 80% of the firm’s sales, profits or income.
Integrated Marketing Communications
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2
How do you reach them?
Five “Rs” of IMC:
Relevance
Receptivity
Response
Recognition
Relationship
Source: Shultz & Schultz, “IMC: The Next Generation”
Integrated Marketing Communications
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3
Develop a ‘relationship’ with your audience
Reciprocal Marketer-Consumer Relationship
Brand Relationship – the relationships that exist between buyers and sellers through the exchange of value for products or services over time.
As long as each party believes the value of their rewards is equal to the value of their input, both will be satisfied.
Perceived inequity leads to tension in the relationships that can be resolved by:
Reducing inputs
Increasing outcomes
Leaving the relationship
Source: Shultz & Schultz, “IMC: The Next Generation”
Integrated Marketing Communications
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4
Where do you find them?
Brand Contacts (Audit)
Where will the brand touch his/her life?
Can these “touch points” be organized and prioritized from the consumer’s point-of-view?
Which communication vehicles will address these touch points?
Important
Less Important
Positive
Negative
Priority Grid
Source: Shultz & Schultz, “IMC: The Next Generation”
Integrated Marketing Communications
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5
Audience “touch point” activity wheel
Male
35 – 54 Years
Work Day
Evening
Non-Work
Night
Integrated Marketing Communications
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Vehicle selection based on “touch points”
Male
35 – 54 Years
Work Day
Evening
Non-Work
Night
Print Advertising
Direct Mail
Radio Advertising
Cinema Advertising
Radio Advertising
Social Media
Internet Advertising
TV Advertising
Radio Advertising
Public Relations
Sales Promotion
Out of home
Word of mouth
Integrated Marketing Communications
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7
How do you talk to them?
Determine the relevance of and receptivity to brand contacts.
Must be relevant to consumer and delivered when they need it.
Discovering how and when customers want to be contacted.
How do customers want to receive brand information?
Align delivery system with customer preference
Choice allows consumers some control
Reversing the communication flow
The consumer is in the driver’s seat, but the company must deliver its message so that it will be heard.
Source: Shultz & Schultz, “IMC: The Next Generation”
Integrated Marketing Communications
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8
Meet the product
Integrated Marketing Communications
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Meet the product
| Functional |
Complete regimen of cleansing, moisturizing and treatment products
Medications that contain a range of dermatologist-recommended effective acne treatment ingredients: salicylic acid, benzoyl peroxide or sulfur, to adjust to the different needs of acne-prone consumers
Visible results at half the price of ProActive
Available at drug stores, Walmart, Target
Integrated Marketing Communications
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Meet the product
| Functional | Emotional |
Delivers a clean feeling
Works right away
Makes break-out disappear fast
Makes me feel more confident
Makes me more attractive to the opposite sex
Looking good makes me more popular
I will get more dates
No one will make fun of me anymore
Complete regimen of cleansing, moisturizing and treatment products
Medications that contain a range of dermatologist-recommended effective acne treatment ingredients: salicylic acid, benzoyl peroxide or sulfur, to adjust to the different needs of acne-prone consumers
Visible results at half the price of ProActive
Available at drug stores, Walmart, Target
Integrated Marketing Communications
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Meet Bill Janson
Integrated Marketing Communications
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Meet Bill Janson
| Functional |
Male
17 years old
Lives with divorced parents; two younger brothers
High School Junior
$75/week allowance
Lawn care job = $50 per week additional
Baby Sittings = $20 per week
Terrible case of acne induced by advanced puberty
Integrated Marketing Communications
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Meet Bill Janson
| Functional Male 17 years old Lives with divorced parents; two younger brothers High School Junior $75/week allowance Lawn care job = $50 per week additional Baby Sittings = $20 per week Terrible case of acne induced by advanced puberty | Behavioral |
Takes school seriously
Loves video games
Hangs out at the Mall with friends when he can
Plays sports & watches his favorite pro teams on TV
Reads about sports, cars and sex on-line
Fights with his siblings & parents frequently
Just started dating & appearance is important
Addicted to social media and texting
Integrated Marketing Communications
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Meet Bill’s Mother
Integrated Marketing Communications
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Meet Bill’s Mother
| Functional |
Female
37 years old
Takes the kids week days
College Graduate
Applied to grad school at night
$150K as office manager
$2K per month child support
Lives in the city
Drives a SUV, mostly car pools
Integrated Marketing Communications
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Meet Bill’s Mother
| Functional Female 37 years old Takes the kids week days College Graduate Applied to night school $150K as office manager $2K per month child support Lives in the city Drives a SUV, mostly car pools | Behavioral |
Constant motion; never has enough time for herself
Watches TV via DVR
Scours the internet at work
Follows her kids & friends on Facebook
Lives in fear of making mistakes at work or home
Integrated Marketing Communications
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Determining the size of your market
It is important to grasp how many people fall within your target market(s)
Where do you go to find out?
NYU Libraries Website
Access to 1200 data bases
The catalog is named “Bobcat”
Let’s use the Jansons as an example for a Baltimore test market
Integrated Marketing Communications
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Determining the size of your market
128,000 women
38,000 boys
Integrated Marketing Communications
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How to reach the boys
Vehicle Choices
Television ad
Magazine ad
Newspaper ad
Radio ad
Public Relations
On-line media
Direct Response
Events
Sponsorship
Other
Direct sample & coupon delivery to top 15,000 ranked by Google Analytics
ESPN; Car & Driver Magazine ads
On-Line
Facebook, Instagram, Twitter ads
Integrated Marketing Communications
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How to reach the Moms
Vehicle Choices
Television ad
Magazine ad
Newspaper ad
Radio ad
Public Relations
On-line media
Direct Response
Events
Sponsorship
Other
Newspaper: Baltimore Sun On-Line
Magazines: Real Simple; Redbook, Parenting, On-Line
Facebook, Instagram, Twitter ads
Public Relations
Radio ads – Drive Time
Integrated Marketing Communications
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