MARKETING CHANNELS
For discussion post choose the groups of Baby Boomers and Millennials
along with the traditional marketing channels of TV and Radio. The
appeal of TV and radio to baby boomers and millennials is that they are
familiar with it. They drive around listening to the radio and even listen
to it at their homes. This is likely due to their practice of doing so when
they were younger. I am comfortable saying that I know I did and still do
listen to radio frequently both in the car and at home. They also grew up
with this form of media which makes them gravitate towards it. TV is
very similar to radio for its attraction of baby boomers. Baby boomers
typically watch TV and expect to see commercials and advertisements.
Though some do use streaming services such as Netflix, I believe it is
safe to say that baby boomers are most comfortable watching
traditional forms of television such as TV packages through a provider.
These forms of marketing channels would best reach this audience.
Millennials are now the largest spending group in the world, surpassing
baby boomers (Hoffower & Kiersz, 2021). This is because millennials
are in their working prime and spending as the baby boomers would
have years before them. I believe it is safe to say that most companies
want to target millennials due to their spending power. They would
react most comfortably with radio and TV channels of marketing
because that is what they grew up with which makes them comfortable
with the forms. They listen to radio on their way to and from work at the
minimum, though some do use streaming services or devices. They also
grew up with traditional TV services like the baby boomers had as well.
With the abundance of online media and advertisements,
comfortability makes these traditional channels most effective to reach
millennials.
Dirty Dicks
Now this slogan may have peaked your interest as it did mine (I was 15
at the time). On a family trip to the Outer Banks, North Carolina, my
family, and I passed a billboard for a local restaurant that read, “Get
your Crabs at Dirty Dicks”. We may have been quite hungry after the
long ten-hour drive, but we were all fascinated by this restaurant and
their catch phrase. We ended up ranting about it for most of the trip and
my brother and I refused to eat crab legs or any seafood we didn’t catch
during the trip until we could stop there. On the way back home, we
ended up stopping to try it. They had good seafood and crab legs. That
one slogan and billboard had my brother and I making decisions about
what we were going to eat daily for an entire two weeks.
Consumer Research and SEO
i Consumer and demographic research are essential to any good
marketing strategy. One good way we could perform consumer
research for the amusement park is through surveys and focus groups.
We could have surveys on the tickets and offer a small reward for the
people who complete the surveys. Focus groups would allow us to ask
questions directly to perspective customers again while offering a small
reward for their time. The information provided through the surveys
and focus groups would allow us to better position ourselves for SEO
(search engine optimization). Identifying keywords will be imperative
to implementing a successful SEO strategy. I believe by utilizing travel
agencies such as Expedia and Travelocity we could expand our search
results from just “amusement park” or “theme park” to “attractions in X
area”. By expanding the search results, we would be optimizing when
our brand to show on a variety of searches done by our target
audiences. Additionally, social media advertisements, ads on Google,
and YouTube ads will allow our company to gain more traction online.
Hoffower, H., & Kiersz, A. (2021, September 26). The 40-year-old
millennial and the 24-year-old Gen Zer are in charge of America right now.
Business Insider. Retrieved April 14, 2022, from
https://www.businessinsider.com/24-gen-z-trends-40-millennial-
spending-changing-economy-2021-
9?international=true&r=US&IR=T#:%7E:text=The%2040%2Dyear%2
Dold%20millennial%20has%20spending%20power,hold%20the%20
most%20purchasing%20power.
