jennifer korfiatis october 26, 2012. demographics psychographics single target approach? ...

MARKETING IN THE MODERN WORLD

Jennifer KorfiatisOctober 26, 2012

Who is your target market?

Demographics Psychographics

Single target approach? Multiple target approach? Combined target approach?

Impact

Which mediums make sense?

“Traditional” media

Newspapers Radio Direct Mail

Newspaper Readership

Readership and Education

Readership and Income

Newspapers and Ad Revenue

Radio

Dayparts: 6am-10am 10am-3pm 3pm-7pm 7pm-midnight Overnight Weekends

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 growth This category is very broad and encompasses Spanish-speaking M-F listeners

age 18 and up.

Formats and Demographics

Adult Standards: (Frank Sinatra) Declining format Adults 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 35-54

Religion: (Gospel) Employed mothers between the ages of 25 and 44 are the primary listeners

Classic Rock (Led Zepplin): Men between the ages of 45 and 54

Sports (MLB) Men 45-54

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.

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 ICOM

“New” media

Facebook Twitter YouTube

Social Media (general)

Facebook

Facebook vs. Linkedin

Twitter

Pinterest

YouTube

60 hours of video are uploaded to YouTube every minute. This number was only “48 hours” a couple of months ago (8/2012).

Over 4 billion YouTube videos are viewed a day Over 4 billion hours of video are watched each

month on YouTube

Strategic Partnerships

Which organizations in your community make sense for a mutually-beneficial alliance?

What is your media mix?

Questions to consider: Which mediums attract your target market(s)? What is the frequency? What is the message? How can it best work

cohesively?

Questions?

Jennifer Korfiatis, MBA (509) 665-0208 jennifer@jenniferkorfiatis.com