Adv 435 ch 9 special audiences

ADV 435

SPECIAL AUDIENCES

AUDIENCES

•NON-MAINSTREAM

• SMALLER

• DIFFERENT TASTES

• DIFFERENT SPENDING

PATTERNS

AUDIENCES

•KEY MARKETS

• GLOBAL

• AFRICAN AMERICAN

• SPANISH SPEAKING

• ASIAN

• GLBT

GLOBAL

•GREATER GROWTH OPTS

• LESS DEVELOPED MKTS

• HIGH DEMAND FOR USA

BRANDS

• CYBERSPACE ADDS TO

AWARENESS

• VIVA LA DIFFERENCE

MARKETING

COMMUNICATIONS

•CULTURAL

DIFFERENCES

•LIBERAL USE OF NUDITY

• MORE ENTERTAINING

• LESS HARD SELL

MARKETING

COMMUNICATIONS

•LANGUAGE

•DEFINITIONS

• TRANSLATIONS

• SEMANTICS

• PRONUNCIATIONS

MARKETING

COMMUNICATIONS•MODELS FOR COORDINATION

•DEPEND ON TYPE OF

PRODUCT

• DEPEND ON LOCATION

MULTI CULTURAL TARGETS

• VALUES

• CONSUMPTION HABITS

• WAYS TO REACH

VALUES AND CONSUMPTION

HABITS MAY DEFINE MANY

INDIVIDUALS AS WELL

AFRICAN AMERICAN•VALUES

• TOGETHERNESS

• HERITAGE

• DEFINE STYLE RATHER

THAN FOLLOW

• CHURCH

• SEEK PRODUCTS PROVIDING

SENSE OF ENPOWERMENT

AFRICAN AMERICAN•CONSUMPTION HABITS

•FASHION CONSCIOUS

• ENJOY SHOPPING

• INDEX HIGH ON:•APPAREL

•PHONE SERVICE

•SHOES

•ELECTRONICS

AFRICAN AMERICAN•REACHING

• SPECIALIZED AD AGENCIES

•MEDIA:NETWORKS,SHOWS,MAGS

• CREATIVE: STYLE, ACTORS

• SENSITIVITY TO DIVERSITY

WITHIN MARKET

• AVOIDANCE OF STEREOTYPES

AFRICAN AMERICAN•REACHING

• CAUSE RELATED

MESSAGES

•ENGAGES OPINION

LEADERS

• RELIGIOUS LEADERS

• ATHLETES

• CELEBRITIES

SPANISH SPEAKING•LARGER FAMILIES• YOUNG CHILDREN• GROWTH TREND• LATINO VS. HISPANIC• COMMONALITIES• SPANISH HERITAGE• CATHOLIC FAITH

SPANISH SPEAKING•VALUES

• CULTURAL PRESERVATION

• TRADITIONS

• RESISTANCE TO ASSIMILATION

• MUSIC, ARTS, SPORTS

• FAMILY & CHILDREN

• PERSONAL APPEARANCE &

AESTHETICS

• OUTGOING & EMOTIONAL

SPANISH SPEAKING•CONSUMPTION HABITS

• BRAND CONSCIOUS

• PREFER BRANDS ADVERTISING

IN SPANISH

• INDEX HIGH:

•NATIONAL CHAINS

•DISCOUNT STORES

•CLOTHING, SHOES GROCERY

BRANDS

• LIKE TO SHOP AS FAMILY

SPANISH SPEAKING•REACHING

•FOCUS ON MAJOR CITIES

• SPONSORSHIPS• EVENTS

• FAIRS/FESTIVALS

• AVOID LITERAL

TRANSLATIONS

ASIAN AMERICANS•RAPIDLY GROWING SEGMENT

• AFFLUENT

• WELL EDUCATED

• NO COMMON LANGUAGE

• NO COMMON CULTURE

• SIX MAJOR SUBMARKETS

ASIAN AMERICANSSIX MAJOR SUBMARKETS

•CHINESE

• FILIPINO

• ASIAN INDIAN

• KOREAN

• VIETNAMESE

• JAPANESE

ASIAN AMERICANSSIX MAJOR SUBMARKETS

•CHINESE•AMERICAN BORN = UPSCALE

• FRESH OFF BOAT = BLUE

COLLAR, CONSERVATIVE

• MANDARIN & CANTONESE

DIALECTS

ASIAN AMERICANSSIX MAJOR SUBMARKETS

•FILIPINO• MOST ASSIMILATED

• SPEAK:• TAGALOG

• ENGLISH

• SPANISH

ASIAN AMERICANSSIX MAJOR SUBMARKETS

•ASIAN INDIANS• GEOGRAPHICALLY

DIVERSE

• WELL EDUCATED

• TEACHERS

• RETAILERS (CASH)

ASIAN AMERICANSSIX MAJOR SUBMARKETS

•KOREANS

• GEOGRAPHICALLY

CLUSTERED

• SMALL BUSINESSES

• TEACHERS

ASIAN AMERICANSSIX MAJOR SUBMARKETS

•VIETNAMESE

• FASTEST GROWING

ASIAN GROUP

• HIGH NATURALIZATION

• POLITICALLY ACTIVE

ASIAN AMERICANSSIX MAJOR SUBMARKETS

•JAPANESE• CONCENTRATIONED IN

NYC AND CALIFORNIA• LOW IMMIGRATION• HIGH ASSIMILATION• UPSCALE

ASIAN AMERICANS•VALUES

• FAMILY

• OBEDIANCE TO PARENTS

• GRANDPARENTS CLOSEBY

• EDUCATION VALUED

• TEND TO BY FROM OTHER ASIANS (INTANGIBLES)

ASIAN AMERICANS•CONSUMPTION HABITS

•LARGER HH & MORE HH INCOME

•FREQUENT SHOPPERS• TEND TO PLAN SHOPPING

•RARELY SHOP ALONE• BRAND CONSCIOUS BUT

NOT LOYAL

ASIAN AMERICANS•REACHING

•FOCUS ON FAMILY AND TRADITIONAL VALUES

• FEATURE ELDERS –HIGHLY ESTEEMED

• AVOID SEXUAL THEMES

• AVOID FOCUS ON INDIVIDUALISM

GLBTGAY LESBIAN BISEXUAL

TRANSGENDERED

• HIGH DISPOSABLE INCOME

• MOSTLY WHITE AND MALE

GLBTVALUES

•FRIENDSHIP

• SOCIAL ISSUES

• POLITICALLY ACTIVE

• MAJOR METROS

• CAREER FOCUSED

GLBTCONSUMPTION HABITS•INDEX HIGH:

•ENTERTAINMENT

• TRAVEL

• ELECTRONICS

• LIQUOR

• BOOKS

• FRAGRANCES

GLBT

CONSUMPTION HABITS

•TRENDSETTERS• EARLY ADOPTERS

•BRAND LOYAL

GLBT

REACHING• AVOID HOMOPHOBIA

•FEELINGS LINGER

•SPONSOR SOCIALLY

RESPONSIBLE EVENTS

• SUPPORT DIVERSITY

GLBT

REACHING• MEDIA:

• NEWSPAPERS & MAGS

• CABLE NETWORKS

• SATELLITE RADIO

• INTERNET

SPECIAL MESSAGE

STRATEGIESMULTIPLE TIERS

1. NATIONAL - BRAND

IMAGE FOCUS

2. REGIONAL – PRODUCT,

EVENT FOCUS

3. LOCAL – DEAL/LTO

FOCUS

SPECIAL MESSAGE

STRATEGIESMULTIPLE SEGMENTS•DAYPARTS:

• BREAKFAST

• LUNCH

• DINNER

• LATE NIGHT

• SNACK

SPECIAL MESSAGE

STRATEGIESMULTIPLE SEGMENTS•AUDIENCE:

• KIDS

• SENIORS

• FAMILIES

• MULTI-CULTURAL

• LIFESTYLE

CAUSE RELATED MARKETING

• BUILDS & STRENGTHENS

RELATIONSHIPS•SHIFTS FOCUS FROM

TRANSACTIONS

•DEVELOPS TRUST IN BRAND

• MUST BE CAUSE TARGET

CARES ABOUT

CROSS PROMOTIONS

•ONE MESSAGE SELLS

TWO OR MORE PRODUCTS

• CREATES BIGGER BANG

FOR BUCK

CROSS PROMOTIONS

•WORKS BEST WITH

COMPLIMENTARY

PRODUCTS

•KETCHUP – RELISH

•BURGERS – BUNS

•HOT DOGS – MUSTARD

• ICE CREAM - TOPPINGS

CROSS PROMOTIONS

•WORKS BEST WITH SIMILAR

TARGET AUDIENCES

•McDONALDS&DISNEY

•McD ads w/movie promos

• McD gets to use Disney

Characters

CROSS PROMOTIONS

•POSITIVE ASSOCIATION

BENEFITS BOTH OR ALL

BRANDS PRODUCTS

CHARACTERS

SPECIAL MEDIA STRATEGIES

• INTERNET OVERVIEW

• DIRECT MARKETING

• ADVERTISING

• OTHER

SPECIAL MEDIA STRATEGIES

• DIRECT MARKETING

• PRESENT PRODUCT INFO

• ADJ. INVENTORY EXPOSURE

• MANAGE INCENTIVES

• DEVELOP DATABASE

• IMMEDIATE SALE

SPECIAL MEDIA STRATEGIES

• ADVERTISING•SURPASSING RADIO

EXPENDITURES

• PROVIDES INTERACTIVITY

• EXTENDS LIFE OF MESSAGE

• CONSTANT CHANGE

• LINK TO SOCIAL SITES

SPECIAL MEDIA STRATEGIES

• OTHER INTERNET OPPTS

•PR INFORMATION

• ELECTRONIC COUPONS

• ENTERTAINMENT

SPECIAL MEDIA STRATEGIES

• E-COMMERCE

•UP 15% X-MAS „10 VS ‟09

• EXTENDS RETAIL AVAIL.

• EASY PRICE COMPARISONS

• SECURITY/PRIVACY = STILL

CONCERNS BUT LESS SO

SPECIAL MEDIA STRATEGIES

• E-COMMERCE

•ALLOWS FOR:

•CONVENIENCE (TIMING/PACE)

• VARIETY (BEYOND STORES)

• INFORMATION (MORE THAN SALES

PEOPLE)

• SERVICE

ADVERTISING ONLINE

• BANNERS

•NON-ENHANCED – CLICK

TAKES TO NEXT SCREEN

• ENHANCED – CLICK TO INFO

AT SAME SCREEN

•EXPENSIVE - MUST FOCUS ON

INVOLVEMENT

ADVERTISING ONLINE

• POP UP WINDOWS

• MOSTLY PASSE DUE TO

PREVENTION TOOLS

• TURNS OFF CUSTOMERS

ADVERTISING ONLINE

• CONTENT SPONSORSHIPS

• SPORTS REPORTS

• CROSSWORD PUZZLES

• GAMES – FANTASY LEAGUES

• ADDS CREDIBILITY TO SITE

ADVERTISING ONLINE

• SEARCH

• HUGE AND GROWING!

• BID ON KEY WORDS AND

PHRASES FOR BEST POSITION

• DOWNSIDE IS PAY PER CLICK

ABUSE

• PROLIFERATION OF SEO

ADVERTISING ONLINE

• WEB SITES

• NEED CONSISTENCY WITH

CREATIVE STRATEGY, TARGET

AND TONE OF OTHER

MESSAGES

• PROVIDE CONSUMER AND

PRODUCT INFORMATION

• LOCATIONS

•SALES PROMO & INCENTIVES

ADVERTISING ONLINE

• WEB SITES

• KEEP CONSUMER ENGAGED

• MORE TIME ON SITE =

BETTER CHANCE OF SALE

• AWARENESS FLIPS OFFLINE

• SPEED WORKS W/SHORT

ATTENTION SPAN/IMPATIENCE

ADVERTISING ONLINE

• WEB SITES • MUST PROVIDE VALUE ON COMSUMERS TERMS

• IRONY = CUSTOMERS MORE DEMANDING FROM HOME THAN AT RETAIL.

• ABSENCE OF NON-VERBAL COMMUNICATION

• NO FEEDBACK DURING SALE

ADVERTISING ONLINE

• WEB SITES

• WHEN YOU CAN‟T “SELL”

CONNECT VIA:

• RECIPES

• PRODUCTION TECHNIQUES

• THE “EXPERIENCE”

• CAUSE RELATED MARKETING

• EVENT, SPONSORSHIPS

NON-TRADITIONAL OPTIONS

• TEXT

• USE MESSAGE & LINKS TO

FOCUS ON IMMEDIATE ACTION:

• “TODAY‟S SOUP IS ___”

• “THREE HOUR SPECIAL”

• “NEXT ___ CUSTOMERS”

• LICENSE PLATE #‟S

• __% OFF ___SIZE

NON-TRADITIONAL OPTIONS

• TEXT

• SEND THEM TO:

• LOCATION

• WEB SITE

• PHONE NUMBER

• E-MAIL ADDRESS

NON-TRADITIONAL OPTIONS

• VIRAL

• USING E-MAILS AND/OR

TEXTS TO EXTEND REACH

• RELATIVE TO INTEREST AND

PASSION LEVEL OF AUDIENCE:• CURIOUSITY

• HABITS

• LIFESTYLE

NON-TRADITIONAL OPTIONS

• VIRAL

• NEED TO DETERMINE THOSE

LEVELS (RESEARCH) TO GEAR

CREATIVE MESSAGE

• USE SOCIAL NETWORKS

NON-TRADITIONAL OPTIONS

• GUERILLA MARKETING

• CATCH CUSTOMERS BY

SURPRISE

• TRIES TO AVOID

APPEARANCE OF MARKETING

• CLEVERNESS IN METHOD

AND MESSAGE