Jennifer Korfiatis May, 2015. 1. Make them want it 2. Cause action See how simple that is?

REACHING YOUR TARGET AUDIENCE FOR MAXIMUM

IMPACT

Jennifer KorfiatisMay, 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 Remember: It’s not about YOU.

ProductPlacePricePromotion

Marketing Strategy

Variables

The SWOT Analysis

Let’s look at an example

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 Analysis

And now some choices:

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

How do I find my target market(s)?

• Database(s)• Professional organizations• Mailing list• Social Media• Web analytics

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?

Professional Organizations

Networking! Access to information

Mailing lists

Social Media

Web Analytics

Google Analytics

Which mediums make sense?

Impact

“Traditional” media

Newspapers Radio Direct Mail Television

Average Issue Demographic Composition

http://www.naa.org/Trends-and-Numbers/Composition-Profiles/Average-Issue-Demographic-Composition.aspx

Newspaper Digital Audience

Readership and Income

Online news advertising

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

Formats and Demos

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

Broadcast vs. Online

“New” media

Facebook Instagram Twitter

Social Media (general)

Social Media Usage by Age

Social Media Usage

http://www.digitalinformationworld.com/2015/01/the-demographics-of-social-media-users-infographic.html

Frequency

Facebook 71% of adult internet users/58% of entire adult

population 890 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% higher 42% 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 2012 7.5 million promoted posts have been made from June 2012 to

May 2013

Facebook Advertising

Latino Population

Latino Population

Latino Population

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)?

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?

Questions?

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