Target Marketing Good

8/3/2019 Target Marketing Good

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Target marketing: Knowing

your consumer audienceBy: Kristina Tianzon Azaes


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Introduction

Most traditional media will not only present

your message to your target, but also to

many others for whom the product isprobably irrelevant.

The solution: careful consideration of who

your target should be and which media will

best reach that audience.


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Target Market/Audience

- a group of people (segment) who are most

likely to respond favorably to what the

marketer/advertiser has to offer.

The basic idea behind customer

segmentation is that communications are

more effective when highly targeted.

- Ogilvy & Mather Worldwide


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A consumer is

A person who uses goods and services to

satisfy her needs

A person who buys products or services


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Consumers make many buying decisions

each day, based on her needs. The goal

of a copywriter is to influence thosedecisions.

Researchers examine buying behavior to

learn what consumers buy, where they

buy, when they buy, and why they buy.


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Stages of consumer decision-making

process:

Need

Awareness

PreferenceSearch

Selection

Purchase and useSatisfaction


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ConsumerInfluences:

Demographic variables:

Age

Sex

Race

Religion

Income

Occupation

Social class

Education

Geographic location

Lifestage


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ConsumerInfluences:

Psychographic variables:

Attitudes

Motivation

Desired benefits/needs

Values

Personality traits

Decision processes

Buying behavior

Lifestyle (activities, interests, opinions)


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Social grading:

Social

Grade

Social Status Occupation of head of

household

A Upper middle

class

Higher managerial, professional

B Middle class Intermediate managerial

C1 Lower middle

class

Clerical

C2 Skilled workingclass

Skilled manual worker

D Working class Unskilled manual worker

E Lowest level Casual worker, people

dependent on social security


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Attitudinal segmentation:

Coming of age (17 to 23) the age where customers

likely fell in love for the first time, became economic

beings, developed their own value systems, explored

new ideas, and became adults.

The New Achievers experience is more important

than possessions (will choose travel over BMW)

The Time Seekers will pay for goods and services that

buy them time (cell phones, home shopping, etc.)

Life Simplifiers will listen to movie critics, read

consumer reports or buy branded products to avoid

confusion over too many choices.

Premium Brand Consumers want prestige, quality

and understatement


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How to reach minority groups:

Dont patronize

Avoid stereotypes, show diversity

Feature minorities in starring roles

Seek the opinions of people who hail from the cultureyou are targeting

Be sensitive to nuances in language

Learn about preferences in food, clothing, customs,holidays

Laugh with them, not at them

Make ties to their special causes

For older people: at least 12 point type on packages


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ConsumerInsight

- An understanding of the consumers

needs and wants.

- It could be a benefit or an emotional needthat other brands are not satisfying.

- Can be gained by going out and getting to

know the consumer.


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The changing consumer

Shift of women out of the home and into the domesticeconomy.

Family roles are changing (female breadwinners, house-husbands).

Job security is breaking down.

Salary increases and bonuses are constrained byeconomic circumstances.

Continuing threats on personal safety

Things that once belong to the middle classes are now

available to all. Companies are no longer local or even national.

Environmental considerations apply to all aspects ofdaily life.


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Conclusion

Although it is impossible for us to know

everything about our audience, the more

we do know, the more likely our message

will be understood.

An ad will be perceived only if it is relevant

to the consumer.

- Wells, Burnett, Moriarty


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Midterm project:

Each group will be given a product and targetmarket.

Conduct primary and secondary research about

your target.Describe your target: cite demographics,

psychographics and consumer insight.

Create a half-page broadsheet print ad that will

appeal to your target. Presentation: August 12, 2009.

Each member will be rated by her team mates.

Documents

Target Marketing Good