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Just
a quick reminder that marketing goes way beyond sales and
promotion. So that means within this section, you will find
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Target
Marketing:
market information about specific groups of people
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Marketing Mix
Variables:
adapting and modifying programs and services to address
needs of various groups and specific preferences
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PerInfoCom:
“perinfocom” is an “Ellen term” for persuading, informing, and
communicating with participants, potential customers, and the
general public
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Marketing
Plan:
what are the critical elements that need to make up an marketing
plan
Target Marketing
Marketing to Generations: The #1 Requested
Marketing Topic
Yes,
it’s true. We differ from one another on the basis of what
generation to which we belong. We know that boomers refuse to grow
up (and old) like their parents generation, but who knew that there
were differences between Gen X and Gen Next. Check these out…
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Who’s Your Target Market? Actual and Potential
Time to analyze target
market information is the task that always seems to get
moved to the end of the list. It’s too bad since that
information is so critical and much of it is sitting right
in our office waiting to be analyzed.
Send us the zip codes in your community, your last 3
brochures, and data base for participants and leave the rest
to us. We’ll identify that 20% of your participants that
account for much of your activity as well as identify
potential groups along with strategies to reach them. |
New Service Offering Special
$475 |
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Experience Marketing – Strategies
for the New Millennium
by O’Sullivan and Spangler
Venture Publishing
 About the book: Ahead of
its time is the most common way people describe this book.
Ellen and Kathy analyzed shifts in the world of marketing
and created this leading edge book focused upon
experiences. There are 2 in-depth chapters on target
marketing that include the 4Cs of Target Markets and
Particle Marketing identification and strategies as
well.
Catalog Number: EXP 103 |
$39.95
+$5.00
S&H
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Leisure Preferences of Older Adults
_________________________________________________
Since
they appear to have both extra time and dispensable income, the
leisure preferences and patterns of older adults are of interest.
Just what do older adults do with their leisure time and how do they
spend their entertainment dollars? Older adults prefer reading and
activities that require walking.
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Reviewing
a number of government and private sources including the new
Statistical Abstract of the United States, older adults seem to
prefer moderate activity and intellectual pursuits. Information supporting that trend includes the fact that:
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the average
annual expenditure for entertainment and reading (1985-2004) for
people ages 55 to 64 was $3,000;
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for ages 65 to 74 years, $2,037;
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and for those 75 years and older, $1,125.
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Among the most frequent purchases in 2004 for people 45 to 64 years
were:
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People 65 plus were most likely to purchase golf club sets (11.8%)
and rod/reel combination (7%).
Among other activities, those ages 55 to 64 years:
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most frequently read a book (48.9%)
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attended an art/craft fair and festival (35.1%)
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visited a historic site (31.6%)
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art museums/galleries (27.8%)
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As participants, they engaged in:
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gardening (56.6%)
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exercise program (48.4%)
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watching movies (46.6%)
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sewing (18.6%)
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photography (12.1%)
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Ages 65 to 74 most often:
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read a book (45.3%)
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attended an art/craft fair and festival (31.1%)
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visited a historic site (24.2%)
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art museums/galleries (23.4%)
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They engaged in:
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gardening (57.2%)
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exercise program (47.0%)
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watching movies (32.2%)
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sewing (20.5%)
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photography (8.1%)
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Those 75 and older:
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The oldest adults engaged in:
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RETURN TO TOP
Values and Attitudes: 18 to 25 Year Olds
______________________________________________
They
may have baby boomers for parents, but the values, attitudes, and
life goals of this emerging next generation is quite different from
that of their parents. A recent Pew Survey that asked 18 to 25 year
olds more than 75 questions on just about everything from world
events to individual preferences provided interesting results. Some
of the insight from this study as well as evidence of the
differences between them and their parents’ generation included the
following:
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The top life goals of this young adult group included:
These top goals contrast with the 1967 student of college freshmen
where 85.5% thought it essential to develop a “meaningful philosophy
of life” and 41.9% believed it essential to be “very well off
financially”.
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More liberal than parents as demonstrated by:
Immigration:
Same-Sex Marriage:
Other findings included:
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32% attend church at least once a week; 20% have no religious
affiliation or are atheist or agnostic.
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48% identify more with Democrats; 35% with Republicans.
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36% have a tattoo and 30% a body piercing in a place other than an
ear lobe.
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25% have dyed their hair a non-traditional color.
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they also indicate that casual sex, violence, binge drinking and
illegal drug use are more prevalent among young people today than
they were 20 years ago.
Source: Pew Research Center 2006 Gen Next Survey
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Most significant problems as identified by this group included:
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They are fairly optimistic about the future as evidenced by:
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Overall, these young adults are content with their lives and
optimistic about the future: 84% say their life is excellent or
good; 14% say fair.
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A majority of those surveyed between the ages of 18 and 25 felt that
educational and job opportunities are better for them today than for
the previous generation and believe their life is "excellent or
good."
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This generation showing little sign of having been indelibly marked
by the 9/11 attacks and not being supportive of the war in Iraq.
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RETURN TO TOP
Values: Gen X vs. Gen Next
_________________________________________________________
Much
had been written and a great deal of attention given to the value
and attitude differences between the Baby Boomers and Gen X. Well,
it’s time to shift that focus to incorporate ways in which Gen Next
is different from Gen X.
Every emerging generation comes under close attention because their
values and attitudes are likely to influence all facets of life as
we now it. And, to no one’s surprise, these two generational groups
are different from one another.
The
following goals reflect the differences between the goals of Gen
Next defined for this survey as people between the ages of 18 and 25
and Gen X, the 26 to 40 year old age group.
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Goal |
Next |
X |
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Get
rich |
81% |
62% |
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Become famous |
51% |
29% |
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Help
people |
30% |
36% |
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Be
community leaders |
22% |
33% |
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Become more spiritual |
10% |
31% |
Get
ready for the “rich and famous” – reality TV makes both a
possibility.
Source: Pew Research Center for the People and the Press Survey –
USA Today 3/27/07
RETURN TO TOP
Baby
Boomers
____________________________________________________________________
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The
titanic boomer market still unexploited by advertisers.
This
warning NOT to ignore the baby boomers and the purchasing power of
78 million Boomers was reported by
www.brandchannel.com. Take lessons
from several brands and companies that have been successful courting
this group
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Boomers are reported to spend a staggering US$ 2.3 trillion in
annual household expenditures (twice the amount of 18- to
39-year-olds),
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They enjoy the highest incomes of any age group.
Yet despite Boomers' trillion-dollar spending power, many major
brands still view 18- to 39-year-olds as the prime demographic to
target, paying an average of 25 to 50 percent more to target younger
adults, according to research commissioned by TV Land (a unit of
Viacom) with Boomer think-tank consultancy Age Wave.
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This makes very little sense since…
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Advertising experts from two companies, Veto and Iconoculture, share
some insight as to how to reach this large and potentially
profitable group:
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Must demonstrate concern for their busy lifestyles.
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Remember they purchase on basis of sales not brand name.
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Think ease of use as with iBook and iPod.
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They perceive themselves as “forever young”; refuse to accept the
aging process as did their parents and grandparents.
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Retirement is a continuation of life or a new chapter in life; these
new interests might be careers, talents, or relationships. Be it
new interests, new careers, or even new relationships.
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Successful connection with boomers focuses upon:
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education and lifelong learning
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relationships
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physical appearance and well-being, i.e. plastic surgery, health and
beauty products
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Brands such as Chico’s women’s clothing and Dove beauty products
serve as current day models for reaching this group.
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www.Brandchannel.com, 25/06/2007 : "Don't ignore the boomer.
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RETURN TO TOP
Marketing Mix Variables
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Experience Marketing – Strategies
for the New Millennium
by O’Sullivan and Spangler
Venture Publishing
About the book:
Definitely a head of its time, Ellen and Kathy created big
leaps for the marketing world with this leading edge book
focused upon experiences. The original 4Ps of marketing are
now expanded and featured in the book to include a brand new
P labeled Peripherals which encompasses: place, time,
price, packaging, participants, policies and procedures,
public image, pattern of demand, and popularity life cycle.
Catalog Number: EXP 103 |
$39.95
+$5.00
S&H
|
Is it a class, a club, or
a competition? How different choices reach different audiences.
_________
It’s about choices and while we often make a concerted choice about
what type of physical activity or crafts option to offer, we less
often direct the same intensity of focus to the form of the program
we are offering. Leading us to the question “Is it a class, a club,
or a competition? And do those choices lead to different reactions
and responses from different audiences? The resounding answer would
be YES!
Possible interpretations include the following:
Class: Does that mean I have to just sit there
and listen for 2 whole hours?
Club: Do I really want to meet and interact with
that many people?
Competition: I’m not good enough for that level
yet?
RETURN TO TOP
When if it is money
More than Money? _________________________________________________
Yes, people are price sensitive, but sometimes price, the money, or
the cost of a program is more than about the $$$$.
There are different levels of price people consider when selecting a
program or service such as:
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actual dollars:
direct and indirect cost
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I know what the fee for the program is but how much will the
supplies or equipment cost me
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If I drive there every week, how will I feel about it is gas
prices continue to increase?
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nonmonetary: hidden,
intangible cost of involvement
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Do I have the time to commit to this?
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Am I really that interested in __________(fill in the
program/service)
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What if I don’t like the other people who are there?
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Will I have to change my clothes? – think fitness, swimming,
etc.
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Will I have to practice outside of the session?
PerInfoCom:
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Benefits/Outcomes-Based Program
Descriptors
Don’t have the time to re-write your program descriptions
for the new brochure?Take our new “starter” package for $175
which includes:
|
$175 |
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Experience Marketing – Strategies
for the New Millennium
by O’Sullivan and Spangler
Venture Publishing
About the book:
Ellen and Kathy added increased range and depth to the whole
concept of promotion when they created PerInfoCom.
PerInfoCom stands for persuading, information, and
communicating with people – participants and the general
public. The leading edge PerInfoCom chapters includes
techniques and strategies with various outcomes including:
getting attention, influencing behavior, creating
relationships, and making the most of resources.
Catalog Number: EXP 103 |
$39.95
+$5.00
S&H
|
Success Strategies from Apple
_______________________________________________________
From down and out to the latest and greatest in a seemingly short
period of time describes Apple and its products. Listed below are
techniques that Apple used for targeting baby boomers, but don’t let
the boomer label fool you. These suggestions are important
considerations when trying to attract the attention and interest of
most all groups. Three lessons
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Nothing you sell is for "everyone."
Claims like that will fall on deaf ears. Boomers today will buy
products and services that they think are relevant to them
individually -- if everyone else also happens to buy the same
product or service, so be it.
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The "me" isn't self-absorbed, but self- fulfilled.
At this stage of life, Boomers are less driven by social needs
and more inner-focused. They do things and buy things to satisfy
their own wants and needs, not to keep up with the Joneses.
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Let Boomers find themselves in your message, don't force fit
them.
The best creative approach is to portray specific individuals
using your product or service, ideally telling a story about
them and your product or service. The Boomer audience will
determine if the story portrayed is relevant to them and how the
product or service might then be relevant to their individual
needs. Showing "everyone" using the product is a turn-off to
Boomers. Make it personal.
(Reveries.com)
It's not the Activity, it's the
Outcome __________________________________________________
As you decide upon the title you are placing upon new or even
existing programs and services, take the time to identify the
potential outcomes that swirl around in the mind of potential
participants.
Take a tip that is being repeated by nearly every prescription drug
company on the market. They don’t “push” the pill as much as they
persuade by using the result attributed to the pill. For example…
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People may want to stop sneezing every time they are outdoors,
but are motivated to take medication if it means they can enjoy
camping, hiking, etc.
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Nobody wants to die prematurely, but adults are motivated to
consume drugs with all kinds of side effects in order to “be
there when a loved one graduates from college, gets married,
_____________(fill in the blank)
Ask yourself some simple questions when working on program/service
descriptions such as
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What are parents of preschoolers really expecting from a Parent
and Me play time? Age appropriate development for their
toddlers? Socialization for themselves? A combination of
both? Complimentary coffee suggests socialization – certified
play expert suggests development – why not do both?
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What motivates people to sign up for fitness classes? Some
times it is seasonal as it is in January for New Year’s
resolutions and late spring for bathing suit season. Sometimes
it may not be about losing weight or looking good at all but
becoming healthier and generating more energy for their active
lifestyle. Need to track down the preferred outcomes and then
Mention them Early and Often in Promotional Materials.
Elements of Marketing Plan:
Public Park and Recreation Style
While the elements within a marketing plan are relatively similar
for organizations, the critical elements for public parks and
recreation relates to the following:
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its mission and vision for serving and supporting the overall
public good
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the personal and experiential nature of leisure pursuits
A market plan for parks and recreation should be segmented into a
number of major focus areas including:
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Overview of Organization: Mission, Vision, Brief History
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Community/Service Area Demographics and Profile
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Participant
Analysis: Current, Potential, and Gap Analysis
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Specific Target Market Identification
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Program/Experience Profiles (see Experience Marketing book for
the Ps associated with leisure experiences)
Gathering of this data, then leads to the action oriented portion of
the marketing plan and would include the following elements:
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SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
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Overall Marketing Strategies
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Marketing Objectives (including How Measured)
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Implementation Plan
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