Jennifer Korfiatis May, 2015

 1. Make them want it  2. Cause action  See how simple that is?

WHO ARE THEY? THE MARKETING MIX “THEY” are your target market Remember: It’s not about YOU. Product Place Price Promotion Marketing Strategy

 Identify at least two target markets for your organization- 1 current, 1 potential  Demographics  Psychographics  List your Marketing Mix  Conduct a (brief) SWOT Analysis

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

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

 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?

 Networking!  Access to information

 Newspapers  Radio  Direct Mail  Television

 Numbers/Composition-Profiles/Average- Issue-Demographic-Composition.aspx

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

 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.

 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  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

 “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 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

 Facebook  Instagram  Twitter

 15/01/the-demographics-of-social-media- users-infographic.html

 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

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

 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?

 Jennifer Korfiatis, MBA  (509) 