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This is your very first post. Click the Edit link to modify or delete it, or start a new post. If you like, use this post to tell readers why you started this blog and what you plan to do with it.
The way a company markets themselves and their product is crucial to their brand voice. Companies implement certain marketing objectives to create brand awareness and customer loyalty.
First and foremost, setting marketing objectives gives you something with which to track and measure your success. “Your marketing goals have key performance indicators (KPI) and benchmarks. These KPIs track the progress toward your goal and clearly display if you’re on track to hitting those objectives.” (Lang, n.d.) Having measurable goals doesn’t just help the marketing team; it helps the other supporting teams, like sales and operations, work together towards mutual, company-wide objectives. One major goal could be understanding what the potential market share is for the company and keeping goals within that range. “Without defined goals, there’s no clarity on what needs to be accomplished, and your brand will struggle to reach its potential. By implementing a straightforward marketing plan, your company will have the goals it wants to achieve and the execution plan to meet those marketing objectives.” (Rodriguez Lang, n.d.)
Companies use marketing objectives to understand how their product is resonating with their consumers and what tactics need to be changed to reach potential customers outside of the obvious target market. “For example, video games are bought most often by males between the ages of 13 and 49. Although this does not imply that people outside of this demographic will never buy a video game, it suggests that spending money to put ads right in the hands of members of this demographic will result in more sales than money spent advertising to different demographic” (Lake, 2019) Marketing activities can help shape how the organization takes on the task of obtaining a sale.
Beginning with how the mission of the company is portrayed, the company needs to be ethical in the marketing of their brand. “Some marketers confuse consumers by overloading them with technical information, using phrases that sound different from their true meaning and otherwise misleading consumers without telling a lie.” (Ashe-Edmunds, n.d.) It’s important to be straightforward and honest about the product with potential consumers if you want to maintain relationships with those people. “Over the long term, an ethical marketing strategy is effective because customers derive the benefits they expect from using the products or services your company offers.” (Markgraf, n.d.) Not only should marketing objectives be achieved ethically, they should also adhere to the many strict legal regulations set in place to keep the company and its customers safe and happy. “The areas of advertising and sales serve as prime examples. Advertising ethics are highly regulated by law when it comes to honesty, discrimination and young audiences, but advertisers need to go the extra mile to avoid offending viewers even within the boundaries of the law.” (Ingram, n.d.) One crucial way to immediately develop a solid brand voice is to represent your marketing objectives, goals and mission truthfully to the public. Every picture, post, print ad, etc. needs to be an honest representation of the product or service you are offering.
Lake, Laura. (2019, July 5). The Balance Small Business. Setting Marketing Objectives for Your Business. Retrieved from https://www.thebalancesmb.com/what-is-a-marketing-objective-2295532
Rodriguez Lang, Vanessa. (n.d.) UHURA Network. Your Ultimate Guide to Marketing Objectives (Define, Measure & Examples). Retrieved from https://uhurunetwork.com/marketing-objectives/
Ashe-Edmunds, Sam. (n.d.). Ethics in Marketing Communication. Small Business – Chron.com. Retrieved from http://smallbusiness.chron.com/ethics-marketing-communication-40554.html
Kaho, Mason. (2019, March 11). Examples of Marketing Objectives. Small Business – Chron.com. Retrieved from http://smallbusiness.chron.com/examples-marketing-objectives-20231.html
Ingram, David. (n.d.) AZ Central. Ethics in Product Price, Placement & Promotion in Marketing. Retrieved from https://yourbusiness.azcentral.com/ethics-product-price-placement-promotion-marketing-28890.html
For this blog I have decided to break it down and sort of write a blog to myself along with writing one regarding peer discussion posts for their products. I think it was helpful to look at it specific to my own product then in a more general sense.
In reference to my product, Nike Moms:
One of the most important tools at a marketers disposal is Google Analytics. Using concrete information from a credible source to understand the tendencies of your potential target market can help establish and define the strategies you will use to market your product to them. “Google Analytics is a free web analytics tool offered by Google to help you analyze your website traffic.” (Su, 2017) In the instance that you don’t already have a website for your product, you can use data from similar products’ websites to establish a game plan for your product. Nike most likely has extensive information about their customer’s website utilization so understanding how to use their website to direct traffic toward this new product, Nike Moms, should be relatively simple. “Once you understand the defining characteristics of your existing customer base, you can go after more people who fit the same mold.” (Newberry, 2018)
Establishing a clear understanding of the demographic we are trying to reach is another important tool that can help marketers define their target market. In this case Nike would be looking at what is the most common age for first time mothers. According to a Social Media Today post by Andrew Hutchinson in 2017 “the average age of a first-time mom in the US is 25.8.” With this information, the marketing team can look at the number of women in the United States between the ages of 20-35 (our target market). There were 33.15 million women between the ages of 20 and 35 in the US as of July 2018 (Duffin, 2019). We are choosing this age range because “85% of births are to women under the age of 35” (Hutchinson, 2017).
In reference to peer reviews:
Similar to what was mentioned above with Google Analytics, one of the first steps a marketer should take when defining a target market is gathering information. “The web offers a wealth of information from various sources that can provide you with up to date market research and current consumer trends.” (Ward, 2019) It would be almost irresponsible as a marketer to not utilize data that is so easily accessible. “Metrics are a great way to pinpoint promising demographic groups. This might mean conducting surveys via e-mail blasts or newsletters, or you might find it worthwhile to contact a marketing firm that can help you gather preliminary data. Either way, the key is to collect demographic data in your surveys. This can enable you to correlate positive responses to your product or service with specific demographic groups – the same groups that you should later target.” (Cohn, 2015) Getting this information directly from your target market will give you the most intimate understanding of how to market a product to them. Like with Google Analytics, the use of pre-existing data can be integral to understanding the trends of similar businesses or products and how consumers react to their marketing strategies. This will give you a keen insight into how they may react to yours.
Another tool that can help a marketer define their target market is economic status. If a product is expensive to research and manufacture, it will need to be expensive for the consumer to purchase. Therefore, the products will have to be marketed to consumers who can afford to buy them. For instance, a tech product might be marketed to a demographic with a higher household income than a clothing product. This approach also works for products that are similar. A 2015 Forbes article discusses a funneling approach for defining a target market. “Your third and final sieve might be income level – the family purchasing a Kia probably occupies a different income bracket than the family purchasing a Lexus.” (Cohn) I believe the most important piece of a marketing plan is understanding who you are marketing to.
Su, Bill. (2017, May 16). Medium. What is Google Analytics, and why is it important to my business? Retrieved from https://medium.com/analytics-for-humans/what-is-google-analytics-and-why-is-it-important-to-my-business-8c083a9f81be
Newberry, Christina. (2018, October 31). Hootsuite. How to Define Your Target Market: A Guide to Audience Research. Retrieved from https://blog.hootsuite.com/target-market/
Ward, Susan. (2019, April 27). Small Business. How To Define Your Target Market. Retrieved from https://www.thebalancesmb.com/define-your-customer-before-marketing-2947197
2017, May 10. Hutchinson, Andrew. Social Media Today. 5 Things Brands Need to Know About Marketing to Moms. Retrieved from https://www.socialmediatoday.com/social-business/5-things-brands-need-know-about-marketing-moms-infographic
Chritton, Susan. (2019, July 31). QuickSprout. How to Define your Target Audience. Retrieved from https://www.quicksprout.com/define-your-target-audience/
Sweeny, Deborah. (2019, March 8). Deluxe: Small Business Resource Center. 9 tools to research your target market. Retrieved from https://www.deluxe.com/sbrc/starting-a-business/9-tools-to-research-your-target-market
Law, Tom J. (2019, July 10). Oberlo. Why You Desperately Need a Defined Target Market and Target Audience. Retrieved from https://www.oberlo.com/blog/target-audience
Resident population of the United States by sex and age as of July 1, 2018 (in millions). (2019) Statista. Retrieved from https://www.statista.com/statistics/241488/population-of-the-us-by-sex-and-age/
Cohn, Chuck. (2015, February 6). Forbes. Steps To Identify Your Target Market. Retrieved from https://www.forbes.com/sites/chuckcohn/2015/02/06/steps-to-identify-your-target-market/#3abf73f8229d
Nike Moms is an idea for a new maternity and nursing clothing line for Nike. The market research I have done so far supports the organization’s objectives because Nike clearly states their goal to “Bring inspiration and innovation to every athlete* in the world” following up with “*if you have a body, you are an athlete” but, up until now, Nike has left out an incredibly large, and financially influential, portion of the population; mothers. With mothers making up 70% of the total population (Hutchinson, 2017), this demographic presents not only an opportunity for a company to grow profits, but also to diversify their consumer base. Along with being a consistent and powerful segmentation, new and expectant mothers have more information than ever about staying healthy and active during their pregnancies and post-partum. This means they’re more apt to purchase workout clothing during pregnancy. Unfortunately, quality, functional and affordable maternity clothing is extremely difficult to find. This New York Magazine article discusses the “The Best Maternity Workout Clothes, According to Experts” but the majority of the workout leggings mentioned are more than $80 a pair.
One future trend of this industry is that it will continue to follow the current path that it is on. Mother’s will always be having babies and learning more and more about maintaining a healthy lifestyle during their pregnancies and in the months that follow their deliveries. The implications of these trends on the Nike organization is their ability to capitalize on what is already a booming industry. In her blog Girl Power Marketing, Linda Landers states that “moms are the most coveted consumers in the U.S. market. Their buying power tops $2.4 trillion annually, and they control or influence 85 percent of all household purchases.”
My proposed marketing strategy aligns with current legal, ethical and industry standards by relating to our market segmentation on their level. “56% of moms in the United States feel that marketers don’t understand them” (Del Gigante, 2018) which means that more than half of a trillion dollar market feels they aren’t being marketed to appropriately, leaving a gap that Nike could easily fill. This marketing strategy would align with Nike’s already culturally appropriate marketing tactics that often flirt with the line between political and neutral. They haven’t crossed any lines legally in their marketing strategy and this new line wouldn’t induce any new legal discrepancies. Ethically, Nike could face some frustration regarding women unable to reproduce who might feel left out of this new brand initiative. Personally, I feel the chances of possibly alienating this group would be far outweighed by the profitability of marketing to new/expectant mothers and wouldn’t necessarily even be a potential risk anyway.
The only limitations I have encountered would be lack of appropriate comparable marketing among Nike competitors. It’s difficult to see what is effective for brands like Nike, Adidas and Under Armour with regard to marketing to mothers when none of them have taken on this market yet. I don’t necessarily attribute this to gaps in my own market research but gaps in the available market research in general.
Ro, Lauren. (2019, January 23). New York Magazine: The Strategist. The Best Maternity Workout Clothes, According to Experts. Retrieved from http://nymag.com/strategist/article/best-maternity-workout-clothes-leggings-bras-tops.html
Landers, Linda. (2013). Girl Power Marketing. The buying power of the power moms. Retrieved from https://girlpowermarketing.com/the-power-moms/#comments
Del Gigante, Michael. (2018, May 8). MDG Advertising. How to Market to Moms: 5 Insights for Brands. Retrieved from https://www.mdgadvertising.com/marketing-insights/infographics/how-to-market-to-moms-5-insights-for-brands-infographic/
Mitchel Carter, Christine. (2017, June 15). Forbes. Millennial Moms: The $2.4 Trillion Social Media Influencer. Retrieved from https://www.forbes.com/sites/christinecarter/2017/06/15/millennial-moms-the-2-4-trillion-social-media-influencer/#47679e732261
I have chosen to use Nike for my final project company. I have done a couple projects/papers about them in the past and enjoy researching such an impressive company. I also really enjoy their products. I run and workout and golf in Nike products. My children wear Nike clothing. My four year old son is especially obsessed with his Nike pants. He asks to wear them every day and he probably could, as he owns so many pairs. The Nike products I own are well made, financially equivalent to their quality and fashionable. I do, however, think there’s a product they could launch. Maternity workout clothing.
Pregnant women are constantly fighting to find comfortable, affordable workout clothing. Some brands do already have workout clothing but, in my experience, aren’t as well made as the non-maternity clothing at Nike. If Nike were to produce a maternity clothing athletic/athleisure wear, pregnant and nursing moms would certainly purchase it.
My research objectives would be to understand what is currently available and what companies are making maternity clothing. I will need to explore what the current market for maternity clothing looks like and which specific clothing items would be the most lucrative to pursue. First, I would use primary research in the form of focus groups consisting of pregnant and nursing mothers who regularly work out. I would ask them where they purchase(d) their maternity clothing, the quality of said clothing and discuss whether or not they previously wore Nike workout clothing/gear before they were pregnant. I would also attempt to visit another competitor’s location, seeking out information about the production of maternity workout clothing. What differences there are in manufacturing maternity clothing versus the manufacturing regular workout wear.
Next I would conduct extensive secondary research to understand what the most popular pieces of maternity workout clothing are, the costs associated with making them and the appropriate price point for the clothing based on current Nike prices and those of comparable products. I would research other similar companies like Under Armour, Reebok and Adidas to see what they offered for maternity clothing, if any. This would give me a better understanding of which companies would be competing with Nike’s new product specifically.
I believe that both primary and secondary research would be essential for the market research of this new product. Understanding what the consumer is looking for, which customers offer a comparable product and which don’t and the best way to begin production of Nike maternity clothing is the first step to fulfilling a need that Nike doesn’t currently meet.
I’m really looking forward to this project and learning more about market research.
I have chosen to discuss Starbucks as the retail brand that I believe to be socially and ethically responsible. Starbucks has shown over and over again that they not only care about their employees (who they call “partners”) but they go to extreme efforts when it comes to their social and ethical responsibilities on a global scale.
Let’s begin by addressing the way they source their products. Starbucks coffee has been ethically sourced and purchased for over 15 years. “We’ve stood with coffee farmers on their land, gotten to know their names and their families. We have seen for ourselves the good that happens when 170,000 farmers and Starbucks work together. It has the power to change the entire industry. More than 15 years ago we committed ourselves to 100% ethically sourced coffee. We’re investing in the farmers themselves and their communities. And we are sharing our agricultural knowledge, research and best practices openly with all farmers, whether we buy coffee from them or not, allowing everyone to farm better. We depend on each other—our futures are linked. Starbucks is dedicated to building that future with coffee farmers, together.” (Starbucks, 2018) Starbucks maintains that the relationship with those people they are purchasing coffee beans from is always in the forefront of their partnerships with them. The way they’re “investing in the farmers themselves and their communities” is such a great example of how other companies should view their affiliations with their manufacturers. They care about not just where the coffee beans come from, but the people farming them.
Another very clear way that Starbucks stands out as a socially and ethically responsible brand is the way they treat the employees. I actually worked for Starbucks for about two and a half years in my early twenties. While it wasn’t always pleasant dealing with customers, it was one of my favorite jobs because of the people I worked with and the way the company valued me, even as a simple barista. I was able to take part in in-house company training to work toward promotions, which I did, quickly becoming a shift supervisor. Starbucks also offers a generous college plan through ASU (Arizona State University Online), and will pay up to 42% of your tuition! The “education” link here, has frequently asked questions that explain how this program works.
As far as incidents that Starbucks has faced in relation to conducting business in an ethical or socially responsible manner, they are currently facing a pollution predicament regarding their cup and straw waste. “A recent resolution from the nonprofit corporate watchdog As You Sow slammed Starbucks for continuing to provide most customers with single-use plastic cups despite the company’s Greener Cup initiative and criticized the coffee giant’s role in promoting the global to-go coffee culture. As You Sow’s objective is to bring to shareholders’ attention Starbucks’s negligence to fulfill its environmental promises. According to the resolution, Starbucks has fallen dramatically short on meeting an ambitious 2008 commitment to make 25 percent of its cups reusable by 2015.” according to a 2017 Sierra Club article by Davis Harper. This article discusses Starbucks failure to meet company-made goals for environmental responsibility. Legally, they don’t face any issues, but critics are quick to point out any blemishes on Starbucks’ shiney record. Because Starbucks is globally known for their above average social and economical sense of responsibility, even an incident that isn’t illegal is something they want taken care of with public relations as swiftly as possible.
I feel as though Starbucks is in between “‘green’ for profit” and “‘green’ for the environment.” They’ve built their empire on the rock of social and ethical responsibility but haven’t been quiet about it. When Starbucks makes strides to improve their employee and customer experience, everyone hears about it. They push the envelope to meet environmental commitments and ethical goals which is great for everyone involved, and has a huge impact on Starbucks’ bottom line.
Harper, David. 2017, November 21. Sierra Club. Starbucks Falls Short on Environmental Commitments. Retreived from https://www.sierraclub.org/sierra/starbucks-falls-short-environmental-commitments
2018. Starbucks: Careers. Future leaders start here. Retrieved from https://www.starbucks.com/careers/working-at-starbucks/education
2018. Starbucks: News. Coffee & Company: Starbucks named one of the World’s Most Ethical Companies. Retrieved from https://news.starbucks.com/news/starbucks-worlds-most-ethical-companies-2018
As an avid purchaser of batteries to power everything from remotes to animatronic toy animals to flashlights for my kids so they can sleep better at night, I have chosen to write this blog on the brand rivalry between Duracell and Energizer. Currently Duracell has 29% of the market share while Energizer has 25%. Duracell’s brand strategy consists of sticking with the reliable and proven campaigns but also delving into new partnerships with marketing giants like Disney. “Batteries don’t exist without the devices they power and toys account for the main bulk of battery consumption,” says Tatiana Jouanneau, Duracell’s international CMO in a recent Marketing Week article by Lucy Tesseras (2018). While Duracell’s major partner is Disney, their target market is a completely different demographic. “Duracell has targeted males and professional workers as their target group because they generally have a higher usage of batteries because of their dependence on electronic items.” (Bashin, 2017) Something Duracell does on a remarkable level is advertise. Even though batteries are something that most consider a necessity, Duracell still markets their product and their brand with vigor. “Duracell is a world-recognised brand and it has a marketing team to promote its products in every nook and corner. Advertising is the best method to create brand awareness and the hence company has been an active participant in several commercials that highlighted its vital feature like durability. In the United States, it released an ad campaign narrated by Jeff Bridges and this ad highlighted its durability and showed people using Duracell battery for long-lasting effects.” (Bhasin, 2017) Duracell’s CMO is mainly focused on digital marketing and “one-third of the brand’s new growth aims to come from e-commerce.” (Caffyn, 2017)
Energizer conducts their marketing in a similar fashion. They even copied a key marketing strategy put in place by Duracell, the bunny mascot. “The Duracell Bunny campaign was launched in 1973 and predates the Energizer Bunny, which was created in 1989.” – Wikipedia. Because Duracell failed to renew their trademark on the bunny, Energizer swooped in and made one of their own. A brilliant marketing move since, until this blog, I had no idea a Duracell bunny even existed. I associate a pink bunny with two things, Ralphie Parker from A Christmas Story and the Energizer bunny. “During the 1990s, Energizer heavily relied on TV advertisements and 90-95% of their promotional strategy included TV ads. But later, post-2000s, Energizer focused on another medium for their promotion. Although they got into digital marketing, social media marketing, TV ads still compose about 50% of their promotional strategy.” from this article. Unlike Duracell, Energizer utilizes digital marketing but has yet to fully adopt this marketing strategy the way Duracell has.
That being said, the first recommendation I would have for Energizer is to fully immerse themselves in their digital marketing efforts. By creating a stronger digital media presence, they will reach a much larger consumer group. This would also allow them to cater specifically to the target demographic of each digital platform.
Secondly, I would recommend some major partnerships. Duracell has Disney, Amazon and Logitech, while Energizer is partnering with the German Ski Association. This partnership isn’t a negative, it’s just clearly not enough to compete with brand giants like Disney and Amazon.
My final recommendation for Duracell would be to focus their first digital marketing push with a specific market segmentation in mind. If they were to market to new moms (seems to be a trend with my work, I know) for instance, they could very easily infiltrate a number of digital platforms with a mom-focused ad. Moms are great at re-posting/sharing things they see on social media. A couple touching/funny ads (maybe one where the mother constantly changes out batteries then discovers Energizer’s newest product) could see some serious consumer traffic very quickly. And, luckily for many marketers, those ads seem to filter back through every few months organically with new sets of moms viewing them for the first time.
I believe that consumers prefer Duracell because they have a more active presence on digital media platforms. Their digital marketing strategy is well above its competitors. Jack Neff stated in a 2013 Ad Age article “Duracell is focused on digital and social, racking up 4.7 million Facebook fans.” Their Facebook page currently has 6.5 million fans, while Energizer has less than 500k. There’s a clear disconnect on Energizer’s marketing department’s part when it comes to digital marketing.
If I’m being completely honest, my battery container is a mix of Duracell, Energizer and Rayovac products. Because my family goes through batteries like pieces of gum, I can’t seem to get an accurate measurement of which actually lasts longer for us. Not only that, but each toy/remote/flashlight/etc. is used at a varying rate. For instance, we change out the batteries in my daughters glow worm that she sleeps with about once a month, but rarely switch out the batteries in our remote. As far as which stands out to me, Duracell would probably the one I would choose. They are clearly more interested in making relevant partnerships with other brands that I consume. And, because I feel like it’s important, I think their bunny is cuter. 🙂
2016, May 27. Seeking Alpha. Energizer – Pure Battery Play Is Already Diversifying, Avoid Given The Structural* Headwinds. Retrieved from https://seekingalpha.com/article/3978285-energizer-pure-battery-play-already-diversifying-avoid-given-structrual-headwinds
Altabet, Robert. 2017, April 27. Seeking Alpha. The Energizer Vs. Duracell Market Share Story. Retrieved from https://seekingalpha.com/article/4065865-energizer-vs-duracell-market-share-story
Bhasin, Hitesh. 2017, December 27. Marketing91. Marketing Mix of Duracell – Duracell Marketing Mix. Retrieved from https://www.marketing91.com/marketing-mix-duracell/
Caffyn, Grace. 2017, February 27. Digiday. How Duracell’s digital priorities have shifted. Retrieved from https://digiday.com/marketing/duracells-digital-priorities-shifted/
Klettke, Russ. 2017, December 12. Sync Magazine. How Duracell Became Free to Be a Battery Brand. Retrieved from https://sync-magazine.com/2017/how-duracell-became-free-battery-brand/
McKane, Jamie. 2018, January 14. My Broadband. Duracell vs Energizer – Ultimate battery showdown. Retrieved from https://mybroadband.co.za/news/energy/244152-duracell-vs-energizer-ultimate-battery-showdown.html
Neff, Jack. 2013, November 6. Ad Age. Duracell vs. Energizer — One Charges Up, One Sputters. Retrieved from https://adage.com/article/news/duracell-energizer-charges-sputters/245108/
Neff, Jack. 2016, March 1. Ad Age. Once-drained Energizer Business gets power surge. Retrieved from https://adage.com/article/cmo-strategy/drained-battery-business-power-surge/302893/
Stone, Jasmine. 2018, January 16. 2 Oceans Vibe News. Time To Settle The Great Energizer Vs Duracell Debate Once And For All. Retrieved from http://www.2oceansvibe.com/2018/01/16/time-to-settle-the-energizer-vs-duracell-debate-once-and-for-all/
Tesseras, Lucy. 2018, January 18. MarketWeek. Duracell’s CMO on the 7Ps that are redefining the brand. Retrieved from https://www.marketingweek.com/2018/01/18/duracell-cmo-7ps-redefined-the-brand/
Under Armour clearly has established themselves as a leader in the sportswear world. I didn’t know exactly how it started until I read this article and did some of my own research. It’s always shocking (and somewhat irritating) when someone takes an ordinary problem, creates a simple solution and makes billions. Kevin Plank is a clear example of that. Plank stated in a 2014 Washington Post interview with DJ Harrison “I was a not-big-enough, not-fast-enough football player who wanted a little bit of an edge on the field. I figured my own sweat, if I could get that off my body, and more importantly, the weight that stood behind it, that would help. So the idea was why doesn’t someone make a better alternative for a short-sleeve cotton t-shirt in the summer and a long-sleeve cotton t-shirt in the winter. It was so incredibly obvious to me at the time, wondering why no one had ever addressed this issue.”
In the case study article, what market segments were identified and what segmentation strategies were implemented?
The case study explains how women weren’t being specifically marketed to by Under Armour until 2014. Which, honestly, is slightly ridiculous. By then, women should have been a major focus in their marketing strategy, in my opinion. To target this new market segment, they launched the “I Will What I Want” campaign featuring a well known dancer, Misty Copeland in a powerful video. Upon the success of that campaign, they launched another with model, Gisele Bündchen.
What do you believe are four to five key points to remember when implementing segmentation strategies?
I think the main point to remember when implementing segmentation strategies is to do research, do more research and when you’ve gathered all the research you think you need, do more. “Most marketers fall short during the first two stages. The research and data collection, though often rushed, is the most important stage of the implementation process of market segmentation.” (ActiveMarketing, 2018) Understanding what marketing strategies have worked on that group is crucial to initiating a campaign that works. And, conversely, what doesn’t work. Take the Saint Laurent ad campaign from 2017. The campaign featured provocatively posed women in fishnets and rollerskates. “An Yves Saint Laurent campaign has come under fire during Paris Fashion Week for promoting “porno chic,” with ads that show an underweight model in fishnet tights opening her legs for the camera.” (Hall, 2017) The backlash from the ads went unanswered by the company, which seems to be a trend based on their lack of comment in response to the outrage created by the campaign in this article about the use of a super skinny model.
Secondly, establish the market segment on a global scale. While an ad campaign might be appropriate for one region, it might be banned in another. Let’s stick with YSL for this example. Yves Saint Laurent is notorious for banned adverts, like this one featuring a completely nude model, Sophie Dahl. Which might be why I’ve never heard of this “fashion giant” until now. Many of their ads are banned in the US. “Manage your segments globally. Sometimes regional organization can set you up to be blind-sided later by a more dynamic global economy.” (ActiveMarketing, 2018) All that to say that when a segmentation strategy is being set in place, all marketed areas should be taken into consideration.
Another important thing to remember is to be relevant. Keep current events and pop culture in the forefront when implementing a segmentation strategy. Verizon is currently using actor Thomas Middleditch in their tv commercials. Middleditch is the lead actor in a tech-based sitcom about a startup company. Who better to push tech than someone who a good percentage of tech-savvy people view as a fellow tech-savvy celebrity? Utilizing appropriate verbiage and celebrity perception for the brand is key.
Lastly, have a full and complete understanding of your segmentation and narrow it down as much as possible. I really loved this visual description of this:
This example makes it clear that while the first branch including “Food service firms”, “Manufacturers” and “Supermarkets” might seem like clear market segments, the further you break it down, the easier it should be to market directly to those segments.
Identify a new market segment that you have noticed recently (during your own shopping experience online, in a commercial ad, or in a secondary resource such as a magazine) that you believe would be a great market to explore. How might you create a segmentation strategy to reach this new market segment?
This summer, I happened to be the one doing the outdoor maintenance and yard work because my husband’s start-up basically went from zero to sixty, leaving him with little to no time to even explain how to use certain machines. Unfortunately, the majority of small machinery ads are targeted solely to men. I can’t remember ever seeing a Lowes ad where a woman starts up a weed wacker. This left me to wonder why they haven’t established a more female-focused campaign for those of us who do that work ourselves. I don’t think home improvement stores market enough to women when it comes to machinery necessary for daily yard maintenance. This is what my segmentation strategy would look like:
Then, from there, I would be able to target those women who specifically want to do yard work (like myself) and develop a marketing campaign focused on reaching them and their specific need.
Hall, Emma. 2017, March 7. AdAge. ‘Misogynist’ YSL Ads Shock Parisans Ahead of International Women’s Day. Retrieved from https://adage.com/article/advertising/degrading-yves-saint-laurent-ads-shock-french-public/308196/
2018. ActiveMarketing. Market Segmentation: You’re Doing it Wrong. Retrieved from https://www.activemarketing.com/blog/strategy/market-segmentation-youre-doing-it-wrong/
I am, what my husband calls, a “marketer’s dream.” I fall for just about every ad campaign, sales strategy and marketing tactic you can think of. I’m the one who buys 3 of something I don’t need because it’s “3 for the price of 2!!” even though it isn’t a deal. I buy magazines I’ll never read because they’re at the checkout. I buy toys for my kids because they saw them on a commercial or a display at the store.
What type of consumer are you?
I would love to say that I am strictly a Need-Based Consumer, purchasing items and making buying decisions based on actual need, however I would probably fall more into the Loyal Consumer group or maybe even the Impulse Consumer group. I tend to stick with the brands I trust and promote them diligently. Once I am hooked on a brand/product, I rarely stray. And while there are those instances of impulse purchases and discount-based decisions, my everyday consumer behavior is very loyal to those companies and brands that I have chosen.
What influences your buying decisions, and how?
Some major influences for my buying decisions are my lifestyle choices. I choose to workout/run, therefore I need to purchase workout gear/clothes. While there are multiple options for this that will work, I usually stay loyal to the brand (Nike, in this case) that I have chosen. This decision is based off of experience with other brands. Likewise, my husband and I tend to patron the same restaurants out of bias over
others we have tried in our area. The way we find out about these companies is usually through their marketing campaigns or word of mouth. I, personally, have a large group of friends who I constantly defer to for references for new places to eat/shop or new products to purchase. For instance, when my children were little, I was always asking other mom friends for advice on which bottles/diapers/etc. to use for them. Now, I can suggest one of those products that worked for me to other mothers as well. Marketing campaigns have a tremendous influence on my young children. When they see a large (well-placed) sign in a store, they immediately attach themselves to the product and repeatedly ask for it for birthdays/Christmas.
Which stage actually leads to your purchasing decisions?
The stage the leads to my purchasing decision is the information search. I tend to use reviews and experiences of others, along with comparisons to similar products, to make a decision about a purchase, especially for online purchases. I love it when I’m shopping on Amazon and there are hundreds of reviews (with pictures) for a product so I can see exactly how an article of clothing looks on a similar body type before I purchase it. “Most of us are not experts on everything around us. In the searching phase we research for products or services that can satisfy our needs or wants. Search Engines have become our primary research tool for answers. It is an instant and easy way to find out what you are looking for.” (Flekel, 2013) Thankfully this information is always available with a quick search on my phone, even if I’m at a store.
When making a buying decision, how are you influenced by marketing research and marketing design?
As I said in my brief intro, I am highly influenced (though I hate to admit it) by marketing research and design. If it comes in a pretty package, I’ll immediately be drawn to it. I bought a eyeshadow pallette the other day at Sephora, that I knew I would rarely use, because it was shaped like a pineapple. Likewise, my children are influenced by ads tailored to their demographic during their favorite shows. There’s a reason why you see more Polygrip and Poise ads during The Price is Right than say Sophia the First episodes. 😉
Do you experience any post-purchase behavior?
I rarely feel buyers remorse. Sometimes I feel guilt over buying something for myself versus buying something for my kids. Or spending money frivolously and have tried to force myself to ask “do I need this? will I use this?” before I buy something outside of the realm of the necessary.
2018. Beyond the Hedge Branding and Creative Communication. 4 Different Types of Consumers & How to Market to Them. Retrieved from https://www.beyondthehedgecreative.com/4-different-types-consumers-market/
Chakraborty, Pallabi. 2017, January 3. LinkedIn. 7 Important Factors That Influence The Buying Decision Of A Consumer. Retrieved from https://www.linkedin.com/pulse/7-important-factors-influence-buying-decision-pallabi-chakraborty/
Flekel, Alek. 2013, April 29. Business2Community. 5 Steps of Decision Making Process. Retrieved from https://www.business2community.com/marketing/5-steps-of-decision-making-process-0480178
One prominent influencer I follow is Kayla Itsines. She has her own fitness app and her Facebook page has over 18 million followers. While her Twitter and Instagram accounts don’t have quite as many followers, she has her own fitness program and like of fitness products.
Influencer marketing definitely plays a significant role in today’s social media marketing environment. Millennials spend countless hours a day on social media and the utilization of influencers can bring brands to the forefront of digital media marketing.
The strategies they’re employing are developing a broader reach to new customers. Using an influencer allows for any person who is following the influencer to be reached through that person liking/sharing/commenting on the influencers page. These interactions are visible to anyone in their friends list. Thus making the reach exponentially larger. Another strategy would be the ability of the influencer to speak into the minds of the specific demographic. Like in the first example on the transcript, Logan Paul states “The biggest companies in the world and brands have come to me to help sell their product to the younger generation. And I speak the language of millennials, and they respond to my content.” By creating someone their target demographic can relate to, companies can use multiple influencers for different products/services for different target markets.
Influencers can make marketing very easy. Especially in an instance where the influencer would be a young person who has a lot of followers, the financial investment in using them as an influencer for their brand might be significantly lower than launching an entirely new marketing campaign. In our modern, technology centered world, digital marketing, especially marketing through social media sites, is the quickest and most effective way to reach millions of people almost instantly.
I think the use of marketing perspective impacts the relationship between the company and the consumer in the sense that it’s not a direct ploy to buy something. Companies can essentially market their brand or product to the consumer under the radar of direct consumer marketing tactics. The consumer might not even realize they’re being advertised to. Creating an almost subliminal message through a channel the consumer chose to be a part of and will continuously go back to.
In this day and age, influencers can be essential for a company’s immersion into a wide range of demographics with a message that their consumers can understand and relate to.
I chose to use the Tale of the Tiger example for this blog post. I didn’t even open the other links after reading this one because it touched me so quickly. I had never heard this sweet story before. The author fully established an emotional connection for me, as a mother (whose child has lost a toy or two at a public place never to be seen again) and as someone who wants the companies I choose to give patronage to to be honest and raw when dealing with people. This story was able to touch a wide group of consumers on a level that is emotional and humorous and just straight up entertaining on all levels.
To social and consumer experience was clearly pushed in the direction of supporting the company. They’re saying that while they wouldn’t be able to do this for everyone who leaves a toy at their airport, they would strive to create this customer experience for everyone if they could. I feel this was done successfully as the response to this event was overwhelmingly positive. No one could really be upset or irritated about the decisions this employee chose to make regarding this toy and, ultimately, the family.
The digital media followers were given the ultimate opportunity to interact with the situation that the employee presented for this family. Any family with young children (or maybe even those who traveled as a child) can relate to how stressful it is to travel with them. To be able to look back on an incident that could have devastated their travel experience with a sentimental and endearing view probably changed that family’s outlook on vacations and up-ed their standard of customer service for every future interaction with an airport from there on out. I think the experience was felt by all of the digital media followers who could in any way relate to their family on a personal level, whether it’s traveling with children or just traveling in general.
After taking a look at Tampa International Airport’s website and their Facebook page, it’s clear that their value on their customer experience is huge. The most current post is a picture from customer photo contest showing children lounging on an airport shuttle. Other posts in their newsfeed scream family friendly, extraordinary customer service. Their posts rarely promote their business and almost always focus on a current social issue (like their post yesterday for National Wear Red Day for the American Heart Association), a local small business or sports team or an upcoming change in their customer experience. These social media moments they are creating on a regular basis promotes the overall value of the company as a whole. Their sweet story about the tiger is the mentality and customer service they strive to achieve through every post and interaction on Facebook, making their social media engagement extremely successful to their brand. The airport does have a mobile app, however, it costs $3.99 which might be the only downfall I can see in the overall review of the airport and its business dealings. Unless you specifically fly into and out of Tampa International Airport, purchasing the app seems a bit unnecessary. However, the app seems well made and user friendly from what I can tell without purchasing it. Yet another way Tampa International Airport caters so personally to it’s very valued customers.