Is a Target Market Always Necessary?

Samuel Regas

The first thing that you’re taught in any advertising, public relation, or marketing class is that you have to decide on your target market before you can create your campaign. I know that over my college career, I’ve certainly had this drilled into my head. However I’ve always questioned the necessity of the target market in every campaign.

As any student of any section of marketing can tell you, the target market is type of consumer which is targeted by your advertising or PR campaign. This usually includes a description of their demographic information, such as age, gender, race, location, and so on, as well as what’s known as psychographic information. This includes the hobbies, interests, and identity of the consumer. It’s clear to see how the decision of the target audience can affect the campaign and even the product itself. For example, Dr Pepper TEN is a nearly identical product to Diet Dr Pepper, however, it is deemed as the “manly” alternative to the dainty diet soda. The commercials promoting Dr Pepper TEN were made to look like scenes out of a Bruce Willis action movie and were usually played during televised sporting events with the tagline “It’s Not for Women”. This is clearly meant to hit the target audience of middle-aged dr-pepper-10-facebookmacho manly men who love sports and action movies. While some criticize Dr Pepper TEN (and it’s competitor Coke Zero) for being patronizing and obvious, the target audience clearly makes sense and had an effect on the campaign.

Now consider the Oreo “Dunk in the Dark” social media spot. With the Super Bowl always ranking among the most-watched television events every year, a wide variety of target markets watch it. So when the lights went out in the middle of the game in 2013, Oreo saw its chance and posted an image on Twitter which showcased an Oreo on a mostly dark Oreobackground with the tagline “you can still dunk in the dark”. The image went viral and is even showcased in multiple advertising textbooks. This ad, however, has no real target market. Not only is Oreo a product that can be purchased by (almost) anybody, the only prerequisite to being a target to the ad is having watched to Super Bowl or having at least heard about what happened. Since Oreo is such an agreeable product that has no relationship to demographics, it makes sense that Oreo didn’t need to define a age or gender, or try to relate the product with a specific hobby.

This to me is proof that great ads don’t necessarily need a specific target audience to be successful. The necessity of target audiences should be decided on a product-by-product basis.

Facebook

By Sasha Calamaco @sashacee

As we all may know, and possibly experience is that Snapchat feels like a chore. With Instagram Stories rolling in and taking over this whole “telling stories thing” Snapchat for some, if not most has been put on the backburner. With so many social media platforms to keep up with sharing every detail of our lives, takes so much time switching from one app to another. With Instagram we have the best of both worlds, both our photos, and the feeds we enjoy following, but also seeing their instant stories too. Short videos, photos, Boomerangs

they’ve made that all possible to do within their app! How cool? But also, SAVAGE! They totally ripped off snapchat and made it their own. Which leads to me this, Facebook has now taken it one step further and turned their Messenger with features very similar to Snapchat.

The process of using Messenger Day is fairly straight-forward – when you open Messenger, you can either tap on the shutter circle in the middle of the bottom function bar or drag down to access the Messenger camera.” – ANDREW HUTCHINSON

Who is still using Facebook? Messenger at that, I feel like it’s a mess of a platform only useful for sharing funny videos and all the photos we don’t want to post on instagram. But that doesn’t stop them from changing it up and now incorporating the features snapchat has to their own version through Messenger. Their video can explain it a lot better than I can through words. It seems pretty cool, I kinda tested it out, features seem very seemless. I do see someone who is active on Facebook using this feature a lot.

WATCH ME

 

Social Media Affects and Consumption of the Fashion Industry

By KeAndra Hill

How does social media affect the way we consume trends and dress on a daily basis? Social media is just another platform allowing companies to directly place ads and campaign in front of a consumer that is actually interested and likely to interact. So this raises the question, do we actually dress ourselves? The power that social media has on consumers can be due to consumer behavioral obsession to constantly ‘share’, ‘connect’, and stay ‘updated’.

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These platforms also allow companies to monitor and research their consumers through the way their consumers act, react, and interact. Companies easily intertwine lifestyle and marketing on social media. They are no longer trying to sell the products, but instead, the lifestyle of the brand.

It is the overwhelming obsession of social media that convinces consumers to spend and keep up with trends. Fashion is already instinctly about aesthetics, presentation, and outward appearances. So of course social media feeds into those superficial tendencies. How does this affect purchase tendencies? Well no one wants to be seen in the same outfit they wore two weeks ago. This in turn encourages consumers to purchase more.

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Fashion is moving faster now more than ever thanks to social media, but fortunately, it is also increasing sales and consumer purchases.

 

 

 

 

Works Cited:

Dhillon, Kam. “How Did Social Media Change Fashion Consumption?” Essay | Feature | NOT JUST A LABEL. N.p., 21 Dec. 2015. Web. 10 Mar. 2017.

Contributor. “Has Social Media Had a Positive Impact on the Fashion Industry?” Highsnobiety. Highsnobiety, 09 Apr. 2015. Web. 10 Mar. 2017.

 

Red Bull is doing it Right!

By: Shanie Glasgow

Red Bull one of the world’s most popular energy drinks! It is available in 171 countries worldwide and sold over 62 billion cans in 2016.

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So what is it that Red Bull is doing that you aren’t?

Red Bull posts multiple things a day on different platforms! The goal isn’t to sell the product, but to sell an active and energetic life style that people want to follow and be apart of!

 

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Source: Red Bull Instagram

Instagram: 6.7 million followers

Their Instagram really demonstrates the global vision of Red Bull. One thing it focuses on is relating their content back to their slogan of “Red Bull Gives You Wings.” Many of the videos and pictures that they post involves people doing extreme stunts involving height. They are always tagging different people, brands, and locations- which is very important being a global brand. Red Bull understands how people use social media and they build their marketing/ advertising strategies around that. They know their audience and objective, and make changes based off of that.

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Twitter: 21.5 million followers

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Source: Red Bull Twitter

On Twitter, most of their content is picture and video based, just like Instagram. Red Bull will often take time to engage with their followers by replying to their tweets by being motivational and inspirational! By replying to followers, they are hoping that they encourage them to be more positive in their daily life! Whether this is encouraging followers to be more active or just a reply with some words of encouragement, the goal is to remain optimistic!

 

The lesson to learn here from Red Bull is to know your audience and consistently create/post content that relates to your brand!

SOURCES:

How Red Bull Uses Social Media [CASE STUDY].” Link Humans. N.p., 16 Feb. 2016. Web. 08 Mar. 2017.

The Secret to Red Bull’s Social Media Success Is There Is No Secret.” RickMulready.com. N.p., n.d. Web. 08 Mar. 2017.

Energy Drink.” Energy Drinks Red Bull – Products :: Energy Drink :: Red Bull USA. N.p., n.d. Web. 08 Mar. 2017.

 

To Blog or Not to Blog… that is the question

By Krysta Overton

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The thing about interests is, everybody has one.

(Yes, compare that to the joke about opinions and everyone having the same disposal region and this is officially the best intro of all time.)

I think that one of the best and most interesting things about humanity is that everyone is unique. So much so that according to Quora.com, in 2013 there were approximately 152 million blogs on the internet. 152 million various opinions about food, art, travel, sports, hair, socks, DIY’s, design, phobias, writing, reading, lint, paper mache crafts, bobble heads, music,  golden showers (no judgement), collecting stamps, furniture making, makeup, coffee, you, get, the, point. Every single one having a plethora of personal experiences and new outlooks to contribute to the awaiting reading.

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The Huffington Post produced an article about why people blog, and gave a list of reasons for this growing population of writers. Aside from sharing passions and knowledge that cover a vast amount of topics, bloggers can also make money through their endeavors. Blogging spans both the personal and professional, and can be as simple as a grandmother sharing her life and relationship with her grandchildren to a multi-billion dollar company CEO expanding on best business practices. Regardless of the reasons individuals’ blog, the big picture is that blogging is a medium to share information with world.

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https://youtu.be/0sn7eCs6nEQ

So how does one start blogging? GOOD QUESTION! I did a little research on the easiest ways to join the Blogosphere via Bloggingbasics101.com and amylynnandrews.com, and came up with some quick tips on getting you on your way.

The first is the most obvious—Pick a topic to write about. I empathize that every facet of life may be interesting and type worthy but for the sake of not shell shocking future readers…let’s hone in on one topic or genre.

The second thing is to take the steps necessary in setting it up. Both of these sites go in depth on how to find a platform and host for a future blog space. At this point, it’s important to pick a name that’s catchy, interesting, and maybe even a little obvious to let the reader know what exactly they are getting themselves into.

The last thing is designing the page to fit a theme. Depending on which platform is used, design options may be slightly limited. Remember however, the look of the page is almost as important as the content. People definitely judge a book by its cover, so make sure the cover is TOO LEGIT for them to QUIT coming back. (Get the song reference?)

Good luck!

Dekmezian, G. (2016). Why do people blog: The benefits of blogging. The Huffington Post. Retrieved from http://www.huffingtonpost.com/gary-dekmezian/why-do-people-blog-the-be_b_8178624.html

Lee, R. (2015). How many blogs exist in the world? Quora. Retrieved from https://www.quora.com/How-many-blogs-exist-in-the-world

Knapp, J. (2016). How to start a blog: Beginner’s guide for 2017. BloggingBasics101. Retrieved from https://www.bloggingbasics101.com/how-do-i-start-a-blog/

Andrews, A. (2017). How to start a blog. Amy Lynn Andrews. Retrieved from https://amylynnandrews.com/how-to-start-a-blog/

The New World of Sports Marketing via Social Media

Marketing is essential for any organization to get their brand and name out into the world. We have used multiple strategies to provide the best marketing tool that best represents our company. As the years go by experts find different ways to enhance and reach their audience. As technology progress and advances, the more we marketers are able to engage. As sports have evolved and our social networks have built; social media has become the next new spotlight for sports marketing. Social Media channels including Google Plus, Facebook, LinkedIn, Pinterest, Twitter, and YouTube are the highlights for sports media. The ability it gives marketers and social media managers to live-tweet with fan, do giveaways raffles, posting highlight reels and so many other unique strategies that sports team have created to keep up active engagement with their followers has changed the marketing world.

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To effectively and successfully enhance your organization’s reach through the social media networks you want to prioritize the right social network for your particular audience. Depending on your franchise one social media network may have a greater activation than another. For instance, Twitter during a football game may be more active and instant engagement with your fans than it would be on Facebook. So you want to make sure you know where your audience is at. Next, you want to create a distinct story and voice. Do not just put feeds in your social network just to print a story. Make sure it has value and meaning. Then, you want to make sure you leverage your players. They are your stars, so make sure to display them and use them to your advantage. Finally, you want to collect and use feedback. You want to know what your audience what to see more of. Get feedback and make sure to apply them. These are all positive strategies to enhance your organization.

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http://www.workinsports.com/blog/unique-strategies-for-using-social-media-in-sports-marketing/

http://www.marketing-schools.org/types-of-marketing/sports-marketing.html

To Pay Or Not To Pay For Social Media Advertising?

Do you ever wonder if paying for social media advertising is really worth it?

How beneficial to your company and business is social media platforms these days?

   

If you have a plan and if it is done correctly, social media ads can help lead and promote your business to be successful. According to The Realtime Reports, there are three reasons why it is worth paying for social media platforms to advertise your business.

At first you want to build a bigger audience. An audience that once your business page has grown will be the ones promoting your page. Once you have gained and built a respected audience you may not even have to continue to pay for advertising as your followers will be advertising it for you. Invest, pay, and grow your audience. Next, you want to increase the visitor count to your webpage. So not only will you be able to grow your audience within your social media platforms with your advertising, but also the number of people visiting and engaging in your page. When you have a sponsored ad, it can be linked to your page and website. This will allow viewers to see what you marketing. Finally, advertising in social media platforms you will be able to have immediate results. You do not have to wait a week or month so see the engagement and new followers. If properly done, you may even have results by the end of the day if you launched an ad in the morning.

Now, which social media platform do marketers find more effective and valuable for sponsorship? According to Social Media Week, Facebook ads are the most successful. It allows for a bigger audience than any other platform. The more you spend the higher your total reach will be. Facebook permits businesses to pick which demographics they want to focus on with feedback in return. It allows a variety of way to advertise your page and your audience will keep growing. As mentioned before, once you have built your audience and they start sharing and promoting your page soon you will not have to pay for your ads.

The question is, do you believe paying for social media will help increase your followers and your reach?

http://therealtimereport.com/2017/02/09/3-reasons-worth-paying-social-media-advertising/

https://socialmediaweek.org/blog/2015/06/paid-social-platforms/