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Segmentation analysis Persuading niche audiences
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What is segmentation? Audiences are more fragmented than ever before Segmentation divides an audience into subgroups to identify specific attitudes, beliefs, patterns, or trends. Segmentation is used to create a profile of the niche audience. Persuasive messages target the niche group on the basis of their unique characteristics Segmentation may involve any of the following: Age Gender Culture/ethnicity Class Illnesses, disabilities Income Education Language Lifestyles Location Sports, Hobbies
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example 1: metro versus retro sexuals The “Man Study” by the Leo Burnett advertising agency, which created the Marlboro Man, found that half of all men report that they don’t know what is expected of them in society. three-quarters of men think that images of men in advertising are out of touch with reality. Most ads have lumped men into one of two groups -- the soft, caring type known as "metrosexuals," who are comfortable with facial peels and pink shirts, or the stereotypical "retrosexuals," who remain oafishly addicted to beer and sports.
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Segmenting male consumers Metrosexuals: straight urban men who are into style, fashion wear designer clothes like fine cuisine get expensive haircuts get waxed enjoy shopping at Banana Republic Retrosexuals (“real men”): straight males who are more macho, prefer sex role differentiation watch Nascar Play Xbox 360 and Sony PS2 like Carl’s Jr. use power tools enjoy shopping at Bass Pro
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Other male nitches African American males Asian American males Hispanic males Anglo-Euro American males Bachelors Divorced, separated males Emo guys Macho men Older dads Nascar dads Nerdy, geeky men Athletic, fitness-oriented Conservative males Born-again, religious males
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Advantages and disadvantages Identify a new audience, market tailor message to a specific audience micro-marketing can be costly More time, effort, expense to develop individual messages and strategies If a brand is associated with one subgroup it may be shunned by other subgroups
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Example 2: marketing to gays and lesbians There are lots of gays/lesbians Kinsey Report pegs 10% of the population as being gay. 6-7% openly identify themselves as gay/lesbian, with higher concentrations (12%) in large urban areas.
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Gays as upscale consumers Gays/lesbians have considerable purchasing power generally better educated, more affluent more tech savvy, computer literate tend to be trendsetters, “early adopters,” of technology politically involved
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Gays as a niche group Advertising to gays/lesbians is perceived as a form of social validation 77% of gays report changing to brands that are gay friendly. mygayweb.com reports that 78% of gay online users prefer to buy from companies that market to the GLBT community. example:“gay friendly” hotels, tour operators insensitive campaigns may backfire
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Gay friendly ads
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Example 3: Marketing to hispanic teens There are lots of Hispanic teens As of the 2000 U.S. Census, Hispanic youth ages 12-20 had become the largest ethnic youth population Nearly 40% of Hispanics are under age 20 By 2010, nearly 1 in 5 young people in the United States will be Hispanic By 2020, the Hispanic teen population is expected to grow 62% compared to 10% for U.S. teens overall. A larger percentage of children (ages 0- 4), 17+%, are Hispanic http://video.google.com/vide oplay?docid=- 4484245883891789484&q= spanish+commercial&hl=en
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Hispanic teens are bilingual (duh!) Hispanic teens are more bilingual than their adult counterparts. about 75 percent of U.S. Hispanics speak Spanish at home. 96 percent of Hispanics use at least some Spanish at home and 86 percent do so at work or school. Nielsen reports that half of Hispanic- American households are thought to prefer watching programs in Spanish. a majority (69 %) of Hispanics get more information about a product when it is advertised in Spanish than when it’s advertised in English only. Target ad
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Hispanic teens are more receptive to Spanish language advertising Roslow Research Group (2000) advertising to Hispanics in Spanish is significantly more effective than advertising in English. …Spanish commercials are 40% more effective at increasing ad awareness than commercials in English …Spanish advertisements are twice as persuasive as ads received in English. 16% more Hispanic teens will recall the spot’s message if it is in Spanish.
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Hispanic teens as a niche group Hispanic teens have buying power The average Hispanic teen spends $320 a month, 4% more than the average non- Hispanic, and one out of five teens in the U.S. is Hispanic`. 18- to 24-year-old Hispanics are the most brand-loyal demographic segment in the U.S. Hispanics teens have their feet in two cultures Hispanic teens are holding on to their culture Retro-acculturation Hispanics exhibit more brand loyalty and less cynicism than other consumers
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Hispanic friendly marketing Accommodation Theory suggests that bilinguals are attuned to advertisers who go out of their way to reach them in Spanish. Persuaders should speak to an audience's cultural identity. The message should be relevant and resonate with the culture.
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Regional or sub- segmentation How much homogeneity? Are “Hispanics” one group or many groups? Can a persuader use the same advertising approach to market to Mexicans, Cubans, Puerto Ricans and Central and South Americans? Hershey's made a controversial choice in promoting its new U.S. Hispanic line with language familiar to Mexicans, but not to other Spanish-speakers cajeta, is the Mexican term for the caramel flavor known as dulce de leche in the rest of Latin America
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Micro-marketing Mark Penn 2007: microtrends:.targeting niches within niches Stay at home workers Uptown tattooed Office romancers Archery moms Old new dads Vegan children Troubled teens College educated nannies Late-breaking gays Surgery lovers Mini-churched Militant illegals Pampering parents Mildly disordered teens Video game grown-ups Young knitters Social geeks New luddites
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