Soap Marketing Presentation
Transcript: Young And Rubicam's 4 C's concept Young And Rubicam is a Massively successful marketing company, founded in 1923. They theorized that all consumers could be classified into one of 7 psychographic, marketing segments. These are the aspirer, the succeeder, the reformer, the explorer, the mainstreamer, the struggler and the resigned. This is known as Cross Cultural Consumer Characterization, and is now the foundation of most marketing campaigns. For this presentation I was assigned the segment 'explorers'. Qualitative - Is for gauging the reasons and understanding the motivations of campaigns and audiences. This can help you to understand trends better and generating idea's. It also helps to set you up for more quantitative research further on. It can be collected by conducting focus groups or in depth interviews. Thank you Qualitative And Quantitative Research What is the point of media research? We know already that explorers enjoy using alternative and new, exclusive brands. Explorers are anti-fashion conscious and appreciate the fact that a product is good quality, and different to the norm. They enjoy showing how they set themselves apart from others through their alternative lifestyle and product choices. Now that we have established the types of product brands that appeal to explorers we can focus on advertising. Other possibilities for advertising are in independent boutiques, which are common in cities like London, and on websites like Reverbnation, where new, unsigned artists can debut their music. This technique of advertising in small proportions to a very specific audience is known as niche marketing. This appeals to explorers as it affirms to them that the product will be, and will continue to be, alternative. In this presentation I will be describing how I would develop a marketing campaign for a bar of soap. "Hipsters are a postmodern subculture of young, urban middle-class adults and older teenagers that first appeared in the 1990s and became particularly prominent in the 2010s." - Wikipedia (http://en.wikipedia.org/wiki/Hipster_(contemporary_subculture) This boot and shoe manufacturer has produced exceptional quality footwear since it was founded in 1905. The vast majority of the American army soldiers during WWI and WWII wore Red Wing boots. To this day all shoes made by the company are done by the hands of skilled tradesmen in Minnesota and Missouri, USA. Also Red Wing is more of an alternative choice in shoe as they are not as well known or as affordable and fashionable as, for example, the Timberland Boot or Vans Shoe Co's. Hipsters being young, alternative, bohemian and open-minded student types, it is likely that they also have left wing political views. Confirming this through my research can provide information invaluable for conducting a marketing campaign. We could research the methods used by other brands that are aimed towards our target audience. Doing this could benefit us a lot when comparing another products advertising techniques to its consequential sales. This can help us devise our own advertising campaign by imitating them, but using the information and data we collected ourselves may prove more reliable. This is where finding out our focus groups/survey participants questions like what their favorite newspaper is, can pay off again. Knowing that explorers and hipster types are politically left wing, confirmed by our research into left wing news papers and our survey and focus group results, we could advertise in these news papers. The more difficult thing to determine is the customers degree of loyalty to the brand. Explorers enjoy trying new brands and products. They value individualism and difference. But if marketing for the product continued to appear niche and the quality remained high it is likely they would continue to use the product. This research can again be interpreted as both quantitative and qualitative. Statistical market research was is needed as well as research to determine audience qualities. How can I find out more about my audience? This research is mostly qualitative, meaning that it was primarily for uncovering the qualities and motivations of our audience. This research can be interpreted as both quantitative and qualitative. It concerns both numerical, measurable data, and advertising techniques and motivations. Although the audience we are targeting is a niche audience and would best respond to a niche marketing campaign, it would be an incredible waste of resources and advertising opportunities to not exploit things like Facebook and Youtube. These websites may not be alternative themselves but within them, there have formed online communities which allow like-minded people to connect and share interests. This is known as word of mouth marketing. This information can provide me with sources for secondary research, possibly from left wing newspapers or alternative magazines and websites. Find out what types of products they advertise for
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