The TRACE Campaign: Targeting Minority Millennials

Ultimately, the campaign increased connection, conversation and interaction, in addition to shifting brand perception. The results of these specific increases from PRSA’s case summary are detailed below:

The aim of this paper is to provide an insight into Hollister Co.’s marketing communications and assess whether it successfully targets my demographic of young, male recent college graduates. The paper will first introduce Hollister and provide a brief company history as well as outlining the challenges in reaching out to consumers such as myself who differ from the brand’s intended targets. It will then segue to discussing Hollister’s position within the market and any outlying challenges the brand has navigated through.

Creating marketing aimed at a specific set of races and cultures gives a marketer an advantage over competitors who are ignoring that market. Adapting marketing campaigns and translating ads that have proven successful for a company can be challenging for companies that do not prepare properly. For example, the California Milk Processor Board (CMPB) failed when they used their traditional “Got Milk?”

As a Generation X, Leonie’s sales funnel heavily involves research online before making a purchase, she engages with brands that she believes understand her lifestyle and who provide experiences that make her life easier. She is often engaging with her digital world via her phone rather than a PC or tablet, if a brand is not mobile friendly they are likely to lose her as she searches for something else.

Our Fabletics campaign will focus on consumers, primarily females, who already purchase online, since they will have an understanding of how online shopping works. With a focus on consumers who show interest and willingness in being fit and living a healthier life and consumers who are into the new media world, meaning consumers who can be targeted primarily through social media. The demographic profiles of these consumers would be females between the Millennial and Generation X ages. This is between the ages of 18 and 40. These consumers will belong to three subcultural groups, Caucasians, Hispanics and African-Americans. All in the US because my brand is an American brand. The psychographic of these consumers would be those who share the same interest as wanting to be fit and healthy. Consumers who like and want to wear nice workout clothes but don 't want to spend a lot of money on it. Also, online shopper because this brand is only available on our website and will not be found in stores. These consumers will have to share the same motivation or have to same end goal, living a healthier life. Our consumers will have to be motivated, because motivation drives consumers to buy. These consumers would want to be in the happening now, which luckily for our brand is "being fit". Then we will also have those consumers who

This target market is outgoing, fluent in English, and highly value conscious3. They reside in urban areas with higher population densities and educational institutions. In terms of market segmentation, these young adults are the innovators and early adopters of new products and services. On a daily basis, being exposed to thousands of different messages makes them proactive and more aware of the world. They are heavily impacted by popular culture and being technologically savvy allows them to share their experiences on social media4.

The team gathered a wealth of information about the products strengths and weaknesses, but lacked important consumer­brand relationship information. Supplementing the Consumer Insight Team research with the Usage and Attitude Study provided a well rounded customer understanding.

The ‘Selfie’ Generation are the one of the largest generational cohorts. As the generation starts to hold a certain power within the marketplace it is essential to understand Millennials as consumers. However, very little is known about the group in this context and there has not been a single study which examines the generational cohort directly with the other largest cohort, Baby Boomers. In this research, I address this gap whilst understand how both generations are influenced by a range of opinion formers and opinion leaders within the cosmetics industry. The individual interviews produced an array of rich data. It was found there are many similarities between the generations and how opinion formers and opinion leaders influence them. Nevertheless,

It is interesting how marketers have achieved to identify factors that allow segmenting a consumer target to present their products. Indeed, we have seen through socio-demographic studies that factors such as origin, gender, educational level, income, or age may allow a better approach to the public. However, these are not the only factors to be taken into account; especially when it comes to analyzing the US Hispanic culture. Clearly, there are situations and references that are presented merely to Hispanics and the marketers must learn and validate them. Hence the importance of archetypes in Hispanic marketing, these situations are subjective tools that create empathy and identification with the target audience, giving representation of the

To better prepare for their campaign they also researched target audiences, which revealed which audiences would have the biggest potential to

The company exemplifies the typical branding success story. Since its inception, Red Bull’s successful market strategy and ways of penetrating the lucrative energy drink market has demonstrated the company’s ability to think outside the competitive box through its innovative branding and sales and distribution strategy. Since the targeted’ age range is quite young, Red Bull employed unique methods to attract its customers. Amongst these non-conventional advertising routes, Red Bull used marketing « below the line », « buzz marketing », and « tribal marketing » (Brocooli, April 2012).

Teenagers were consuming increasingly each year and so companies decided that targeting them would help make them a lot of money and help the consumeristic economy. Many companies also realized they are a huge part of society because they are the future of this amazing country. they target them in the ads in a way that makes them feel important and that they need these products and it will benefit them. The authors purpose of writing this article is to inform the public of this change that is happening in society. The author is showing that they are shifting to a new type of market to appeal to younger people and encourage them to become great Americans in the future. When the author states that families spend over 10 billion dollars in essential needs for their kids combined they don’t distinguish between the rich and the poor. Rich people more than likely spend more on their kids and spoil them more than poorer families do. Poor families don’t buy their kid the newest advertised product out there they buy them a cheaper one that’s kind of like it. Picture young white teenage girl named Suzie “At 17 Suzie Slattery of Van Nuys, Calif. Fits any businessman’s dream of the ideal teen-age consumer (Courtesy of Life Magazine).” Young rich white girls are a huge target for businesses because they have daddy’s money

Each generation has its own characteristics, attitudes and lifestyle. Understanding their needs, wants and buying behaviors is essential to be able to connect with them. Efficient communication to convey the message will help gain their trust. Once gained, with their attention captivated, it will be easy to position the brand in their minds.

World War One was the first large war of the 20th century and took place primarily on two European fronts, involving more countries than any prior war. The war lasted through the years 1914 to 1918 and resulted in 37.4 million casualties total, 22 million Allied Powers soldiers alone (Funk & Wagnalls 2015). The impact of this significant conflict has been felt across the world since that time. The Great War was caused mainly by many years of militarism, alliance systems, and nationalism, along with other important historical events, but was sparked by the assassination of Archduke Franz Ferdinand. These feelings and events tied together to make the war inevitable.

Critical thinking plays a huge role in McGuire’s life. Nick using his hidden powers was able to steal Dorsey’s ideas and claimed glory with the Nike account. Nike, a multinational firm that operates sales and productions in several countries, wanted to empower women with their new line of products. This is an example of gender and age segmentation where the main focus was on young females. In the United States of America, women handle 75% of family finances and make or influence 80 percent of consumer purchases. In the movie it was mentioned that the fastest growing segment of consumer where women between the age of 15 and 24 which is the female generation Y the millennial generations. A big focus of the commercial Nick Marshall and Dorsey McGuire produced for Nike was on women acknowledgement. The need Recognition was the factor that turned the presentation to a successful sale and wowed the Nike executives. Because a want is the way a consumer addresses a need with all created stimulus around them the key is how to make the stimuli relevant to a purchase decision. “The presentation is an acknowledgement of women and a representation of a marketing strategy. Market Orientation: the marketing concept is a simple and intuitively appealing philosophy that articulates a market orientation. It states that the social and economic justification for an organization’s existence is the satisfaction of