Marketing Strategy Target Audience For our target audience we focused all of our efforts on two groups statistically high in theme park attendance, power moms and tweens. Power Moms are a unique target audience. They are busy and constantly on the go. They have to entertain their children and friends of their children as well. Our research found the best demographic of power moms for this campaign are 30-49. Our primary research with the survey found that Power moms are married with at least two children whose ages vary but the general trend is about 5-15. 93 percent of power moms said they prefer to be active during summer than any other season. When a woman becomes a mom, marketers lose three hours of available media time to engage with her per day as her criteria for media usage changes from a focus on entertainment to getting answers. Because of this, the Internet serves the needs of today’s mom more than any other form of media. Most power moms stick close to their cell phones and use the Internet on them. The likelihood of them spotting an outdoor billboard is high. Outdoor reaches 89 percent of adults 18-34 years old. Because these moms are very busy, we will use Internet and mobile technology to reach them. Tweens are an ill-defined group., they are in a transitional stage between childhood and adolescence. For this campaign we target boys and girls 8-14. Our research found that tweens like brands that let them be different and unique while also fitting in with their peers. Tweens liked advertising that was funny or had celebrities.
How To Reach Them
What To Say
Research shows that our primary and secondary target heavily-use mobile technology, television, and Internet. Tweens spend a significant amount of time on Facebook and Twitter. Power moms are moderate users of social networking sites. Placing ads on heavily-visited sites and televisions networks that have high ratings among our target audience and developing promotions to drive attendance and season pass purchase will help to reach the objectives.
Research shows that advertisements that are funny, silly, shocking, and entertaining catch tweens attention the most. Research also shows that power moms enjoy ads that are funny, colorful, and have valuable promotions. Novel Idea will create ads that creatively and humorously position the three parks as fun, family-oriented destination that transforms everyday normality. With our research on the target audience we discovered the most pertinent and cost effective way to reach the highest number of them.
Our marketing efforts will result in: Increased park attendance, more sales of season passes, more awareness and higher recognition of the brand.
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