Module 4 Discussion

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Southern New Hampshire University *

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MBA 645 OP

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Marketing

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Feb 20, 2024

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Select two forms of traditional marketing channels from the following: TV , radio, print , and outdoor. Effective marketing strategies will promote brand awareness, increase product sales, and gain the trust of consumers to cultivate brand loyalty. Marketers are keenly aware, however, that each audience is uniquely impacted by an ad campaign and one size does not fit all. Therefore, companies must have multiple, agile strategies to reach their target audiences and elicit a positive response. Generational marketing is a strategy that targets different generations of consumers based on their unique characteristics and preferences. Generational cohorts consist of individuals born within a given time period who experienced significant events during a similar period of development (Fromm & Read, 2018). Each cohort group has different needs, desires, and expectations from companies and their products or services. By understanding these differences, marketers can create more effective campaigns that resonate with their target audience (tradigital.com, 2023). According to Kristin Kelley, the CMO at Randstad, “Never before have different generations had to be marketed to so distinctly (2016). While the 4 th industrial revolution has drastically changed the way in which businesses approach marketing, digital marketing has not completely done away with outbound marketing. Traditional channels, like tv and radio commercials, newspaper and magazine ads, brochures, billboards, buses, and benches are still used effectively, especially in combination with digital methods (Todor, 2016). What is the appeal of each of your chosen channels to these target audiences? Ground your response in research and rich detail. Baby boomers Born between 1946 and 1964, the Boomers came up in a time of “economic growth and self- fulfillment” (King, 2018). Children of parents who went off to war, they went off to college. They enjoyed many liberties and opportunities that their Depression-era parents did not, and they were not particularly cautious with their spending (2018). They had the flexibility to plan

a future where decades in debt was not the norm. While many of them are retired or approaching retirement, this demographic still controls over 70% of disposable income in the US and are considered a “marketing goldmine” (TreDigital.com, 2023) Traditional methods are the most effective way to advertise to Boomers. It was during their childhood that a TV in every household became commonplace, uniting families and entertaining the masses. It also opened a new channel of advertising that quickly became the dominant marketing method. Companies took advantage of TV’s economic influence by paying for airtime for their catchy commercials. Perhaps this is why Boomers will still pay for cable and watch network programming with commercial breaks even though streaming on- demand is an option. They are engaged by traditional TV commercial ads that tell a story. They are also nostalgic and respond to commercials that tug on their heart strings (TreDigital.com, 2023). Baby Boomers woke up to a newspaper on their front porch every morning and read yesterday’s news cycle events over coffee and toast. They perused the classifieds for job openings, apartment vacancies, homes and cars for sale. They likely even posted a time or two themselves in the “want ads”, paying per letter to convey something like “Nanny needed”. And women flipped through the glossy pages of fashion magazines, sniffing the scented folds of perfume ads (Did anyone else rub these on their neck as a teenager? Those were the days….) Be it nostalgia or tradition, many members of this generation still subscribe to print newspapers and monthly publications. And while they find many marketing tactics intrusive, “traditional television and newspaper ads are okay” (Lister, 2023). Generation X Gen X is the smallest generation. Born between 1965 and 1979, they are the best-educated generation (King, 2018). They lived through both Bush’s, saw the introduction of the internet and feared Y2K. They are “the MTV generation” and came of age with the cast of Friends (2018). While they may watch 90’s sitcom reruns on streaming services, many still pay for cable, so a television ad will not be lost on them (especially if it airs during the news – this generation is politically active and loyal to their party).

While they have adapted to e-commerce and social media communities, they still read books in paperback and make handwritten to-do lists (Lister, 2023). It follows that print media advertisements are appreciated by this generation. In fact, print promotions in the form of direct mail is one of the expert-suggested ways to market to Gen X, citing that 86% of this generation brings in the mail every day (Lister, 2023). They are also very brand loyal and appreciate coupons and rewards memberships and 68% use coupons they received by mail (2023). Millennials Born between 1980 and 1996, this generation changed the way business is done and transformed the marketing landscape. They are the most talked to and talked about generation and are slowly outnumbering the Baby Boomers in the workforce and in buying power. And they are obsessed with the next big thing. Marketers have to choose innovative methods to reach this demographic and that usually means having a strong online presence. But, as a member of this cohort, I can attest that traditional TV ads and print media can still be effective. For instance, I impulse buy magazines at the grocery store checkout counters, promising weight-loss miracles or featuring Kate Middleton. And I have been introduced to new products by scanning the QR codes in printed ads. Also, as the Netflix generation, we binge-watch our favorite shows. I try to save money on streaming services by watching “For Free with Ads”. Thus, TV and print ads, while not ideal for Millennials, can still influence our purchasing decisions. Generation Z Born between 1996 and 2015, this generation comprises over 65 million people, making it the largest generational cohort (King, 2018). They are of high school and college age now and when they enter the workforce, they will inherit the majority of consumer spending power. But as a “mobile-only” generation, why would they be swayed by traditional forms of advertising (Swanson & Davis, 2020)? As it turns out, printed media marketing offers a way to break through the constant “white noise” of mobile media. Direct mailing of printed promotional materials offers a personal touch that they can’t get from their devices. It is also their preferred learning medium, which might enhance

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brand connections. Similarly, it is tactile and tangible, making it more impactful. Television ads may get their attention if they convey a social message in an authentic way. Compelling TV ads may also appeal to their more traditional nature (they apparently have more in common with their grandparents than their parents) (Kelley, 2016). Their need for authenticity may also improve the chances that TV and print ads will make an impact because traditional media is viewed as authoritative and authentic compared to other modes (Johnson, 2023). Based on your selection, describe one creative or innovative form of traditional marketing you have personally encountered. How did this creative or innovative approach influence your purchasing decision? I don’t know whether I should be embarrassed to admit this, but the most creative traditional marketing I have seen lately is a TV commercial promoting Xiaflex. Xiaflex is a prescription medication used in the non-surgical treatment of Peyronie’s disease. This condition causes a 30 degree or greater bend in the penis of affected men. The visuals in this ad were unforgettable, featuring curved carrots floating across a deep blue backdrop as the narrator recites a list of horrifying side effects (think penile fracture). As the commercial concludes, we cut to a kitchen scene where a couple canoodles over a bushel of (you guessed it) carrots. The bent carrot of the bunch slowly straightens before our eyes while the narrator urges viewers to “talk to your urologist about Xiaflex” and, finally, to “visit bentcarrot.com”. Now I’m not exactly a member of their target audience, so this ad didn’t impact any purchasing decisions. However, the floating bent carrots were a pretty hilarious way to give viewers a memorable visual on a sensitive subject, while keeping it PG. And while I quickly forgot the name of the medication, it topped the SERP when I Googled “bentcarrot.com”. Share two "top" ideas to be considered for marketing the brand connected to Milestone Two in Module Six and explain your rationale.

Organizational objectives, along with situational capacity, should inform our choice in consumer research methods. The park’s closure has made some common research methods difficult or impossible. For instance, observation or experiments and field trials are currently obsolete, while interviews may deliver unfair results due to recent negative associations. However, surveys might be a viable option at this time, and they tend to offer some advantages. They can be conducted through various channels (online, over the phone, through direct mail, or in person) in any setting (home, work, events) and we can gather specific, desired information by carefully selecting survey questions and prompts. Surveys are one of the most-used data collection methods due to their affordability and efficiency, as well as the option to offer incentives to increase participation, which we will likely have to do (Allen & Curtis, 2018). Search Engine Optimization (SEO) is a “must” for brand visibility. Its ultimate goal is to attract website visitors who will become customers and/or a returning audience. Organic searches are the primary source of website traffic and trillions of searches are conducted every year (Goodwin, n.d.). Optimizing our website to appear at the top of search engine results pages (SERPs) is critical to making our brand accessible to consumers. By creating content with strategically incorporated key words and phrases, we can use search algorithms to our advantage and compete for a spot on the first page of search results. Sites like SEMrush can help us do this and Google Analytics and similar tools measure SEO performance and inform data-driven decisions (Goodwin, n.d.) References Dykstra, M. (2023, November 14). How to market across generations: The ultimate guide to a successful campaign . TreDigital. https://tredigital.com/how-to-market-across- generations-the-ultimate-guide-to-a-successful-campaign/ Goodwin, D. (2023, December 6). What is SEO - search engine optimization? . Search Engine Land. https://searchengineland.com/guide/what-is-seo

Johnson, J. (2023, November 6). How to use print marketing to reach gen Z . business.com. https://www.business.com/articles/nicholas-brown-generation-z-and-the-future-of-print- marketing/ Kelley, K. (2016). Multi-Generational Marketing: A Must For Any Brand. Brand Quarterly , 21 , 54–58. King, P. (2018). Target different generations in your marketing. Wyoming Business Report , 19 (3), 3–19. Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transylvania University of Brasov, Series V: Economic Sciences , 9 (1), 51–56. Nonsurgical Peyronie’s disease treatment: XIAFLEX® . Nonsurgical Peyronie’s Disease Treatment | XIAFLEX®. (n.d.). https://peyronies-disease.xiaflex.com/patient/

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