Targeted Promotional Campaign Report for Recreational Product

Transcription

1 PRT 505 Assignment 4 Targeted Promotional Campaign Report for Recreational Product Analyze the demographic characteristics of Florida s counties What do you observe about the geographic distribution of family households, family size, and income in Florida s counties? Observation of these three layers showed that the target market is scattered throughout Florida. However the largest family size and targeted per capita income for the target market were located in the southern part of the state surrounding Miami. There were also several counties within this area that had the largest number of households, for instance Miami-Dade, Broward, Palm Beach, Hillsborough, and Orange. Select counties for the local advertising campaign Which ten counties should be included in Outdoor Living s local advertising campaign? Why? How many target-market families will be reached by this campaign? According to the advertising campaign the following counties were identified as the ten to include: Miami-Dade, Broward, Palm Beach, Hillsborough, Duval, Orange, Polk, Voulsa, Lee, and Pinellas. These were chosen because out of the sixteen counties that were identified these had the largest populations per county. There will be 717,450 families reached in the target market by this advertising campaign. Select ZIP Codes for the direct-mail campaign How many ZIP Codes and family households will be included in Outdoor Living s direct-mail campaign? Why? How many target-market families will be reached by this campaign? 748,157 ZIP Codes will be reached through direct-mail campaign. These ZIP Codes were chosen because they had the highest % of Families of the target market. As a result 252,980 family households will be reached by the direct-mail campaign. Select stores for outdoor show demonstrations Which four stores in this area have you selected to host outdoor show demonstrations? Why do you think this combination will be effective in attracting targeted customers? The four stores I selected to host outdoor show demonstrations were Easton s Camping, Southside Camping, Central Camping, and Gulf View Outdoor Shop. I picked these stores because of the number of Family Households in the immediate surrounding areas and also because they were not geographically located too close together. However, after look at the stores more I wished I had picked Buddy s Outdoor verses Gulf View Outdoor Shop. If I had picked Buddy s Outdoor instead that would have resulted in no show in the southern portion of the state. I think this combination of stores will be effective because it covers areas in the north, south, east, and west, and because each store is surrounded by the largest number of Family Households.

2 Communicate and support your recommendations Restate your recommendations briefly and explain how geographic targeting will increase the effectiveness of each of the three components of your local marketing campaign in Florida. For this campaign there were three delivery methods chosen for advertising and reaching the target market. These methods were selecting ten counties for local advertising campaign, select ZIP Codes for direct-mail campaign, and select stores for outdoor show demonstrations. The ten counties chosen after analyzing the data were Miami-Dade, Broward, Palm Beach, Hillsborough, Duval, Orange, Polk, Voulsa, Lee, and Pinellas. Through the direct-mail campaign there will be 748,157 ZIP Codes and 252,980 families reached. The four stores selected for outdoor show demonstrations were Easton s Camping, Southside Camping, Central Camping, and Gulf View Outdoor Shop. Gathering this information through geographic targeting will result in a more effective local marketing campaign for Outdoor Living Inc. Geographic targeting will make each component more effective by successfully reaching the identified target market. Counties with the largest populations/households have been identified as well as families that fall within the identified per capita income bracket. By selecting only the ZIP Codes that reach the highest percentages of families of the target market will increase the effectiveness of advertising to persons who are most likely to be interested in Outdoor Living Inc. s products. Finally by strategically selecting stores for outdoor show demonstrations based on where they are located in proximity to the counties with the largest Family Households will hopefully result in more effective campaigning.

3 Exhibit 1: Selected stores for outdoor shows

4 Exhibit 2: County map for advertising campaign Counties Targeted for Outdoor Living's Advertising Campaign Tallahassee ^_ Jacksonville Legend Major Cities Type of City Major City ^_ Capital Number of Families in Target Market # Family HH's 396-1,874 1,875-8,609 8,610-23,084 23, ,220 µ Tampa Miami Miles Source: [ESRI Community Data, 2005] The counties outlined in blue are those with the highest number of families in Outdoor Living's target market. Selection of these counties for the advertising campaign will maximize the number of target market families reached by the campaign. Submitted by: [Kari Ann Colie] Date: [4/17/13]

5 Exhibit 3: ZIP Code map for direct-mail campaign ZIP Codes Targeted for Outdoor Living's Direct Mail Campaign Tallahassee ^_ Jacksonville Legend Major Cities Type of City Major City ^_ Capital Percent of Families in Target Market % of Family HH's 0% % 22.8% % 26.7% % 29.2% % 31.6% % µ Tampa Miami Miles Source: [ESRI Community Data, 2005] The ZIP Codes outlined in blue are those with the highest percentage of families in Outdoor Living's target market. Selection of these ZIP Codes for the direct-mail campaign wll maximize the number of target market families reached by the campaign Submitted by: [Kari Ann Colie] Date: [4/17/13]

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