PRT 505 Assignment 3 Targeted Promotional Campaign Report for Recreational Product

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1 PRT 505 Assignment 3 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? The counties in the northern section of Florida and the panhandle possess the least number of family households. Central and southern Florida has the majority of the counties in the 74, ,729 range. A few counties in central Florida and the three counties in the bottom southeast corner of Florida possess the most family households. The counties in the panhandle and northern section of Florida mostly have an average family size of Central and southern Florida s counties mostly average between 2.56 and 2.85 people per family. There is a good mixture of counties that have an average family size of and The counties that average the highest income are mostly located in the southern region of Florida. Central Florida has a lot of counties that are in the middle per capita income range of $19,730 $27,921. Northern Florida and the panhandle has a mixture of counties that fall into the lowest per capita income range and the middle range. Select counties for the local advertising campaign Which ten counties should be included in Outdoor Living s local advertising campaign? Why? How many targetmarket families will be reached by this campaign? MiamiDade County, Broward County, Palm Beach County, Hillsborough County, Pinellas County, Orange County, Duval County, Lee County, Polk County, Volusia County. These counties have the most number of families in the selected target market. 717,450 target market families will be reached by this campaign. Select ZIP Codes for the directmail campaign How many ZIP Codes and family households will be included in Outdoor Living s directmail campaign? Why? How many targetmarket families will be reached by this campaign? 177 ZIP Codes and 748,157 households will be included in Outdoor Living s directmail campaign. This is a great way to market Outdoor Living because they are sending directmail to the ZIP codes and households where the majority of their target markets are. 252,980 targetmarket families will be reached by this campaign.

2 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? Easton s Camping, Ajax Outdoor Supply, Central Camping, and Buddy s Outdoor. I think this combination will be effective in attracting targeted customers because all four stores are located in areas where there are lots of families in the target market. The targeted customers are more likely to attend the outdoor show demonstrations if they are within a short distance of a store. 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. The recommendations of this campaign was to target families with incomes of $35,000$60,000 using acquired data on population, family size, income, and market segmentation measures for the state of Florida. The purpose of the acquired data was to help Outdoor Living conduct local television and newspaper advertising in markets with high concentrations of target customers, reach targeted customers through direct mail with price incentives, and demonstrate the benefits of the Conestoga in outdoor shows at outlets serving its targeted customers. Geographic targeting helps to find the areas where the most targeted customers are located. Using geographic targeting helps Outdoor Living reach its targeted customers by advertising, sending out direct mail, and having outdoor shows in areas that are heavily populated with the targeted customers. Advertising is important in helping to get the word out about a new product. Advertising in an area that has many of Outdoor Living s targeted customers is an effective way to notify the consumers about a new product. Sending out direct mail with incentives to consumers in areas that are heavily populated with targeted customers is an effective way to show the customers that you care enough about them to send them information directly to their mailbox. Last but not least, having outdoor shows in areas that are rich with targeted customers is an efficient way to display new products to the targeted customers. Targeted customers are more likely to come out and enjoy an outdoor show if the show is within a close proximity. Geographic targeting helps to determine the best areas to have a show and reach a large number of the targeted customers.

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4 Exhibit 2 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: Tyler Younger Date: March 27, 2014

5 Exhibit 3 ZIP Codes Targeted for Outdoor Living's Direct Mail Campaign Legend Major Cities Type of City!( Major City ^_ Capital Tallahassee Jacksonville ^_!( µ!( Percent of Families in Target Market % of Family HH's 0% 22.8% 22.8% 26.7% 26.7% 29.2% 29.2% 31.6% 31.6% 48.7% 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 directmail campaign will maximize the number of target market families reached by the campaign. Submitted by: Tyler Younger Date: March 27, 2014