Category Archives: Hypothetical Case Study

The Challenge: Implementation

Today, we shall continue our voyage into my attempt at targeting older demographics to bolster Apple iPad 2 sales. In the first installment we began to understand our customers. They are old men who aren’t technologically savvy.

Now, we’ve established a framework for how the commercial’s will look and what changes I’d make. This brings us to the implementation of the campaign.

The commercials will be slotted to appear during programs the older demographic [60-70 years old] frequently watches. Based on solely personal experience I feel the news is an incredible place to start. Much of the younger generations don’t watch the evening news simply out of the fact we get our information elsewhere [social media, online news, etc.], yet the older demographics are more likely to tune in because it is what they have always done. We, as humans, are creatures of habits. Not only do we stick with what works, but we will even stick to something that doesn’t just because we’re comfortable with it. That said, this is the exact issue marketing to this demographic presents.

My plan would be to slowly integrate the ad campaign into the nightly news time slots [4pm-6pm]. From there, I would continue my research and see if maybe day-time television would be a road to take [This is where some serious research would have to be done in collaboration with the major networks to truly understand where my audience watches]. However, with regard to the news slots, I would slowly increase the frequency of the revamped commercials demonstrating the feasibility of older people using the iPad 2 to enrich their lives. Not only would this then inform the right target market, but it would also remove some of the anxiety new technology often creates innately.

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Next, on our journey through my marketing campaign, I’m going to come up with a commercial. Establish the setting, get the gist of what the actors will say, and paint a verbal picture of what the targeted audience will see.

-J

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The Challenge: Marketing to both Happy and Grumpy

Yesterday, I talked a little bit about the trails and tribulations of having to market a product to a wide spectrum of people. Today, I’m going to begin to tackle a hypothetical project I’ve created for myself.

The Challenge:
  • Take the Apple iPad 2 [one of my favorite products in the world right now] and market it to a cynic as well as an innocent, demonstrating its value.

I’m thinking this is going to be a very multifaceted plan, so it will take up a few blog posts. I won’t harp on this daily [that is unless there is an amazing amount of demand for me to continue]. I want mix it up, but I feel this is a good way to work through some of my ideas, putting them into theoretical practice.

Target Audience:

The two men from the restaurant. Both are in their mid-sixties, have ample buying power, and both are still working. They are each full of energy and enjoy being out and about whether it be for business or pleasure. Neither is very technologically savvy, nor are they planning to join techies any time soon. They both have grandchildren who are all over the newest technology, but the two gentlemen have no interest. Just as in the restaurant, one is open to conversation–willing to take a minute to talk to someone, read something someone else has suggested, and enjoy time out in a public space with family. The second gentleman is more reserved. He doesn’t like to be bothered with frivolities, walks with purpose to avoid others, and always has a task to accomplish.

First Steps:

We now know who I’m going after. These two guys fit the bill of a supposedly hopeless situation from the stand point of getting them to buy new technology. However, they just don’t know how beneficial it can be. They aren’t informed as to how the iPad 2 can help them in their everyday life. Thus, how do I even start to inform these people about this amazing product. I want a new devotion to older demographics. All of Apple’s marketing seems to focus on young, hip people. People who are artsy, creatives, even hippies, but the ipad 2 spans greater demographics. I would implement a new campaign to build off the current ones in place. Using older actors in commercials would be a simple way to begin accomplishing my goal. The commercials would highlight the features [ie. pinch to zoom, multitasking gestures, facetime] in a way that would communicate the benefits an iPad 2 has for older people. Taking Apple’s advertising budget into account, adding a few more actors and having a few more spots would not break the bank.

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The next installment will address when and how these commercials will be presented, and how I would go about implementing this idea.

-J


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