defining our audience

Defining our Audience

“In order to develop effective marketing strategies, you must first understand the environment”

- Marketing: An Introduction

Our Target Audience

Millennials Generation-X (49 million) < Millennials (83

million)

• Millennials have more social media connections than any other generation

- Pew Research

• 81% of Millennials are on Facebook, and they have more connections than older age groups

• The top reason Millennials like, follow, or pin is to support a brand.

• Millennials will trust their social network most when deciding how to invest their time and money.

Generation -

the second age-group to follow social media trends

• They are tech savvy and focus on entertainment.

• They tend to be less receptive to overt marketing pitches.

• They are Facebook, Twitter and hashtag savvy.

Strategies

1. Grassroots campaigns and sponsorship of major social events

2. Create news for university, local and global newspapers, sports bloggers, and sports and technology trade magazines

3. Maintain a consistent presence on social media

• Social media users are more social than non-social-media-using-internet-users in real life too

- Social Media Today

• Companies offering coupons or discounts in exchange for a like/follow/pin would be most likely to see an increase in sales

About Social Media Users

Cities with the Most Social Media Usage:

• San Franc i sco • San Jose• New Yo rk , NY• Ventu ra , CA • Aus t in , TX• Stamford , CT• Seat t l e , WA• Da l las , TX• Bos ton , MA • Denver , CO • Oak land , CA

- D a t a f r o m t h e H u ffi n g t o n P o s t

Our Target Cities

Most Common Keywords in Social Media Profiles:

Strategies… 1) Grassroots campaigns and

sponsorships

• Visiting colleges in key cities

• Sponsoring popular music festivals

Cities with the Most Social Media Usage

• 76% of festivalgoers say they feel more favorable toward brands that sponsor a tour or concert, and 51% of all consumers feel this way.

More About Music Festivals“Going to a festival is the most exciting thing 44% of

respondents have ever done. This makes the target audience far more open-minded, allowing sponsors and

advertisers a better chance of getting their message across.”

–Target Media Agency

• The majority of festival attendees fall within the Millennial generation, followed closely by Generation-X.

• It’s a subtle, yet effective way for brands to become a memorable part of the festival for attendees.

• Approximately 74% of music streamers lean toward brands that engage them through music giveaways, sweepstakes, and sponsorships.

Social Media Usage at Festivals

@Coachella @OutsideLands @SXSW @Lollapalooza#Lollapalooza #SXSW #OutsideLands #Coachella

#PhotoBooth

394K likes on Facebook

384K followers on Twitter

The highest revenue-producing event for the city of Austin

One of the largest music festivals in the US

#SXSW 21,731,587 social media mentions

99% of SXSW-goers are between 21-65 years-old

146K likes on Facebook

26.5K followers on Twitter

#OutsideLands 40,255 social media mentions

Last year, PayPal was the only major tech vendor

One of the largest music festivals in the country

442K likes on Facebook

255K followers on Twitter

#Lollapalooza 744,347 social media mentions

The 3rd highest-grossing music festival in the world in 2009

Ranked the 3rd best music festival in the world in Time Out Magazine

96% of Lollapalooza-goers are between 18-45 years-old

Over 1 million likes on Facebook

546K followers on Twitter

“One of the most popular music festivals in the world”

- CNBC

#Coachella 1,006,566 social media mentions

Strategies…2) Create and disperse news

Create and disseminate news for university, local and global

newspapers, sports bloggers through the web,

and sports and technology trade magazines throughout our campaign.

See our complete Media List on Appendix II

Strategies… 3) Maintain a consistent presence on social

media

Hear us on

Budget

Mus ica l Fes t i va l Expend i tu res : L o l l a p a l o o z a b o o t h

L o l l a p a l o o z a V I P t i c k e t s ( 1 0 )

$319 ,550

$ 6 5 k

C o a c h e l l a b o o t h

C o a c h e l l a V I P t i c k e t s ( 1 0 )

O u t s i d e L a n d s b o o t h

O u t s i d e L a n d s V I P t i c k e t s ( 1 0 )

S p o k e s p e o p l e ( 3 f e s t i v a l s )

S o u t h b y S o u t h w e s t b o o t h

S o u t h b y S o u t h w e s t V I P t i c k e t s ( 1 0 )

P h o t o b o o t h s

G i v e a w a y s

Ta b l e / c a n o p y r e n t a l s

V o b o k b a n n e r

S p e a k e r s

TOTAL :

$ 1 7 k

$ 6 0 k

$ 7 , 9 9 0

$ 5 0 k

$ 5 , 9 5 0

$ 3 0 k

$ 5 k

$ 1 6 , 9 5 0

$ 1 5 k

$ 4 5 , 5 0 0

$ 1 k

$ 8 0

$ 8 0