Designing Promotional Strategies Based on the Target Audience

Promotional Strategy #1: Target Audience - African-American women (18-30). Product Fitness/Exercise Products. The vast majority of African-American consumer spending is done by females. It is estimated that black female buying power is upwards of $565 billion (Buying Power, 2008). This consumer group is still highly untapped. In regards to fitness and exercise products, many studies cite that women of African descent have lower physical activity levels and/or are more sedentary, than White counterparts resulting in compromised life quality and reduced life expectancy (Townes Hughes, 2004). One way to tap into this market segment is to target black media. A study conducted by Black America Today found that on average, African-Americans are more than twice as likely to trust black media over mainstream media (Jeffries Jumaralli, 2006). Popular outlets include BET, TVOne, and the Aspire Television Network. Over 81% of all African-Americans aged 18-55 watch black-interest TV channels weekly and 68% are active on African-American media sites, about the same percentage of Americans as a whole (B uying Power, 2008). However, marketing should not be exclusive to black media. Other channels should also be included, but with creative that makes a personal and/or cultural connection. Diverse marketing teams can help ensure proper messaging strategies that stress benefits and feature dialogue that will resonate with the population. Additional grassroots promotionalShow MoreRelatedMarketing Mix Of A Business Organization1210 Words   |  5 Pagesof the people but it is an important part to the success of business whether large or a small and its most important focus is on quality, consumer value and customer satisfaction. It is a business function that identifies consumer needs, determines target markets and applies products and services to serve these markets. 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