Sat, October 14, 2006
So, your theatrical production wants to hit younger skewing demographics? How to do so is not the easiest question to answer as I can ramble on for hours about this topic. What's more interesting and productive to talk about is defining the segments of the younger demographics that you are actively trying to reach.
We recently came across a great article focusing on a market segment labeled the "brand sirens." In short, "brand sirens" are being defined as "opinionated and media-savvy consumers between the ages of 13 and 34 that have a profound effect on marketing through their ability to influence friends and family via word-of-mouth, viral video, and applications such as instant messaging and blogs."
Yes, they are a small group of consumers but according to a new study, their power on purchasing decisions is certainly strong as the report states this market influences upwards of $600 billion annually in consumer spending.
Here's what you need to know about this target market.
- 82 percent indicated that they talk about brands with their friends; 87 percent enjoy sharing information about brands; 85 percent appreciate brands that keep their promises; and more than half (54 percent) wish they could find brands to stick with. In addition, 70 percent of those surveyed send e-mails to friends about products and services, and 77 percent post reviews and product feedback online.
- While "Brand Sirens" are skeptical about corporations and marketing, they can also serve as a marketer's strongest advocate via blogs, word-of-mouth, social networks, and other largely consumer-generated new media platforms.
- "Brand Sirens" are watching more TV than marketers might realize: Some 73 percent said they watched TV in real-time within the last day; 85 percent watched in real-time within the last week; and 39 percent reported turning to TV advertising to get more information about their interests.
Thanks Media Post for the lead.
Click here to read more.
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