NPNG Ad Muscle Marketing Campaign Presentation
-
Upload
laura-whited -
Category
Business
-
view
454 -
download
2
description
Transcript of NPNG Ad Muscle Marketing Campaign Presentation
Target Market
Is there an actual Gay Market for NPNG?
• Gay men with focus on specified concentrations of gay communities in US Metropolitan Areas
• 600,000 same-sex HH (Census 2000)
Target Market
• Highest buying power per capita of any minority group– 2003 Estimated Buying Power: $485 billion
– 2005 Estimated Buying Power: $610 billion
• Large market with dual-income lifestyles = high discretionary spending
Consumer Profile
Meet Steve
Target Audience
• Generation X (26-39)• White, gay men• Geographic focus by metropolitan cities
Target Audience
Highest percentage of men participating in the Census were in the Generation X Ranges.
Target Audience
• $45,000 Annual Income ($90,000 Dual Income) + no children = High Discretionary Spending for NPNG
• Most Active DVD Purchasers
Objectives
March 13 – May 2• Awareness• Purchase Intent (Sales)• Action • Profit
Public Relations
• Cruise Sweepstakes• Press Releases
– Entertainment editors– Print publications
Indoor Advertising
• Gay Venues– Bars– Clubs– Hangouts– Cafés/ Restaurants
Indoor Advertising
• Gyms– Gay and straight ads
– Posters – T-shirts
Nontraditional Advertising
• Starving Artists– Sand– Graffiti
Online Advertising
• Internet• AdWords• Zigbar’s Blog
Budget
Conclusion
• Target Generation X, white, gay men• High disposable income• Geographic focus on 8 highly gay concentrated cities
• Support AIDS and cruise sweepstakes• Zigbar’s blog and gay venues/ websites
• Run concurrently with mainstream campaign
Nothing is stronger than the mind.