M. Carmichael's BUYographics: How Demographic and Economic Changes Will PDF

By M. Carmichael

ISBN-10: 1137278633

ISBN-13: 9781137278630

ISBN-10: 1137510277

ISBN-13: 9781137510273

ISBN-10: 1791871992

ISBN-13: 9781791871994

Buyographics follows 11 American households and explores how their lifestyles judgements impression client habit. this isn't only a information ebook, simply because each one of those numbers - in datasets huge and small - is an individual. As you learn their tales, traits come to existence and supply a better knowing of ways to arrive your target.

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Additional resources for BUYographics: How Demographic and Economic Changes Will Reinvent the Way Marketers Reach Consumers

Sample text

Finally, they produced what is considered a low-budget campaign for this brand—they flew nearly the entire population of the small town of Cranfills Gap, Texas, to Las Vegas and filmed what amounted to a reality show about the experience. Many of the residents hadn’t had a vacation in years, in some cases ever, and many had never left their county. Their reactions to being set loose on the strip ranged from excited to very, very excited. The Changing Middle Class 25 The earned media from that campaign helped the Authority stretch its budget.

We can accommodate families, but we don’t target them. ” 26 BUYographics Big Data, Small Stories At the city level, Las Vegas has found a solid mix of marketing tactics to draw in more visitors. It uses demographic data to craft messages that will resonate with the changing middle class and is able to quick test different messages and rapidly assess the effectiveness of campaigns. If more bodies arrive and book hotels, the Authority is doing something right. Creating advertising that stresses “value” and gives permission for consumers to find some affordable entertainment and blow off some pent-up steam seems to be working as visitor volume continues to rise.

In watching the spots over the years, I was struck by the contrast of the pre-recession and post-recession spots. “Pre-2008, our ‘Cursor’ campaign was focused on building the necessary sort of assets . . and how to translate those assets into an income that will last up to thirty years. There was much more cause for optimism and people were concerned about retirement income,” said Mr. Bacharach. 38 BUYographics The spots show Boomers having these conversations play out via text messages and online chats, which was very calculated, based on John Hancock’s research.

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BUYographics: How Demographic and Economic Changes Will Reinvent the Way Marketers Reach Consumers by M. Carmichael


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