In marketing, the use of segmentation is a popular concept that provides a link between direct marketing and promotional strategies. There are two common bases involving segmentation. These two bases are state-of-being and state-of-mind. State-of-being focuses on the demographics that consist of seven categories: geography, age, income, education, gender, sexual orientation, and race and ethnicity. State of mind is different because it focuses on the psychographics and assumes that consumers can be divided by personality traits, lifestyle characteristics, and preferences. One approach to finding the state-of-mind is by using a VALS assessment. This assessment identifies eight segments: innovators, thinkers, achievers, experiencers, believers, strivers, makers, survivors. Between both state-of-being and state-of-mind, a marketer is able to appropriately and strategically identify the target audience and the appropriate way to market their product to that audience.
There are many examples of these segmentations being used, but there are two I will specifically discuss in this post. The first one is a print ad by Gatorade. In this ad there are different athletes who are involved in a verity of different sports.
As you can see there is a basketball, baseball, football, NASCAR, and tennis player who are all under the Gatorade logo. Since they use a diverse group of athletes, they can reach a wider range of customers. This advertisement also seems to target a younger audience who may look up to these famous athletes as role models. Income is another factor that many marketers take in account, however, I do not believe it is targeted in this ad. Gatorade is just as expensive as any other drink, so they are most likely not trying to financially persuade their customers to pick their products over competitor’s products. They also do a good job involving a variety of different races/ethnicities. However, I do not think it was good that they only used one female athlete out of five total athletes. They also could have positioned her in the middle so the advertisement would seem more gender balanced. State-of-mind is also useful in this advertisement because they can create a type of loyalty between the customers and their product. If this loyalty is created, then the customer would most likely always buy the product before games and practices.
The second advertisement I chose is by Nike. It is a black and white photo of LeBron James. Although there is no recorded date, I am assuming it was soon after the Cleveland Cavilers beat the Golden State Worriers in the NBA championship series.
Although this photo has a much simpler dynamic, I believe it is conveying a strong message. LeBron is looked at as the greatest player of our time, however a lot of people did not believe the Cavs would beat Golden State, especially when they were down in the series 3-1. So, when they made a comeback the emotion it brought was very strong. That’s why the slogan above LeBron “we are all witnesses” is greater and more emotional to Cleveland fans than what is may seem to non-Cleveland fans. This advertisement also seems to be targeting more male basketball players/fans in general. However, you may not be a fan of Cleveland, but you may respect LeBron James as an individual player. So, this advertisement can reach to those individuals who just like him as an athlete and not for the team he is on. Also, Nike used a subtle approach by only advertising their logo towards the top. This is a good approach because it gives recognition to the company without taking away from the overall message of the ad. I believe this advertisement is good and persuasive because it creates an emotional bond between the brand and its customers on a different level than jus loving their clothes. To me, it seems like Nike is creating an emotional bond that incorporates emotions like pain, heartache, happiness, failures, success, etc.
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