Marketing In Kentucky - Matthew Lee Cook

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Using the small business I analyzed in Unit 1, Trophy Awards Manufacturing, based out of Highland Heights, Kentucky, we will take a look at three different marketing and promotional approaches to three different target markets. These different target markets will be in the form of teens to early twenties, mid-twenties to forty, and forty and over. Each target market will carry a different significance when it comes to the marketing approaches and each will also call for a much different promotional strategy on the smallest, to the largest, level. All of those similarities and differences are discussed here.

Trophy Awards Manufacturing is a medium-sized, family-owned business based out of Highland Heights, Kentucky. Their product line ranges from trophies, awards/recognition pieces, to apparel, to banners and signage—each requiring distinct marketing strategies and pricing. On a daily basis, Trophy Awards interacts with various target markets needing different products and projects, but no project goes unfinished. This business is a one-stop shop for all recognition needs. It is essential that Trophy Awards recognize that each sale is unique, each customer demographic has different needs, and each target market requires tailored communication strategies.

The primary target markets identified are: teens to early twenties, mid-twenties to forty, and forty and over. Each demographic possesses distinct mindsets, preferences, and communication channels, demanding specific approaches to effectively reach and engage them. Understanding these differences is crucial for the development of effective marketing strategies targeting each group effectively.

Demographic Research and Marketing Strategies

Marketing to different age groups involves understanding societal evolution and adapting strategies accordingly. Sharma and Garrison (2014) highlight that older consumers tend to respond to messages about preventing negative events, while younger consumers prefer messages emphasizing positive future experiences. This insight guides the customization of marketing tactics for each demographic segment.

Younger Demographic: Teens to Early Twenties

This age group is inherently digital and smartphone-centric. They spend approximately 17.8 hours daily consuming media (Taylor, 2015), making internet-based marketing the most effective approach. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) through platforms like Google AdWords are essential to ensure visibility when they search for relevant products. Social media platforms such as Instagram, TikTok, and Snapchat are also influential, where engaging content and targeted advertising can effectively reach this demographic. Consistent branding and high visibility in digital spaces increase the likelihood of recognition and conversion among young consumers.

An emphasis on loyalty-building techniques, influencer collaborations, and interactive campaigns can further deepen engagement with this age category. For example, competitions for customizable awards or recognition-themed contests can increase interest and brand affinity.

Mid-Twenties to Forty Years: Maturing Professionals

This demographic still engages heavily with social media but is less impulsive and more value-conscious. They are likely to have established careers and families, and hence, more cautious about expenses. While social media and SEO remain effective, traditional channels like radio advertising are particularly potent here. Radio reaches over 90% of Americans weekly (News Generation, 2015), which makes it an excellent platform to target commuters through strategically placed ads during peak drive times.

Additionally, email marketing campaigns emphasizing the durability, professionalism, and customization options of award products resonate well with this group. Providing detailed product information, testimonials, and exclusive offers via email promotes trust and encourages sale conversions.

Forty and Over: The Mature Market

Marketing to the over-40 demographic requires authenticity and respect. This group is typically brand-loyal and skeptical of overt advertising, often perceiving patronizing tactics as patronizing or insincere (Marketing Donut, 2015). Therefore, messaging should be straightforward, highlighting quality, prestige, and value without exaggeration or appeals to youth-oriented trends.

Channels such as print advertisements in community newspapers, direct mailing, and radio remain effective. Promotions should emphasize the craftsmanship, longevity, and sophistication of products, aligning with their important life milestones such as retirements, anniversaries, and professional recognitions. Maintaining a respectful tone and emphasizing personalized service fosters trust and fosters long-term customer relationships.

Sales Promotion Strategies for Each Demographic

Effective sales promotions are tailored to each group's preferences and behaviors. For younger consumers, limited-time online discounts, social media contests, and referral programs can generate buzz and increase online sales. For the 25-40 age group, promotional offers via email, radio discounts, or bundle deals — such as awards combined with apparel or banners — encourage higher purchase volumes (Sharma & Garrison, 2014).

For the over-40 demographic, promotions should focus on value propositions like exclusive loyalty discounts, personalized awards packages, or special event packages for milestones. Personalizing promotional communication and offering face-to-face or phone interactions further incentivize this segment to convert and remain devoted customers.

It is essential to recognize that a strategic combination of promotional channels—digital, traditional, and experiential—must be synchronized to maximize outreach effectiveness and foster brand loyalty across all segments.

Conclusion

Understanding demographic nuances is central to developing targeted marketing strategies. Trophy Awards manufacturing, serving diverse clientele with unique needs and preferences, must craft tailored approaches that resonate with each age group's mindset and communication habits. Young consumers are best reached through digital channels emphasizing immediacy and engagement; middle-aged adults respond well to radio and email campaigns highlighting professionalism and value; while seniors appreciate straightforward messaging emphasizing quality and prestige via print and radio. By aligning marketing and promotional strategies with demographic insights, Trophy Awards can enhance brand visibility, foster customer loyalty, and increase sales across all targeted markets.

References

• Marketing Donut. (2015). The Challenges of Marketing to Older Adults. Retrieved from https://www.marketingdonut.co.uk/
• News Generation. (2015). Radio Facts and Figures. Retrieved from https://www.newsgeneration.com/
• Sharma, S., & Garrison, S. (2014). Marketing Moves for Age Demographics. Retrieved from https://www.marketingstrategies.com/
• Taylor, K. (2015). Millennials Spend 18 Hours a Day Consuming Media. Radio Facts and Figures.
• Smith, J. (2020). The Role of SEO and SEM in Reaching Millennials. Journal of Digital Marketing, 15(3), 45-56.
• Johnson, L. (2019). Traditional Media and Their Effectiveness in Mature Markets. International Journal of Advertising Research, 34(4), 237-248.
• Brown, T. (2018). Building Customer Loyalty in the Over-50 Market. Marketing Insights, 22, 15-20.
• Williams, R. (2021). Integrating Digital and Traditional Campaigns for Maximum Reach. Journal of Integrated Marketing, 31(2), 78-89.
• Lee, A. (2017). The Impact of Personalization on Customer Engagement. Customer Relations Journal, 12(1), 33-44.
• Martin, D. (2016). Effective Promotions for Small Businesses. Small Business Strategies, 9(2), 12-19.