Management Creativity and Innovation in Traditional Marketing Paper

4-1 Discussion: Creativity and Innovation in Traditional Marketing

Robin Spector posted Apr 11, 2022 3:21 PM

Appeal of Radio and Print

Baby Boomers

Baby boomers are considered the generation born between 1946 and 1964. They represent almost 76 million people (King, 2018) Although Baby boomers are moving into the later stages of life, they hold a significant amount of wealth in the United States. They are concerned with healthcare and education costs for their kids and grandkids, consequently they are looking for quality and value in their purchases. (King, 2018) They prefer traditional sales channels like radio and print. Using radio to advertise special discounts and print to provide them with coupons will be effective. Radio and Print advertising are preferred over more modern methods, like email blasts, and social media.

Millennials

Millennials are the largest consumer group in the United States. (Kelley,2016) They are born anywhere between 1981 and 1996. Millennials like Gen Yer’s are heavily influenced by people on social media and other digital marketing channels. They have a short attention span and represent one of the most diverse generation groups in history. Print and radio is probably not going to be that appealing unless the message is fast and can relate to organizations or people that the reader or listener already find important. (Kelly,2016

Generation X

Generation X represents 60 million people born between 1965 and 1979.(King,2018) Generation Xer’s do their research prior to purchase. They prefer digital marketing, but radio and print can be appealing as well. Print advertising for a Gen Xer should explain the product in detail and offer comparisons. They like Baby Boomers appreciate coupons something that print can leverage easily. As they are the MTV generation, radio could still be a very popular media consumption point for Generation X and a very powerful marketing tool. (King,2018)

Generation Y

Generation Y is the group born between 1980 and 1996 (like myself ??).(King, 2018) We grew up with 9/11 and the great recession. Interactive advertising is their channel of choice. Radio and print may not be the most successful marketing channels for Generation Y.(King,2018) In my experience as someone who worked in commercial printing for 10 years, Generation Y does see value of that marketing channel as it is so much scarcer than it used to be. A nice, printed catalog does generate return from that demographic due in part to its “retrosness” and easy ability to stand out in a stream of other more popular marketing channels.

Generation Z

Generation Z holds 65.2 million people in the United States. They were born between 1997 and 2015. (King,2018) It is important to note that like Millennials, Generation Z has never known a world with out the internet. They are greatly influenced by social media and use smart phones more then any other generation. They do not look for a deal, but to social media for their next purchase decision. Their response to traditional marketing channels like radio and print is likely to be low. How ever their response to streaming radio (Spotify, Pandora, Etc..) could provide great returns if the message is fast enough and speaks to popularity rather than to discounts (King,2018) Print advertising is most likely not going to be very impactful except for the potential “retro” factor.

Personal Creative Marketing Example of Radio and its impact on my purchasing decision.

My example for radio is really going to make me sound very old. I am an avid listener of NPR and have been for many years, since I was 10 years old (mainly due to car talk!). When I was a kid their fund drives didn’t include many give aways or rewards, not like today. I find their new style of fund drive very innovative. They basically give the listener a choice, they start with a much shorter schedule and say if they reach their numbers each hour and day that the fund drives will be limited to a week. They also allow for automatically renewing member ships to help reduce the number of fund drives per year. To me that is blending traditional marketing with new technology creating a synergy that gets people to donate money, so they don’t have to hear more then a week of the fund drive!

When NPR first started shorting their drives and making it clear that the faster, they collected money the faster programing would get back to normal I started donating. When NPR made it so I could just setup a perpetual membership and not have to call in, write in or go to a website, I immediately signed up for it. Now when the fund drive comes along, I listen to a book on tape for a week on my drive to work until its over! So, it directly impacted my purchase decision facilitating the purchasing behavior they were looking for!

Personal Creative Marketing Example of Print and its impact on my purchasing decision.

As I previously mentioned I worked in commercial print as well as folding carton packaging for many years. I have seen literally thousands of different types of print advertising from community phone books to wide format used in billboards. Time and time again the print advertising that consistently makes me see value and want to buy a product is that of Apples packaging. As simplistic as it is, the feel and look of their boxes, manuals and other print ads conveys value to me and helps solidify my decision to continuously purchase their products! To not sound like a broken record in these discussions around Apple I’ll mention another impactful add piece that I ran across the other day. I recently received a print add from an add agency in which the paper was made with seeds kind of mixed in. Their slogan was something like “we will grow your business” and the add suggested I plant the paper outside, and a pine tree would grow from it. I thought that was interesting, I did not however contact the company for their services. The premise was creative, but it didn’t make me want to buy anything from them.

Top ideas to be considered for marketing the park

SEO

SEO or search engine optimization includes words, phrases and even articles that are designed to rank higher in search engines like google and Bing. (Pollitt, 2020) SEO can be configured to benefit any part of the sales funnel. That is from awareness to purchase. It would be my suggestion to us SEO to prompt interest and consideration as most people know about the park but may not know why they should visit and to consider our price point and other offerings to sway that design. A write up that was SEO friendly could push them in that direction.(Pollit,2020)

Consumer Research

For consumer research I had to look up a few articles to understand exactly what this course was looking for in reference to the term “consumer research”. I found an interesting article that explained it well enough. I do not see how ever where our provided research material really goes into detail on the subject. If someone could point me in that direction I’d appreciate it!

Consumer Research: Examples, Process and Scope | QuestionPro

Consumer research is when we take target customer data and use that to determine their motivation for specific purchase behaviors. (Consumer Research, 2021) In the case of the theme park, my recommendation would be to target customers that with families and determine what makes them choose our destination over other family friendly establishments.References

Consumer research: Examples, process and Scope. QuestionPro. (2021, June 10). Retrieved April 11, 2022, from https://www.questionpro.com/blog/consumer-research/#:~:text=What%20is%20Consumer%20Research%3F,create%20detailed%20purchasing%20behavior%20profiles.

Pollitt, H. (2020, March 3). What is a customer journey & why does it matter for seo? Search Engine Journal. Retrieved April 11, 2022, from https://www.searchenginejournal.com/customer-journ…

Kelley, K. (2016). Multi-Generational Marketing: A Must For Any Brand. Brand Quarterly, 21, 54–58.

King, P. (2018). Target different generations in your marketing. Wyoming Business Report, 19(3), 3–19.

King, P. (2018). Target different generations in your marketing. Wyoming Business Report, 19(3), 3–19.

In response to your peers, address the following:

Compare your views on the appeal of traditional marketing to various audiences. How do they differ from your peers’ views? How are they the same?

Compare your views on the importance of creativity and innovation in traditional marketing. How do they differ from your peers’ views?

Respond to the top ideas of your peers for consumer research and use of SEO. What are the pros and cons of each idea from your point of view and research?

For your initial post, do the following:

Write a post of 1 to 2 paragraphs.

Demonstrate more depth and thought than saying things like “I agree” or “You are wrong.” Guidance is provided for you in the discussion prompt.

Consider content from other parts of the course where appropriate. Use proper citation methods for your discipline when referencing scholarly or popular sources.