Management Traditional Marketing Channels Paper

4-1 Discussion

Elizabeth Cerier posted Apr 14, 2022 6:51 PM

Traditional Marketing Channels

I would say that primarily the two forms of traditional forms of marketing channels I have grown up with would be TV and radio. Growing up, we would always watch TV after dinner as a family and you would learn about so many new things via ads. I also have always had trouble sleeping, so at night I would fall asleep watching TV. There are so many products marketed late at night on TV. While either being driven to school or driving to school and work later in life, I always listened to the radio. Even now listening to Pandora, there are ads that try and market different types of products and information. Companies need to be sensitive towards the needs and concerns of the targeted markets and show that you are sensitive to those needs by using their own language, relate to your markets and they will relate to your company (Qubein, 2006).

Baby boomers were born during 1946-1964; at the end of World War II, and as of 2022 range in the ages of 57-75. I would say that for baby boomers, TV sitcoms like Leave it to Beaver were popular among many families in the U.S (McCabe, 2002). TV is a good way to reach baby boomers, millennials, and Generation Z; since TV is pretty much a widely watched past time. Baby boomers are more likely to watch TV over streaming services such as: Netflix, HULU, and YouTube. Radios can provide the public recognition and personal gratification language such as: “You are needed”, “You are important” that baby boomers are drawn to (Williams, 2011). When advertising to baby boomers; Williams (2011), states that boomers prefer open and direct but not controlling body language and communication.

Millennials, also called Generation Y, were born during 1977-1994 and as of 2022 range in age from 25-40. “Generation Y is accustomed to media and TV programs designed for them such as MTV, Maxim, American Idol, Big Brother, and CSI” (Williams, 2011). Millennials are tech savvy and more than likely stream shows via Netflix and HULU; advertising on all platforms and TV would be beneficial for this generation. I was born 1993, so being a millennial, I can attest to the fact that I stream shows over watching live TV as much as I can. I am constantly going, so having the ability to stream is great, without having to worry about missing a show. For this reason, I believe that marketing through radios is beneficial for this generation as well. I constantly listen to Pandora, I heart Radio and Amazon music; in the house, car, working out, and doing homework. I can’t recount how many ads I have listened to and I ended up at least looking it up and sometimes even purchasing it. Having the ease of “taking it with you” is what I am all about; TV, streaming services and music over the radio and streaming services for radio as convenient and make it possible for me to hear about new products no matter where I am.

Generation Z, were born between 1995 and now and are currently in the age range of 10-25. Much like millennials, Generation Z is also tech savvy, however, they spend much more time using technology and the majority of them have grown up with technology in their fingertips (think iPad kids at restaurants). According to William (2011), 72% of 6-to-8-year old’s and 56% of 9–11-year old’s ask their parents to buy them what they have seen on TV commercials. Even further, many of them are aware of how to order things themselves (I know a few too many parents that have had mystery products show up at their houses only to find out their kids opened up the Amazon app, knew how to navigate the interface and placed the order!)

Creative or Innovative form of traditional marketing I’ve come across

One creative form of traditional marketing I have come across personally, is the Rocket Mortgage Ad with Tracy Morgan; “Certain is Better”. In this ad, Tracy Morgan takes this family through different scenarios and he is only “pretty sure” about outcomes and he points out that “certain is better”. I laugh at this ad all the time, and I make fun of some of it and think “I say I’m pretty sure” about things throughout my day. It makes you think about things and makes me laugh at the same time. I have never used Rocket Mortgage, nor am I in the market for a new home; but now when I hear someone say they are “pretty sure” about something, I automatically start replaying that ad in my mind and I smile. Having something stick in your head or a smart jingle this gets stuck in your head and you automatically think of that business first when looking to make purchases. That is the power behind good marketing.

Consumer Research

One idea for marketing using consumer research for the brand is to have a poll for customers to participate in on all of our social media platforms. The poll would host different questions regarding how customers rate/feel about the newly implemented safety procedures on a scale of 1 to 10; which will allow for customers to read up on the newly implemented safety procedures. Another poll could have customers rate how excited they are to return to the parks, this will allow them to see the reopening date and time, as well as all the newly updated information since the incident. Not only will these polls on all of the park’s social media platforms bring in traffic, it allows for direct messaging if there are any questions and allows for the company to communicate with our customer base. Polls will also be done after reopening to see how everyone enjoyed the reopening, did they see the increased security and local law enforcement and EMS, as well as questions regarding parking, food and entertainment. Using consumer research will allow the company to understand if they are going in the right direction when it comes to the safety of our customers and the effectiveness of the park as a whole.

SEO

One idea for using SEO (search engine optimization) to market the reopening, is to utilize the traffic from the park’s social media platforms and provide a coupon for a free food treat once they have completed the polls. This allows for customers to provide their feedback, see the updated safety measures and benefit from both. In addition, offering an incentive not only helps increase participation, it also will help drive traffic to the parks once they reopen to redeem the offer. Showing the coupon codes on the poll sites on the social media posts will allow customers to participate in the polls and then click the coupon link on the same post. Making sure to not overwhelm customers by too many links or too much information will help draw customers into our polls and links as well. Keeping it simple and straightforward can potentially be a benefit in gaining customer foot traffic on reopening day.

References

McCabe, S. (2002). Baby Boomers. Junior Scholastic, 104(17), 10.

Williams, K. C., & Page, R. A. (2011). Marketing to the generations. Journal of behavioral studies in business, 3(1), 37-53.

Qubein, N. R. (2006). 12 Tactics for Greater Marketing Power : Q-briefs: E-reports for Successful Executives. Electronic & Database Publishing, Inc.

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.