MCE/MCE+1 – Blog Post Prompt – Tuesday July 23, 2019 – Advertising +/-
Your Name: Connor Damon
Positive Advertising Experience in a Targeted Market Segment: Similar to my Lady GaGa “Something about my cool Pittsburgh guy….” example, describe a time when an advertising campaign did a compelling job appealing to you as a member of a targeted market segment.
Earlier this year, HBO released the final season of one of the most popular shows in TV, Game of Thrones, and to capitalize on the excitement, Oreo released a limited-edition cookie with select Game of Thrones logos and designs on the cookies. I, being both an avid GOT and Oreo fan, was successfully lured into spending my money on more than one package of limited-edition Oreos. This is a perfect example of appealing to me as a member of the GOT fanbase, by combining my favorite cookie with my favorite show, creating the perfect snack to sit and watch the show with on Sunday nights.
Negative Advertising Experience in a Targeted Market Segment: Similar to the creeped-out reaction I am having to the LenCrafters’ office sending me a fake optometry appointment notice for August 6, 2019 (which is actually an attempt to target me as a returning customer segment of the LensCrafters in Ross Park Mall), describe a time when an advertising campaign really missed the mark while trying to appeal to you as a member of a targeted market segment.
One of the best examples of a time a marketing campaign pushed me away from something was during the college admissions process, when colleges would send multiple emails a day in order to contact me. Receiving email after email everyday from colleges that I had never heard of and had not even considered frustrated and annoyed me. The constant spamming of promotional emails is a very good example of a marketing technique gone wrong, as instead of drawing me in, it forced me out.
Other Examples Like This?: Based on our review of market segmentation and your examples of positive and negative experiences in target market campaigns, how will you approach market segmentation in your future professional roles?
Regardless of whatever role I have in my future, I will always have to consider the customer base and customizing my service to them. One way that I can reach my target audience is by partnering with another company, like HBO did, in order to reach a broader and more loyal fanbase, so that I can expand my business ventures. Likewise, a technique I will be sure to avoid is constant contact with my customers through promotional emails and mails that my customers are likely to delete or throw out.