Core Concepts of Marketing

46 CHAPTER 2 UNDERSTANDINGAND APPROACHINGTHEMARKET

4. Selectoneormoresegmentsastargetmarkets(e.g.,neophytephotographers,frus-
   tratedwithneccessaryadjustmentsfora35mmcamera,incomeof$35,000ormore,
   family,between25-45yearsofage,male).


5. Developappropliateactionprogramstoreachtargetsegment(s)(e.g.,priceat$350;
   distributethroughdiscountstores, camerastores,anddepartmentstores;promote
   throughTVandmagazineads).Thistypeofeffectiveactionprogramisdemon-
   stratedintheNewslinethatfollows.

NEWSLINE:YOUTHSEGMEIV7S

Ittakesmorethanjusttraditionaladvertisingtoappealtotheever-

elUSiveteenagemarket.Onecompanythathasdiscoveredtheright

formulatoreachthisgroupisHighFrequencyMarketing(HFMJ,a

yout hmarketingfirmfoundedbyRonVos.Sinceitsinceptionin

1995,HFMhasgrownsignificantlyintermsofcross-industryreach,

marketingnetwork,andrevenue(whichhastripledinthepasttwo

years).Vasattributesthecompany'ssuccesstoitsunconventional

pfOmotionalcampaigns.

Asayouthmarketingstart-up,Vas'senergieswereinitiallyfocused

onthemusicindustry.Heappealedtohistargetmarketof12-to26-

year-aidsbyusinggrassrootsmarketingeffortsandspecializingin

"takin'ittothestreets."Backin1995,streetmarketinghadnot

becometheclichethatitisnow. Yet.Vas'skeytosuccessisthe

adaptabilityofhisfirmtoyouthcultureandtechnology.Ashelikes

t osay,"Assoona s amarketingconceptbecomesm2instream, it's

history,"

Whenaskedtopinpointabreakthroughcampaignforhiscom-

pany,VosimmediatelymentionsTheWeddingSinger.HiredbyNew

LineCinemain 1998 ~opromotethefilm,HFMdevelopedtheconcept

ofa"karaokejamcontest"inthemallsof 24 cities Thecampaignwas

immenselysuccessful,openingdoorsforHFMtothewholeentertain -

mentindustry.

Anothersuccessfulcampaigntookplacein2000,whenFood.com

approachedHFMwiththeconceptofpartneringwithSecondHarvest

(anationalfoodbank)tosponsoranationalfooddriveoncollege

campuses,usingtheincentiveofawardingthecampusthatcollected

themostfoodatabigconcert.HFMhadtogobacktothecompany

andsaythat"youcanputacarrotontheendofastick,butthestick

can'tbetoolang."Inotherwords,Food.comneededamoretangible

campaign,somethingwithinstantfeedbackto"show(thestudents)

thatit'sreal,thatit'sth~re."Vosandhiscreativemarketingteam

cameupwithacompilationCDentitled"Music 4 Food,"whiChwas

distributedfreeofchargetostudentswhodonatedfood(theyalso

receivedatickettoanearbyconcert).

Sources:DebraGoldman. "S&SrMarketstheTriedandTruetoTeenBoys:

Misogyny,"Adweek,Ma y15, 2000 ,p.24;JinneferGilbert,"NewTeenObses-

sion,"AdvertisingAge,February14, 2000 ,p .38;ChrtstinaMerrill,"The Ripple

EffectReachesGenY."AmericanDemographics,November1999,pp. 1 5-16 ;

LaurenGoldstein,''TheAlphaTeenager,"Fortune,December20, 1999 ,pp.

201-203.