BMGT 205 Assignment #3: STP

In chapter 9, we are going to take a deeper dive into STP and it’s importance to the overall marketing equation.  Remember,

S: Segmentation

T: Targeting

P: Positioning

This subject matter is often learned best when we apply it to a real company.  For this assignment, we are going to look at a local company called 4Moms.

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Take some time to take a look at this company and the products it makes.  Based on our topics from chapter 9, please answer the questions below:

1. What do you feel are the different segments that 4Moms would appeal to?  What would the best approach to segment their potential customers be (geographic, demographic, psychographic, behavioral, benefits) in your opinion?  Why?

2. As a lead marketer for 4Moms, who would you choose to be your primary target market?  Why?  Would you have a secondary target market?

3. Before you launched to the target market, how would you position the 4Moms brand and products to your desired target market?  Do you think 4Moms does this already?

Assignments due in the comments section before 2.24.14.

Chris Lovett

Career Advice: Ignore Everything Everyone Ever Told You

On test one, I gave the example of Gary Vaynerchuk as an example of a sensor in regard to personality types.  Gary is an industry leader and thought leader because he hustles and is not afraid to say what he believes.

gary-vaynerchukAs a college student nearing the end of your college career, you have probably received a ton of advice – from your parents, teachers, advisers, etc.  Gary’s advice is to ignore a lot of the advice you have received.  In his speech to NYC interns, he delivers a 20 minute career presentation that probably is unlike any advice you have ever been given.  Take a look at the video, and ask yourself a few questions:

1. Do you agree with Gary’s advice and positioning for soon to be graduates?

2. Do you think you have been given bad advice in the past in regard to your career and your future?

3. Did the video change the way you think about your future career and goals?  Why?

4. What are your career goals?  What do you want to achieve in the next 3-4 years?

Leave comments below and we can discuss next class.

Chris Lovett

The Classroom of Tomorrow is Everywhere

This past Sunday, a group of Point Park instructors collaborated with  a professor at Slipper Rock University and others in the social media community to hold a live twitter chat during the Super Bowl.   With an event like the Super Bowl, we felt that it was a great opportunity to have a marketing and social media discussion in real-time.  The goal was to create lively discussion and allow our students to interact with us as well as each other as they viewed one of the marketing events of the year.

Teaching and learning, in my opinion, is not restricted to a classroom for a set period of time.   When studying a field like marketing and social media, learning in real-time helps the students understand marketing and social media, and how they are applied in real situations.  I am not a fan of marketing or social media books, because they are out of date as soon as they are printed.  A collaboration, however, happens in real-time and I believe sticks with the students longer.

So how did the event go?  Did students interact with each other?  Did we learn anything?  Yes.  Yes.  And yes.

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Using the twitter hashtag #sbmktg101, the discussion generated over 1 MM impacts, 200 people contributed, and reached over 251,000 unique people.  Not to bad for a collaboration between two small schools in western PA.  If you are afraid your students are not willing to interact and learn on a Sunday when they are not in school, the stats above say differently.

Just how far did the discussion go?  Our discussion was retweeted by Fred Graver (@fredgraver) Head of TV at Twitter.

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And this discussion was a lot more than just a few people contributing.   Over 55 people tweeted more than 6 times during the event.

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And contributions varied, but overall were well represented by students in on the discussion.  Some of my students never tweeted before this event, but contributed and shared throughout the night.  I actually tweeted TOO much – my account was locked for most of the 4th quarter!

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Some examples of the live discussion (A small sample – the discussion included professors, Pittsburgh agencies, and students).

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To see the full discussion, visit http://www.twitter.com/search and plug-in the hashtag #sbmktg101.

My final take aways from the discussion:

1. I am not a social media manager by trade, but developed the strategy and managed the discussion.  THIS WAS NOT EASY.  I have a new-found respect for social media manager – you women and men are rock stars.

3. My pick for best ad in the Super Bowl?  The Budweiser #bestbuds spot.  Why?  It was ‘sssssscute!

4. My pick for the worst ad in the Super Bowl?  The Budweiser #bestbuds spot?  Why?  I think it will not appeal to their target market (men) and drive beer sales.  Budweiser is focused on the promotional era of marketing, and should really focus on the Product portion of the marketing equation, to address lost sales to craft beer makers, etc.  We love puppies, but we love good beer even more.  But heck with hit – lets watch it again!

5. Best Social Media Interaction: Tide.  Tide responded in real time to other brands ads using Vine.  It was a great approach, and P&G did not have to spend $4 MM on an ad – but just respond to them like we all were anyway.

Tide Goldie Blox Vine

6. My runner up best ad goes to Goldie Blox.  Great music.  Great message.  Great overall concept to help girls reach their fullest potential and break the existing pressure to act in certain ways.

….and shout out to Toys R Us for showing us Targeted Marketing, while not as flashy, might matter even more (Event tie-in, featured product, clear call to action).

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7. Thank you to everyone who joined the discussion to make it a success, especially the following:

Douglas Strahler, Professor of Communications at Slippery Rock University, @profstrahler

Christina Morgan, Professor of Communications/Social Media at Point Park University, @christinamorgan

Deanna Ferrari Tomaselli, Social Media Manager at Rue 21, @dferrari

Patty Swisher, Professor of Communications/Social Media at Point Park University, @pmswish

Garrett Green, @garrettgreen – for hashtag usage.

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8. Never stop learning.  Never.

Chris Lovett