NPNG Ad Muscle Marketing Campaign Presentation
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Transcript of NPNG Ad Muscle Marketing Campaign Presentation
![Page 1: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/1.jpg)
![Page 2: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/2.jpg)
Target Market
Is there an actual Gay Market for NPNG?
• Gay men with focus on specified concentrations of gay communities in US Metropolitan Areas
• 600,000 same-sex HH (Census 2000)
![Page 3: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/3.jpg)
Target Market
• Highest buying power per capita of any minority group– 2003 Estimated Buying Power: $485 billion
– 2005 Estimated Buying Power: $610 billion
• Large market with dual-income lifestyles = high discretionary spending
![Page 4: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/4.jpg)
Consumer Profile
Meet Steve
![Page 5: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/5.jpg)
Target Audience
• Generation X (26-39)• White, gay men• Geographic focus by metropolitan cities
![Page 6: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/6.jpg)
![Page 7: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/7.jpg)
Target Audience
Highest percentage of men participating in the Census were in the Generation X Ranges.
![Page 8: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/8.jpg)
Target Audience
• $45,000 Annual Income ($90,000 Dual Income) + no children = High Discretionary Spending for NPNG
• Most Active DVD Purchasers
![Page 9: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/9.jpg)
Objectives
March 13 – May 2• Awareness• Purchase Intent (Sales)• Action • Profit
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Public Relations
• Cruise Sweepstakes• Press Releases
– Entertainment editors– Print publications
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Indoor Advertising
• Gay Venues– Bars– Clubs– Hangouts– Cafés/ Restaurants
![Page 12: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/12.jpg)
Indoor Advertising
• Gyms– Gay and straight ads
– Posters – T-shirts
![Page 13: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/13.jpg)
Nontraditional Advertising
• Starving Artists– Sand– Graffiti
![Page 14: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/14.jpg)
Online Advertising
• Internet• AdWords• Zigbar’s Blog
![Page 15: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/15.jpg)
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Budget
![Page 17: NPNG Ad Muscle Marketing Campaign Presentation](https://reader035.fdocuments.us/reader035/viewer/2022070321/558bfdd8d8b42ae97e8b461f/html5/thumbnails/17.jpg)
Conclusion
• Target Generation X, white, gay men• High disposable income• Geographic focus on 8 highly gay concentrated cities
• Support AIDS and cruise sweepstakes• Zigbar’s blog and gay venues/ websites
• Run concurrently with mainstream campaign
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Nothing is stronger than the mind.