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We all need to be reminded of the obvious
01 Mar 2008
It wasn’t that long ago that this was restricted to people in their teens and twenties. Guess what - they are the same people. In other words they are not changing their information sources as they get older and this is of significant importance to PR and advertising and will have an impact on how we all plan our marketing campaigns in the future.
While the majority of boat purchases will normally be made by people in the 30+ age group and well beyond, you can see that online PR and advertising will move from 'important' to 'extremely important' in the not too distant future as this Internet savvy group of people not only gets bigger, but also gets older.
When briefing a PR company or the person responsible for PR in your organisation, it's worth taking a closer look at who you sell to, and who you want to sell to. Only by knowing your existing and potential markets can you seriously devise a plan to influence them.
Looking at this recent research, if online media is omitted from your plan you can guarantee you are failing to reach a large proportion of mid-thirties boaters. You may think you know your media and you have been good mates with the advertising manager for Sailing Weekly for 10 years but in that time the market has changed dramatically and will continue to do so.
So the advice is; take a fresh look and widen your market opportunities and make sure your mate at Sailing Weekly includes you in his online media options.
