Memo on the Advertisement Campaign Targeting Phones of Male Shoppers
Advertising is an essential requirement for an organization in the contemporary scenario. This has been necessitated by the increasing competition between organizations for the market share. Despite traditional advertisement approaches being popular in the current scenario, creative advertisement approaches are being utilized to ensure that the target market is influenced to favor certain brands. This has been the case with the current advertising drive of old navy, whereby, the company decided to replace the traditional approach of using the television as the advertising media, in favor of revolutionary technology involving on-line videos. Another notable feature of the campaign is that the advertisement targeted the male gender of ages between 25 and 35 (Marketing Vox, 2011). This unconventional and innovative approach had a significant impact on the volume and market share of the organization. In order to determine the impact of the approach, it is essential to analyze the rationale and the outcomes of the campaign for the organization.
The campaign was gender specific. This meant that it targeted the male gender in the age bracket of 25 to 35. It is essential to determine the rationale behind this choice and the feasibility of the approach in increasing the market share of old navy among this demographic. The choice for the target audience was feasible according to research, that stated that men are likely to respond positively to gender specific advertisements, as compared to neutral ones. This turns into increased volumes, that increases the bottom line. Women have been cited to respond less as compared to male counterparts to gender specific advertisements (Marketing Vox, 2011). This made the targeting of the male demographic beneficial approach striving to increase profits and market share. In addition, the market has depicted an increase in the male apparel sector, which turns to market potential. There has been an increase of the metro sexual males in the market. This has increased demand for fashionable apparel for this market. This market segment is mostly observed in the middle and upper income categories hence providing the company with a lucrative market. The potential observed in the male market has provided a timely avenue for the store to increase its market and consequently the bottom line. Therefore, the rationale to target the male, market is not only sustainable, but it is progressive and economically feasible for the company.
The decision to choose the unconventional avenue of video campaigns using the mobile media was a risk. This is because there are several assumptions concerning the behavior of the male gender from the identified demographic on their mobile phones. Some of the assumptions, which were made to this effect include that the men would be receptive to the gender specific advertisements, that they will access through mobile media. It was also assumed that men spend more time with their mobile phones as compared to the television; hence they will access the advertisement more frequently and easily. The campaign team also expected that the gender specific advertisements will be engaging to the men and will turn to sales. The target market would revisit the advertisement site and consequently visit the old navy shops for purchases. Individuals have embraced technology in the contemporary scenario (The PR Factor, 2012). Phones have evolved to become more than gadgets for making a call and sending texts. The phone has become an avenue for accessing information development that is replacing the mandate of the traditional media. With this consideration, the marketing team made the assumption that the target segment used phones for research and that they are interested in accessing advertisements through their phones (Marketing Vox, 2011). These assumptions and the potential benefits of the advertisement encouraged the unique and adventurous direction observed in the advertisement. Despite these assumptions, it is essential to research on the viewing habits of this demographic when a similar approach is preferred.
As was previously mentioned, the campaign strategy was unconventional and creative. Despite the brave approach, the advertisement drive was successful and impressive. This conclusion is made after considering several aspects of the campaign. The avenue of targeting phones ensured that the target market accessed the advertisement. This was beneficial since most of the target market was engaged in the campaign. The gender sensitive approach was also instrumental in ensuring growth in the targeted segment. Humor was a characteristic of the campaigns. This was beneficial since the audience was captivated by the advertisements making them aware of the products and offered an old navy (The PR Factor, 2012). This is, however, risky since the target audience may dismiss the advertisement as a jest. The advertisement can be modified to include realistic concepts making the advertisement credible.
The recent advertisement campaign was creative. This approach is commendable since it is consistent with the organizational objectives of growth in both profits and market share. However, the viewing habits of the male demographic should be researched more. In addition, realistic should be incorporated into the advertisements in order to make them more credible and memorable. Despite these remarks the idea is effective and relevant for the company.
References
Marketing Vox. (2011). Want to reach male shoppers? Target their phones. Retrieved on January 8, 2013 from.
<http://www.marketingvox.com/want-to-reach-male-shoppers-target-their-phones- 049435/?utm_campaign=rssfeed&utm_source=mv&utm_medium=textlink >
The PR Factor.(2012). Behind the Campaign: Old Navy Goes After Men in New Ad Push. Retrieved on January 8, 2013 from
< http://adage.com/article/news/navy-targets-campaign-men/228051/>
