Planning…and a New Target Market

I came across this article—the NFL is planning a big marketing campaign geared towards female fans. I like this article because it shows something that I speak about often with clients and potential clients…planning.

In a nutshell, successful marketing takes planning…specifically…a marketing plan. Too often, I hear an owner of a business say that they do not have a plan or they have not planned a budget for marketing. When you do not plan, you are not giving thought to things like your current target market or even, a new target market.

This article shows the NFL looking at a new target audience (not that female NFL fans is a new thing) and putting money and resources specifically in a marketing campaign to this new target market. They are not giving numbers in this article but they do say that their women’s apparel sales have doubled since 2004.

The point I am trying to make here is this—the NFL is looking at a segment of their business that has already doubled in the last 6 years and trying to find a way to improve that number. If they didn’t have a plan, they would never have uncovered this market for incremental sales. Planning is SO important. Having a marketing plan is crucial. This article is only talking about one area of the NFL’s overall business. Planning is essential for so many more aspects of your business—really all aspects of your business. Planning gives you the proper overall “look” at your business and you efforts will be most effective as a result.

Read the article at: http://www.azcentral.com/arizonarepublic/business/articles/2010/09/27/20100927biz-nflwooswomen0928.html

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About Anna Brice, Pinnacle Peak Marketing

I am an Independent Marketing Services Provider and Principal of Pinnacle Peak Marketing. Pinnacle Peak Marketing provides companies, small and large, the opportunity to utilize a reliable outsource marketing resource and take advantage of the flexibility of the full menu of marketing services we provide. Clients can pick and choose the precise services they require and only contract for those specific services. This is what I refer to as On-Demand Marketing Services. Our work includes long and short-term projects or can be done on an hourly, retainer or project-by-project basis. I am a marketing professional with 13 years experience in the travel industry and 11 years in marketing. My past experience includes marketing management roles at Sony Electronics, Fujifilm and GoDaddy.com. I have worked in every level of marketing and the experience at each level has served me well. I continue to learn and in marketing today, the changes are so swift and dramatic, that one must continue to learn in order to survive and thrive. I work with a group of professionals and we work together and separately and are able to provide a wealth of knowledge and resources as a combined group. My husband, Ed and I also have two vacation rentals in Scottsdale and one vacation rental home in Edgartown- Katama in Martha’s Vineyard. We rent these properties through our company, BREO Vacation Rentals (www.breovacationrentals.com). It is great fun and we have been very lucky with great renters. We have had only one bad experience, so we really can’t complain. We have been very lucky to get many repeat renters (all of our properties now have had repeat renters), so we feel like we must be doing something right. We do try hard, that’s for sure. I am never far from marketing, between Pinnacle Peak Marketing and BREO Vacation Rentals. I enjoy it, love it and have a goal to help companies grow; connect those companies with their customers and their customers to them.
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2 Responses to Planning…and a New Target Market

  1. It holds true in traditional marketing as well as new media. Unique Numbers

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