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Consumer Media Brief for the Matrix
The 2003 Matrix, Toyota’s subcompact crossover utility
vehicle (Cliv), offers a youthful, fun and sporty feel
while being a reliable and trustworthy vehicle. Since
its February 2002 launch, Matrix sales have been steady,
especially among those in the 35 to 45, “young-at-heart,”
age bracket. According to the case study, your goal is
increase awareness by five percent among younger consumers
between the ages of 20 to 30.
I. Prospect Profile/ Communication Situation Demographics
With respect to demographics, your target prospects are
men and women age 20 to 30. For the most part, they are
highly educated and fit into the categories of students
(college or graduate) or young professionals. The median
household income for the Matrix communication target stands
around $50,000. Although the greater percentage of your
target audience is not married and do not have children,
the prospects are more likely to do either or both of
these things as they advance in age.
Psychographics
They are best defined psychographically ~ being bold,
daring, fin and adventurous. They are willing to try new
things and seem to have a flare for style. Although they
are willing to take risks and be different, they have
common sense and are rational thinkers who do not make
hasty decisions regarding high-priced, high-involvement
commodities.
With a liberal arts education that likely came from a
public university, your target audience is anything but
static or set in their ways. Your prospects enjoy change
and creative innovation. They are successful and occasionally
like rewarding themselves for their hard work. With a
more liberal mindset, they tend to think outside the box.
Some utilize their energy by exercising on a regular basis.
Most of your prospects are passionate about something.
Some may be enthusiastic about sports or exercise. Others
may be enthusiastic about being successful or getting
a promotion. They like to lead more thin follow and are
extremely independent.
II. Communications Dynamic
With such busy, non-static schedules, your target audience
is difficult to capture and define. Also, some of the
Simmons data, especially about the usefulness of advertisements,
seem to be contradictory. Some media are not mentioned
in the Simmons report, yet your prospects are likely to
encounter tern on a day-to-day basis. These include the
Internet, which they probably use for email and for work-related
projects, and outdoor, which they see while driving down
the highway.
Television
Television is the most widely used medium for entertainment.
Although many target audience members think people rely
too much on television for relaxation, many of them use
it for news information and for leisure. A surprising
number of people actually arrange their schedules around
a particular television program. If they are watching
television, they are often multi-tasking and working on
other projects simultaneously, according to the Simmons
report. With little patience, they tend to be channel-surfers,
especially when their show is interrupted by a commercial
break. In spite of that, a funny, entertaining commercial
is likely to catch their attention.
Radio
Simmons data show that more than half of the consumer
prospects listen to the radio in the car, especially for
quick news updates. On their way to work or class, your
prospects most likely tune in to their favorite station.
A substantial percentage of your prospects rely on radio
to keep them informed.
Magazines
Very few people in this demographic depend on magazines
for entertainment or for news or information. While the
majority of prospects do not think magazines are worth
their money, some magazine readers are overtaken by their
curiosity and enjoy reading magazine advertisements.
Advertising in the Media
A significant number of the people surveyed claim that
their purchase decisions are in no way influenced by advertisements.
At the same time, many prospects state they remember advertisements.
As indicated by the Simmons data, a decent chunk of prospects
say television advertisements annoy them. Some prospects
do not like advertising in general and say it is a waste
of their time. Although some prospects find some television
advertisements okay, they think many advertisements are
devious and should not be directed toward children. In
contradiction, an even greater percentage of prospects
say advertising helps them learn about products available
to the market.
III. Facilitation of New Consumer Judgments
The marketing plan’s goal is to “increase awareness by
5%, targeting 20-30 year-old potential buyers of the two
Matrix models. (Toyota Matrix Case Study)” To reach more
prospects, a variety of media can be used both indoor
and outdoor. Your prospects lead very busy lives and are
always on the go. If the message is not repeated in various
media, they may miss it.
Television
As stated by the Simmons report, television is very important
in the lives of your prospects. Although they may not
care for advertising, they are apt to watch various programs
and even set aside time to watch a specific show. Your
prospects may awake to their favorite morning news or
talk shows and come home to see their preferred prime
time networks.
Radio
Your prospects also listen heavily to the car radio,
especially during drive time. During this time, they tune
in to their favorite stations. Since your demographic
is within a 10-year age range, they probably have a tendency
to focus on some of the same station formats. One of the
benefits of radio is its predictable audience; therefore,
it would not be difficult to decipher a few stations or
program formats that are the most heavily trafficked by
your demographic.
Outdoor
You are dealing with an extremely active, young and fun
target audience. They enjoy being outdoors, going to the
gym, to concerts and bars and just getting out in general.
Since activities are central to their lives, they will
also be exposed to media placements that coincide with
their adventures.
Internet
Both in the college setting and working
environment, your prospects are likely to come into frequent
contact with the Internet. Whether using email and chat
or researching information for a project, your target
audience will interact with the World Wide Web and with
numerous databases.
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