The Analysis of the Core Audience of GolfOnline Magazine - Essay Example

Essay Consumer Behavior GolfOnline Magazine www.golfonline.com Target Audience This magazine appeals to the typical golfer. A typical golfer would be male, 39 years old, has a household income of $63,300, plays 21 rounds per year, and is an active consumer. According to data given by GolfOnline, their users are in average: male(93%), 46 years old, have a household income of $95,000, play 47 rounds per year and make five or more online purchases in one year (the past 12 months). Their education level is College Graduate (64%), and 71% of them are married. They generally are employed as C-level executives (WebIndex 428), 70% of them are professional/managerial level or higher, and 77% own their own primary residence. This enables them to be in a position where they can afford luxurious and exclusive products. They look for quality in what they buy and the services that they pay for. They like sports, obviously they love Golf, to a point where they are not only interested in the sport itself, but in everything surrounding it, the world of GOLF. They like to be well-informed; especially when it comes to their favorite sport (Golf). Because they have a lot of resources, they are receptive to the new products. The most important values used to segment this magazine's market are: Income (Demographic), and Lifestyle (Psychographic): the Golfer lifestyle. The consumers of GolfOnline have a high income, which allows them to afford an expensive sport such as Golf, which requires special equipment and traveling. They love sports and Golf is their passion. 2. The Reader's Lifestyle The magazine's audience is, as described on their website, "an affluent, professional male audience with high disposable income and propensity to buy". They travel frequently and 83% of them research or purchase travel packages online. They spend a lot of money in Golf equipment, 89% plan to purchase new equipment this year. The readers are interested in learning more about the sport; they are interested in hiring Golf teachers and getting lessons. Famous golfers such as President Bush help create an image of what the Golfer lifestyle is like. According to an article for Golf Magazine by reporter Harry Hurt cited on CNN, "golf just may be the sport of presidents". "Golf has been used by presidents and presidential candidates for years. For example, President Eisenhower was the first president in office to really associate himself with golf". They have good taste and appreciate quality in what they buy. They are interested in Real Estate, and usually they think long-term, investing in properties and business. 3. Advertisers of GolfOnline GolfOnline works above all with sporting, travel, entertainment, technology and automotive industries. According to their information, they have worked with over 200 clients within these industries. As of this date, they advertise the following categories and brands: Category Brand Automotive Mazda Cadillac Jeep Acura Online Shopping - Golf Products GolfGalaxy.com FootJoy Educational The Range Instruction Videos Finances Ameriprise Financial Services Travel Packages Myrtle Beach Golf Trips Ocean City Golf Getaway Telecommunications Sprint The strongest product categories are the automotive, they have three different brands: Jeep, Mazda and Cadillac. The target consumers of these products are likely to read Golf Online. They have the resources and the taste to acquire these kind of "high-involvement" products. The category itself is an expensive product, but the brands advertised are also expensive within their own category; Cadillac is the brand for luxury automobiles, it's classic and elegant. The New 2006 Cadillac DTS has the slogan: "Presence. Power. Performance". Mazda advertises the new Miata MX-5 with the concept of Oneness with the car. It is also important to note that it advertises a road trips across America. It's using the experiential marketing, by offering "Great Road Trips" across the country so that the consumer associates an exciting experience with the car. In Ameriprise and Sprint, the advertisers use animation. Ameriprise uses the video of a girl dancing hula-hula, used as an emotional connector, something that could connect to the memories of a generation; "for a generation as unique as this"and then offer a service of a new generation, bringing it to what's next; the future. It uses blue and white, which gives the feeling of security, of trust and it's useful to identify the brand. Sprint also uses the brand's colors: Yellow and Black, and the imagery is simple but functional; a picture of a man and text in black and gray over a yellow background. "Reinventing the Yes-man". Some of the brands like Cadillac, Jeep and Mazda benefit the consumers more in the symbolic and attitude aspect than the functional. Although the cars have a function, these advertisements are looking to appeal the status an ego of the consumers. They are not buying just a car, they're buying a Cadillac. Other brands like the travel and golf products shopping sites have a more functional benefit for the consumers. The advertisers appeal mostly by emotional drivers. For example, the desire of owning a classic car. Or the emotional need for financial security provided by Ameriprise. Or the self-confidence in Sprint. 4. Advertisements attached: 4.1 TAG Heuer a) The communication objective here is to give status to the brand. By having Tiger Woods in the ad, they want to say, "He's the best golfer in the world and he wears TAG Heuer. If you want to be the best, buy this brand". (Central Message) b) I will discuss the ads based on the following definitions of involvement theory1. High involvement products - products for which the buyer is prepared to spend considerable time and effort in searching. Low involvement products - Products which are bought frequently and with a minimum of thought and effort because they are not of vital concern nor have any great impact on the consumer's lifestyle. Although buying a watch is not as difficult as buying a house, it is still an important product that will give status to the consumer. It requires a considerable amount of time and effort to find the right one. This ad influences to buy this brand by having a Golf champion advertising the product. c) I would still recommend Tiger Woods for this ad. It incarnates the image of achievement and that is why he is so attractive to the audience. He's physically appealing, he's strong and classy. He's focused and active. He's elegant and powerful. d) The work with the aspirational appeal. The goal of the golfer is to be the best, the most recognized and successful; a champion. Tiger Woods represents that, so they attach the watch (the object) with these aspirations. 4.2 Ritz Carlton Bali Resort and Spa a) The objective is to arouse desire, the desire of going there, being at that dream-like place. b) Having the perfect vacation is a high-involvement process, where a lot of time and effort are spent in searching for the paradise that each person is looking to experience. It also very expensive to travel to the best resorts of the world, specially to an exotic place like Bali. c) I would recommend a famous executive who loves Golf, but who also knows the importance of taking a time out to rest and enjoy a beautiful destination, where he can also play his favorite sport (Golf). I would say a male in his late 40's, with a highly-demanding job, and high financial power, someone with good taste. d) The central message is to attract the consumer to stay at that hotel. It is an invitation to enjoy the resort and spa, which has the exotic flavor of Bali, while it has all the elegance and class that Ritz Carlton is known for. It works with the emotional and visual appeal, it appeals the senses: the candid light, the luxurious decoration, the idea of a place where you will be taken care of, where your body and mind will be pampered in such beautiful and exclusive location. 4.3 Nike a) The ad communicating objective is to state the attitude of the brand. We have the upper part of the club surrounded by fire over a black background. It denotes strength, class and POWER. b) Buying the best Golf equipment is essential for a Golfer. It would be one of the highest levels of involvement in the decision-making process. The ad appeals by means of a visual image, fire as a symbol of power. "Once you hit the ball it will light up"; since the club is made out of titanium, the Nike driver will provoke sparks while it will help you hit the ball farther and straighter. c) I would recommend a famous Golfer like Tiger Woods. Someone who is acknowledged for his achievements, so that the idea of powerful gear can be perfectly backed up by the success of this spokesman. d) The central message is: this brand will make you powerful. It appeals the emotional aspect, the desire for power and force. 5. Use of the website The online magazine provides reliable information about Golf news, statistics, instruction, fitness, equipment, real estate and travel. Besides from the articles (Features), it has tips everyday about fitness, and golf. It has a weather search and a section called Today in Golf History. It offers useful services to the reader such as research of golf courses, golf trips and destinations. This adds value to the website and helps create a relationship with the reader because it offers information that a golfer is interested in. The search services are quite useful. For example, in Golfcourse.com (part of GolfOnline), you can find a course by name or location. (See Appendix).It aims to be the most complete Golf Course Guide. At the top of the browser, the website is called "GolfCourse.com, The Golf Magazine Course Guide, search over 20,000 courses". It also has contests and promotions to win lessons or trips which encourage the reader to keep coming back. It has offers that attract the readers to subscribe to Golf Magazine. 6. The website supports the magazine's image by offering more services and information that golfers want. The subtitle "From the editors of Golf Magazine" gives a strong back up and sense that this website is serious, it is an established company. One of the major communication objectives for this site is to be the #1 website for golfers. It uses the Golf Magazine reputation for its excellence in news, and offers an in-depth look at the Tours and pros from real-time "Leaderboards", it has commentary and analysis from Golf Magazine writers. Although it aims to be one of the best Golf web sites, it is constantly referring to Golf Magazine and advertising their subscription offers, making it seem like it is one of the most important communication objectives. The website compliments the magazine by offering more interaction with customers. They have online Polls; they offer contests and promotions, a free newsletter, and useful research services such as the Travel and Course Finder. It has other interactive features such as Private Lessons tailored to their game, and "ClubTest" that helps them find the right equipment. In order to create a more loyal customer base they could create a database with the profile of each reader, so that they send him/her the offers, news and information based on his/her preferences. By customizing the product, the reader will develop a loyalty to the magazine because he/she will feel is taken care of in a more personalized way. Sources: www.golfonline.com GolfOnline Media Kit. http://www.golfonline.com/golfonline/mediakit/ Woodruff, Judy. "Bush: A golfer just like his father". CNN. December 23, 1999 http://archives.cnn.com/1999/ALLPOLITICS/stories/12/23/politics.golf/ Marketingprofs.com Appendix Read More