11.07.2015 Views

Terry - 15 - Market Segmentation - Sport England

Terry - 15 - Market Segmentation - Sport England

Terry - 15 - Market Segmentation - Sport England

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Creating sporting opportunities in every community<strong>Terry</strong> - <strong>15</strong>Local ‘Old Boys’How to reach <strong>Terry</strong>?Key Points• Most responsive to: television ads• Preferred information channel: local papers• Preferred service channel: face to face• Decision style: adamant – he has set ideas on whatthey like based on first hand experience or trustedopinions from friends and family<strong>Terry</strong> read newspapers and magazines suchas…The Daily StarThe PeopleThe SunAngling TimesExchange & MartRacing PostNews of the WorldLootLocal PapersPools CouponTV/RADIO<strong>Terry</strong> is a heavy TV viewer, both at home and in the pub,particularly enjoying live sports coverage. He is likely tobe influenced by TV advertising and programmesponsorship. He is not a particularly heavy radio listener,but when he does he will favour local commercialstations over national ones.INTERNET<strong>Terry</strong> doesn’t have a computer, does not understandthe internet and doesn’t feel he’s missing out.POSTERS/DIRECT MAIL/NEWSPAPERS<strong>Terry</strong> reads the tabloids on a daily basis. He may noticesome of the newspaper advertising, but is morepredisposed to direct mail or TV. He has set opinionsabout products and choices but still likes to be keptinformed about those.TELEPHONE<strong>Terry</strong> is unlikely to have a mobile phone, but if he doeshave one it will almost certainly be pay-as-you-go andrarely used. He prefers to use his landline for purchasingor arranging finances, and would not respond tomarketing calls.Her preferred marketing tone and messageis…Hard-workingDown to earthCheapEverydaySensibleBasicNecessityJargon freeTraditionalSimple<strong>Terry</strong> is responsive to brands such as…Creating sporting opportunities in every5community

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