Sponsorship Spotlight: funnelbox (cont.)

Robb has been AMA member since 2001 and a Platinum Sponsor since 2006.  Robb likes the exposure to the Portland marketing community that AMA membership gives him.  He also acknowledges the importance of AMA Oregon's contribution to the advertising and marketing communities.

funnelbox has had its share of high profile clients over the years.  Among these is Les Schwab, Intel, Microsoft, Rexius ( forest by-products company), Nike, HP, Gard and Gerber, Wacom (computer input tablets, Vancouver,WA), Morrison Child and Family Services, Metro Family Services Relief Nursery and lots of commercials. 

Robb said that his most meaningful project was a video shown at an auction for the Portland/Eugene Children's Relief Nursery in Eugene.  The Children's Relief Nursery provides child care for homeless families, families in rehab and those who may have problems with the law.  Immediately after showing funnelbox's video, the organization received $40K in cash donations.  That's when Robb really understood what his company could do.

THANK YOU funnelbox!

Segmenting markets is a critical turnkey to unlocking the way consumers think. Thoughtfully applied, gender demographics and market segmentation leverage precious dollars spent on marketing and promotion.

Pacific Northwest businesses do not have the luxury of broad-based marketing. In Portland, businesses must market for survival, not just success. In our city, only 6.3% of the average consumer dollar was spent on entertainment and only 3.7% on apparel and services. This data from a 2004 summary of the Consumer Expenditure Survey documents that the bulk of consumer spending is on basics – housing, transportation, food, and health care.  This on-going survey offers telling data on household expenditures and the demographic characteristics of those households.

Many business owners accept the current thinking that women, in addition to more buying power, are more profitable and loyal customers. Women have a higher response to follow-up marketing tactics such as incentives, coupons and promotions; it makes sense to understand gender demographics. Don’t discount gender demographics as an unscientific and untested way to understand a specific buyer’s mindset. These are the most accurate tools we have for building a strong customer base. 
           
What are the motivations, aspirations and expectations of modern women?  Here are four demographic profiles of female consumers.  Research has verified that women with income of $45K+ and within these age ranges share most of the consumer behaviors outlined below.  You may recognize your best customers here.

Woman with Wings, but no strings (ages 20-28).  This consumer has a busy working lifestyle; rarely does she represent a growing family. She is primarily focused on friends and fun.  Vacations, long-weekends involving shopping and fashionable sports (snow boarding to wind surfing), club hopping and dining out make up the core of her consumer cycle.  Image conscious, she wants to be seen at and experience all the newest local venues including those involving beauty and fitness.  She seeks and enjoys new experiences.  Don’t talk to her about saving. The woman with wings lives for the now.

Cinderella, without her fella (ages 28-35). Actually she may have one steady guy, but generally is not in a committed relationship.  These women are high-income earners who demand what they perceive as the best of everything.  They wear branded clothes, shoes, jewelry and perfumes. They travel, enjoying resorts and shop in boutiques for unique designer items. They eat prepared gourmet food, either in restaurants or buy expensive take-out to enjoy at home while watching pay-per-view movies on their 60” plasma televisions.  Cinderella is also living for the now. Don’t talk to her about wrinkle creams, but do sell her facials with certified organic ingredients.

Hectic Holly (age 30-45).  Holly has lots of everything, a job, a family, usually a husband and her own home.  Left over from her past life as Cinderella, she has lots of great designer clothes and furniture.  The only thing she lacks is time.  And if she is working, she is so task-driven that as a consumer, she is actively seeking a solution to the chore-laden time crunch that represents her life.  She needs and craves time for herself.  She misses her friends because she is so focused on work, family and home.

Independent Irene (age 45+ and no kids).  Either she just didn’t bother with the kid thing or they are out of the nest.  Irene can focus on her personal goals.  She enjoys indulgences, like $360 a half-ounce La Mer wrinkle cream sold at Saks Fifth Avenue at Pioneer Place.  (She’s may be well off, but she is realistic about her age.)  She is also as likely to buy shares of stock as season tickets, international vacations, visit health spas and spend on comfortable, stylish expensive clothing.  You will find many "Irenes" perusing the racks at Norm Thompson. 

But, don’t call her an older women. She will immediately and permanently reject your product or service. Irene avoids reminders that she isn’t a twenty-something, or even a thirty-something anymore.  Instead, focus on this consumer’s almost obsessively strong feeling about her friendships and family relationships.  She is actively seeking ways to spend dollars creating value and meaning for those closest to her.

Woman with Wings, Cinderella, Holly, Irene and other women consumers tend to have strong responses to several tactics easily incorporated into the marketing effort.  The first is deceptively simple and as marketers, we frequently overlook this tactic.  It is called speak honestly and to the heart.  Women consumers are not afraid of emotionally responding to a product, service or cause. Women personalize their spending. Don’t discount strong feelings that may surround the purchase of big-ticket items like housing and home environments. 

Women consumers are motivated by social causes.  They not only respect but will seek out organizations sincere about community and positive social change.  This is not just a once-a-year sponsorship of the Race For The Cure.  Women consumers want businesses to make a visible effort to foster causes. They are willing to become engaged as well, so your business has the opportunity to involve this consumer in donating, volunteering or demonstrating their involvement by wearing a specific product. The big pay-off is their long-term commitment to your business. 

Don’t forget that women consumers demand customer service.  They have an extremely low tolerance for unanswered questions, lack of customer support, lack of courtesy and staff inefficiency. 

Final rule.  No stereotyping – you will lose this important consumer if you talk down to her.  She is not a dowdy housewife, a manipulative vixen, or a superwoman.  But she can be a fantastically loyal customer.

1st Annual “Luau on the Green” Golf Tournament Recap (cont.)

Following the golf tournament, participants enjoyed a luau themed buffet dinner in the nicely decorated Sunset Room. The prizes for this particular golf tournament were highly attractive. In addition to the typical Closest to the Pin and Longest Drive contests, participants had the opportunity to win a brand new car in the Hole-in-One contest presented by Jim Fisher Volvo. During registration, Garrett Marketing put together a prize bag for each golfer, consisting of various promotional materials donated by sponsors.

The main purpose of the golf tournament was to help raise funds to send PSU marketing students to the AMA International Collegiate Conference held annually in New Orleans, LA. With the help of sponsors and participants, AMA PSU raised over $2000 from this event, an impressive return for a first year event. For this particular event, the AMA chapter partnered with two local non-profit organizations, the Oregon Food Bank and Easter Seals of Portland. The Oregon Food Bank was present during registration collecting money and can food in exchange for golf mulligans. One of their representatives reported that they collected more than $600 as well as 55 cans. In addition, Easter Seals of Portland sold tulips during the banquet dinner in an effort to raise funds for their annual Bloomfest event. Concluding the dinner, Easter Seals sold more than 20 bundles of tulips to our golfers.

The American Marketing Association at Portland State University plans to make this golf tournament an annual event. This event was a crucial fundraising strategy implemented this year that effectively benefited the overall structure of the AMA PSU organization.

On behalf of all three non-profit organizations, the AMA PSU collegiate chapter would like to extend a special thank you to all the sponsors that made this golf tournament possible. Also, thank you to all participants that supported the benefit cause of our event, and we hope to see you all again next year!