Marketing Paper With Society - Marketing

935 words - 4 pages

In the article How Can Sporting Goods Retailers and Athletic Apparel Marketers Engage Their Millennial Audience? by Michael Becker, the brands in this article are trying to target a certain age range who is also athletic individual. The millennial audience that these brands are trying to connect with shows that this generation is more about well-being and also healthy living lifestyles. This article talks about how they need a good marketing strategy to speak to the millennial audience. The brands also use the places that individuals shop at so they can promote in these places to create more of a buzz for their products. All of the, use social media platforms as well to connect to the millennial audience on another level. This article also uses many marketing terms and concepts such as promotion, target marketing, competition, and customer engagement. All these terms are very well represented in this article.

This article shows many External Environmental things that these companies do. One thing that these companies are trying to do is use their demographics to target the people they want for their certain products. According to Becker (2015), these brands are targeting "18-29-year-olds that are active men and females who live at home, away at college, or recently getting their careers underway and living alone or with a roommate" (Becker, p. 2, 2015). There's been a huge factor in the competition between these companies and how they try to get their products out there. What the brands are trying to do, according to Becker (2015) is "target the trendy shops, eateries, social scenes including bars and clubs, malls and the gyms" (p. 2). These brands also do a great job of giving the customer in some way a feeling they feel when they buy the product. Most of these companies have campaigns online where you could watch a video and, at some points, get a firsthand experience, according to them, to try and reel you in to buy their product. For example, DICK's sporting goods has a thing called "Every Pitch campaign, which relates perfectly to the in-game atmosphere experienced by a very specific segment" (p. 3). They all find a way to show a unique way to acknowledge the customers given the sport they play. Becker (2015) states that they want to "capture the emotion your audience will feel on the cusp of success or perhaps the climax where everything hangs in the balance" (p. 3). What they're trying to do is use healthy and feeling good about yourself as a major key in the promotion of their products.

This article shows many ways these brands use target markets and competition to their advantage. The Target market that Becker (2015) speaks about shows the different elements these brands use. There's been a huge factor...

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