Tag: industry marketing insights

Live Entertainment Marketers to Increase Use of Online, Out-of-Home

Consumers across the U.S. continue to support live entertainment events despite the recession. This is great news for producers of opera, symphony and theater groups. But these marketers must continue to advertise their offerings to stay top of mind with their core audience. Increasingly, this may mean using online media.

According to a recent Media Audit release, the media use statistic for live arts events patrons are as follows:

Heavy Internet users (3+ hours daily): 41.9%
Heavy Outdoor users (drive 200+ miles a week): 37.5%
Heavy Radio users (3+ hours daily): 21%

In general, about 3 out of 10 U.S. consumers attends at least one live arts performance annually. The audience demographics are typically more female (55.7%) than male (44.3%). And some U.S. markets enjoy higher attendance rates at these events. The Media Audit reports the following top five markets.
Ann Arbor, MI 40.6%
Hartford, CT 38.1%
Long Island, NY 38%
Washington, D.C. 37.6%
New York City, NY 35.7%

As producers of this year’s Christmas concerts and ballets consider where to advertise their events, it seems a safe bet that many will allocate a significant portion of the budget to online media outlets.

[Source: FYI Newsletter, The Media Audit, October 2009]

Manufacturers May Improve Marketing Communications for Prescriptions

The average U.S. consumer fills 12 prescriptions for medication every year. These touch-points between consumers and pharmaceutical companies create an opportunity to share information, especially when it comes to understanding what the drug is designed to treat and how it may interact with other medications. Survey results released by ORC Guideline, an infoGROUP company, indicate that consumers could benefit from an increase in information when it comes to prescription medications.

Marketers may soon be Increasing Emphasis on Social Responsibility

In years past, one way to consumers’ hearts and wallets has been to appeal to their need for status through ownership of luxury homes, cars and apparel. But the ongoing concern about over-consumption and its effect on the environment is bringing about a new attitude. The last Edeman goodpurpose Consumer Study shows nearly 6 in 10 consumers have been persuaded to do business with companies that can prove support for good causes.

Demand for Retail Space Predicted to Fall

Traditional retailers have plenty of reason to be nervous about renewing leases. There’s the slow but steady climb of e‑commerce which continues to increase market share and is predicted to account for 8% of all retail sales by 2013. And then there’s the projected long-term leveling off U.S. consumer spending. All of these changes have experts looking for continued store closings through at least the first half of 2010.

Marketers to Promote Holiday Gift Cards

As consumers sharpen their pencils to cut down the size of their holiday gift lists, there’s one item retailers hope will fare better than last year: gift cards.For years, the gift card market has been growing quickly and is now valued at $24.9 billion. This year, Archstone Consulting predicts the industry will end the year somewhere between $23.67 and $24.9 billion or between a 5% drop to a flat outcome.

Manufacturers optimistic about 2010, marketing

Conditions for U.S. manufacturers have been anything but positive since December 2007. These businesses have lost at least 1.96 million jobs and don’t plan to increase employment for at least another year. But senior managers, responding to a ThomasNet survey, believe conditions are looking up and they are carrying important lessons forward from this recession.

More Manufacturers to Increase Budgets for Basics

After a decade or more of marketing exclusivity and premiums brands, manufacturers are getting a new image of the U.S. consumers and it’s allabout basic brands. Stuart Elliott, in his weekly Advertising column for the New York Times, highlights how marketers are shifting their budgets to the products people are turning back to – ‘old standbys’. Even consumers who may have rarely cooked before are discovering the savings in the basic casserole.

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