adv 307: thinking in media planning

C!gars

++ Jackie Soldano, Christina Fieni, Lidia Medina, Emily Myers, and Liza Posner

Before we begin, y! #!ld know $at…

•  Cougar is a media construction •  There’s a definite stereotypical image of

cougars •  Not every cougar loves the label

%e C!gar Stereotype•  One-dimensional

–  The only thing important to them is finding young guys to date

•  Sex-obsessed •  Overly aggressive

–  Being “on the prowl” •  Superficial •  Trashy

Cameron Diaz, playing a cougar in a sketch on “Saturday Night Live”

“I refuse to be associated with a term that makes my dating life sound like I'm hunting, stalking and forcing my attentions upon some innocent, inexperienced young male.”

-- Audrey Irvine, CNN columnist

Don’t Call Me a C!gar!

(Irvine 2009)

Solution

We will not be targeting an offensive cougar stereotype.

Instead, we will be targeting the “real cougar”.

A Real C!gar Is…

…a health-conscious, appearance-conscious older woman with a multi-faceted life and high levels of personal and financial independence.

Demographics

• Women in their 40’s & 50’s • Northeast •  Financially independent

• They make over $75,000 a year • They live in houses worth over

$500,000 (MRI+)

Demographics

•  Single •  Either divorced, widowed, or never married •  May be in a relationship, however

•  Varying family sizes •  May have children, but considering that these women

are 40+, their children are most likely older •  “For years, marketers have lumped women into two

buckets: single and mom. Today, these two wildly oversimplified depictions of women are even more inaccurate than ever” (Mullen)

Why Tar(t C!gars?•  Growing in numbers

•  “There have always been free-thinking, vital women over the age of 40. The difference today is our numbers have reached a critical mass” (Businessweek 2012)

•  Increased financial power •  Women will control 2/3 of consumer wealth in the next decade

(Mullen) •  Women’s incomes to jump $5 trillion over the next 5 years

(Handley 2009) •  They know what they want in a brand

•  “Maturity carries with it all sorts of positive attributes, not least among them trust, experience, familiarity, and know-how. This will increasingly apply to brands” (Garfield 2010)

Psychology: Meet Amy

•  Age: 42 •  Occupation: Marketing Director, Sony

Entertainment •  Education: M.B.A Wharton School of

Business •  Income: $150,000 •  Hobbies: Reading magazines, playing

tennis, doing yoga, attending spas, fine dining, hosting parties, traveling

•  Relationship Status: Divorced •  Kids: two older sons, both in college •  Charity: Breast Cancer Organization, Abused

Women of America

InsightsSelf-Confident

"She's found her path and proudly, and unapologetically, follows it." (UrbanCougar)

Financially Independent with Fewer Dating Pressures

"Now women are quite financially independent, so we partner up with someone because—radical thought—we like him.” – Susan Sarandon

Cares about others but enjoys self-improvement

“A visit to a social networking site or a careful look at a brochure arriving in the mail could spark the woman to engage in activities that benefit others while improving her own lifestyle.” - Fiona O’Donnell (Lifestyles of Baby Boomers - Social Activity and Participation, Dec 2011)

What do C!gars want?

•  Brainchild of Bethenny Frankel, author, health nut and former star of Bravo TV’s The Real Housewives of New York City •  Wanted to create low-calorie, ready-to-drink cocktails for women

who aren’t willing to sacrifice their waistlines for a good time •  Approached a younger market of 21+ women as a “fresh,

modern, new-school way for you to cocktail, socialize, and live your life” (skinnygirlcocktails.com).

•  2009 – Launched with first drink the “Skinnygirl Margarita” •  March 2011 - Beam Global Spirits & Wine purchased

Skinnygirl

What ) ?

•  Since 2011, Skinnygirl has expanded their line of cocktail options to include Skinnygirl™ Vodka with Natural Flavors, Skinnygirl® Ready to Serve Cocktails, and Skinnygirl™, the Wine Collection, all of which have an emphasis on low-calorie and healthy alternatives to other traditional drinks in the wine and spirits product category

products

O$er Products:

•  Sales: •  2011 - had the

fastest volume growth among all spirits brands.

•  The brand sold 586,000 9-liter cases, a 388.3% jump over 2010’s volume (McIlwaine, 2012)

Brand Success

CompetitionMarket competition: Diageo, Bacardi USA, Sazerac, and Pernod Ricard USA

(Mintel, 2012)

Why ?Market Behaviors and Trends

Rea+ness to Buy•  Our target audience buys a product she can relate and a product that can

compliment her lifestyle. (O'Donnell, 2011 ) •  These women like to know what they’re buying before they buy it

–  Pre-purchase research

Frequency to Purchase•  Leisure time and Lifestyle Trends

–  These women are old enough to know who their close personal relationships are with

–  They enjoy spending time in small, intimate groups (Mintel, 2012)

Frequency to Purchase

•  Health Trends: –  Women 35-55 are more

likely to buy low-calorie drinks than women 35 and younger. (York and Channick, 2011)

–  This is due to exponentially increasing diet trends among this age group.(Mintel, 2012)

Brand Loyalty

•  Skinnygirl is all about creating a lifestyle. (Childer, 2012) •  Women this age buy products they can relate to because the brand speaks

on behalf of their personalities. (Unity Marketing, 2010). •  Weight-watching was one of the reasons why they felt like they were not

able to try other drinks. (Mintel, 2012) •  Loyalty among this age group relies a lot on the conversations amongst

consumers.(Ad Age, 2010)

Quality of Product Expectations

•  Our demographics know what she wants and goes after it (Taub, 2010)

•  "As an entrepreneur, it's important to identify your

priorities and what you hope to accomplish with your business. Try to frame your statement in terms of action, and you'll find it helps to focus you in a very powerful way. For me, my business evolved from my own personal beliefs about eating well, promoting natural health, being fit, and solving problems.” – Bethenny Frankel

•  "It's interesting that the sangria tastes sweet compared to Skinnygirl Margarita. I can't wait to try it! Regardless, I'm just happy that Bethenny is creating all of these premade low-cal drinks — makes trips to the liquor store that much easier!"

-Review on Fitsugar.com by blogger, Heather Dale, 2011

C!gars Me+a��

Usa( and��

Recommendations

Me+a Usa(: Overview

•  Lowest potential to reach cougars –  Traditional media (television, radio, newspapers)

•  Highest potential to reach cougars –  Magazine, Social Media, Internet, and Outdoor

•  Cougars utilize social media, yet are not as tech savvy as our generation (Mintel Reports)

Me+a Usa(: Social

•  Social networking sites are still an important aspect of the Baby Boomer generation, which includes our cougar audience. The Mintel data suggests that they see an importance in staying connected to friends and family.

“I’ve reconnected with old friends on a social networking site” 51% Younger Boomers (47-55) - Mintel

Social Me+aFacebook •  We will continue to utilize the Skinny Girl Facebook page, but will add

cougar specific content geared toward attracting their attention to the brand

Pinterest •  Add additional boards to the existing Pinterest site with an emphasis on

links and pages which interest our target. •  Fewer how to pages will be added to our page Twitter •  Utilize Twitter more frequently as a way to stay up-to-date with what Skinny

Girl drinkers want next and to congratulate them on their daily successes

Me+a Usa(: Internet•  According to MRI+, the internet

has highest index numbers in the 1st and 2nd quintiles (107)

•  Bloggers also present a prominent outlet for women looking for advice on style, business, and parenting. Women seek advice from friends and online sources, second only to Professionals (Mintel)

•  Women who post to blogs are more actively engaged as well

"Women report they are significantly more likely to make a purchase decision based on customer experiences reported on blogs" -2009 Women and Social Media Study

Internet: Blogs•  Place ads on top blogs for women

including Corporette.com, Style.com, and iVillage.com –  Forbes.com named these blogs

within the Top 100 Blogs for Women)

•  Female bloggers as opinion leaders

for cougars –  First to know about new and

different products & trends –  Are at the top of their field –  Ex: Kat Griffin was a Wall Street

litigator before joining Corporette.com

Kat Griffin of Corporette.com

P-nt: Magazines

•  Run print ads in publications like Vanity Fair, Vogue, Elle, and Harpers Bazaar

•  These publications have the greatest potential and appeal to their tastes in fashion, business, and lifestyle preferences (MRI+)

•  Avid reading in waiting rooms to combat boredom Circulation- Subscriptions

Vanity Fair: 909,329 Vogue: 921,418 Harpers Bazaar: 576,441 Elle: 922,804

Theme of Executions Skinnygirl is the healthy choice cougars want and the reward they deserve. Skinnygirl products reward and applaud cougars for maintaining health in their busy lives.

Mobile� A.

•  Our spin on the “To-Do List” •  Users list tasks, and once

completed, they get a “cheers” •  Encourages them to celebrate

their success with a well-deserved break

•  Gives them a coupon for Skinnygirl products

•  Uses GPS technology to tell them where to find Skinnygirl (stores, bars, restaurants)

Checks & Cheers

Mobile A.Checks & Cheers

•  Self-Control •  Users can list their

“distracting” apps/websites and make them inaccessible for a given period of time

•  Ex: Facebook, Twitter, Pinterest, Netflix

• Social Media/Gaming •  Users can post their “cheers” to

their favorite social media sites •  They can compete with friends

•  54% of social gamers are women (Holland 2013)

•  The average gamer is 43 (Holland 2013)

Expe-ential Spas •  Samples of Skinnygirl cocktail products •  Come to spas to relax and rebalance themselves •  Women view spas act as escape from the stresses of home or work, to

indulge, and for working on improving their body or lifestyle (Mintel) Salons •  Samples of Skinnygirl cocktails in salons in order to relax and enjoy a day

of pampering •  Hair stylists and makeup artists often act as an unbiased third party for

many women, allowing women to open up to these people and share stories with them that they otherwise would not. This creates an intimate atmosphere for a cougar, allowing her to open up and enjoy herself

Me+a ScheduleSkinny Girl 1-Jan Feb-13 Mar-13 Apr-13 1-May Jun-13 Middle-aged health conscious women

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MAGAZINE

Vanity Fair

Vogue

Harpers Bazaar

Elle

INTERNET

Social Media

Blogs

Business Websites

Travel Websites

OUTDOOR

Spas

Salons

Me+a Schedule1-Jul Aug-13 Sep-13 Oct-13 1-Nov Dec-13

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Skinny Girl Middle-aged health conscious women

MAGAZINE

Vanity Fair

Vogue

Harpers Bazaar

Elle

INTERNET

Social Media

Blogs

Business Websites

Travel Websites

OUTDOOR

Spas

Salons

References(2009) Women and Social Media Study by Blogher, iVillage, and Compass Partners. hBp://www.blogher.com/files/2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf (2013). Bethenny. Retrieved February 26, 2013 from hBp://www.bethenny.com/ (12 May, 2011). Cougars Inc.: The Lady Predator Lifestyle. Retrieved from hBp:// www.businessweek.com/magazine/content/11_21/b4229073020278.htm (2013). CorporeBe About Page. Retrieved from hBp://corporeBe.com/about-‐corporeBe/ (2013). Skinnygirl Cocktails. Retrieved February 26, 2013 from hBp:// skinnygirlcocktails.com/ (2013). Skinnygirl Daily. Retrieved February 26, 2013 from hBp:// skinnygirldaily.com/ (2013). Skinny Girl Margaritas. Retrieved February 26, 2013 from hBp://www.skinnygirlmargaritas.com/ (2013). Skinnygirl Smoothers n’ Shapers. Retrieved from hBp://www.skinnygirlshapers.com/ (2013) Top 100 Websites For Women. Retrieved from hBp://www.forbes.com/2010/06/23/100-‐best-‐womens-‐blogs-‐forbes-‐woman-‐^me-‐websites.html Barkley, Fayr, PhD. (2008) Cougar Women: Madonna’s or Whores? More Magazine. Retrieved from hBp://www.more.com/rela^onships/da^ng-‐sex-‐love/cougar-‐women-‐madonnas-‐or-‐whores-‐part-‐1?roadblock=true Barkley, Fayr PhD. (2008) The Psychology Behind the Cougar Da^ng Phenomena. EzineAr^cles. Retrieved from hBp://ezinear^cles.com/?The-‐Psychology-‐Behind-‐the-‐Cougar-‐Da^ng-‐Phenomenon&id=3232057

BenneB, G. (2009, August 12). Ogilvy & Mather. Retrieved from hBp://www.ogilvy.com/On-‐Our-‐Minds/Ar^cles/digital_divas.aspx Childers, Linda. (2011) Bethenny Frankel Gives the Skinny on Gefng Rich. CNNMoney: A Service of Fortune & Money. Retrieved from hBp://money.cnn.com/2011/07/20/smallbusiness/bethenny_frankel/index.htm Conrad, Levinson (2013) Frequency In Marke^ng. Guerilla Marke^ng. Retrieved from hBp://www.gmarke^ng.com/ar^cles/112-‐frequency-‐in-‐marke^ng Dale, Heather. (2011) Taste Test: Love Low-‐Cal Skinny Girl Margarita. Popsugar. Retrieved from hBp://www.fitsugar.com/Review-‐Bethenny-‐Frankels-‐Skinnygirl-‐Margarita-‐18802169 Friedman, Marsha. (2010) Marketers Should not ignore the “She-‐conomy”. General Marke^ng, PR Educa^on. Retrieved from hBp://emsincorporated.com/marketers-‐ignore-‐sheconomy-‐women-‐key-‐buying-‐decisions-‐home-‐work/ Garfield, Bob. (26 July, 2010). The Enduring Equity of Cougar Brands: Like Mrs. Robinson, Jiffy-‐Pop, Schlitz Are Sifng on Abundant Sex Appeal. Retrieved from hBp://adage.com/ar^cle/bob-‐garfield/marke^ng-‐enduring-‐equity-‐cougar-‐brands/145083/ Handley, Meg. (2009). Expensive Taste: Rich, Single Women Buying More Mul^million-‐Dollar Homes. Retrieved from hBp://www.usnews.com/news/blogs/home-‐front/2013/01/11/expensive-‐taste-‐rich-‐single-‐women-‐buying-‐more-‐mul^million-‐dollar-‐homes Harpers Bazaar Media Kit. (2012, MRI Reader Profile). Media Kit. Base: Adults. Retrieved from Harpers Bazaar Media Kit. Holland, Stephanie. (2012) Marke^ng to Women Facts. She-‐conomy. Retrieved from: hBp://www.she-‐conomy.com/facts-‐on-‐women

References Homemakers/Principal Shoppers. (2011, Fall Media Demographics). Principal Shopper Summary Age 45-‐54. Retrieved from MRI Mediamark Reporter database. Irvine, A. (2009). Don't you dare call me a cougar!. Retrieved from hBp://www.cnn.com/2009/LIVING/personal/12/30/rr.cougar.not.good/index.html Loudon, Albert and Della BriBa, David, (1992) Consumer Behavior : Concepts and Applicaôns, McGraw Hill. Lowen, Linda. (2013). Don’t Call Me A Cougar. About.com Women’s Issues. Lukovitz, Karlene. (24 May, 2012). Skinnygirl In ‘Drink Like a Lady’ Campaign. Retrieved from hBp://www.mediapost.com/publicaôns/ar^cle/175481/skinnygirl-‐in-‐drink-‐like-‐a-‐lady-‐campaign.html#axzz2MiPXDWvq McIlwaine, Cara. (2012, Sept. 10). Brand Profile: Skinnygirl Has More Fun. Retrieved from hBp://www.beveragemedia.com/index.php/2012/09/brand-‐profile-‐skinnygirl-‐has-‐more-‐fun/ Mediamark Internet Reporter. Mediamark Research, Inc. (Fall 2011). Media Demographics Homemaker/Principal Shopper. Retrieved March 1, 2013 from MRI Plus database: hBp://www.mriplus.com Mintel. (2011, October). The Spa Consumer. Spa Tourism—Internaônal—October 2011. Retrieved Feb. 28, 2013 from Mintel Oxygen database. Mintel. (2012, July). Alcohol Consumpôn at Home – US. Retrieved March 1, 2013 from Mintel Oxygen database. Mintel. (2012, Nov.). White Spirits and RTDs – US. Retrieved March 1, 2013 from Mintel Oxygen database.

Mintel. (2011, December). Lifestyles of Baby Boomers – US. Retrieved March 1, 2013 from Mintel Oxygen database. Mintel. (2012, May). Social Networking -‐ US. Retrieved March 1, 2013 from Mintel Oxygen Database. Mullen. Single Sway: A Driving Force of New Female Consumerism . (n.d.). Retrieved from hBp://mullennc.com/assets/img/frank/Single_Sway_from_Frank_About_Women.pdf StaBerfield, Mark. (2013) Understanding Your Prospect’s Readiness to Buy. Street Directory. Retrieved from: hBp://www.streetdirectory.com/travel_guide/16321/marke^ng/understanding_your_prospects_readiness_to_buy.html Taub, Pat. (2010) Cougar Women: Deconstruc^ng. About.com: Women’s Issues. Retrieved From: hBp://womensissues.about.com/od/femalesexuality/a/Deconstruc^ngCougarWomen.htm The Real Cougar Woman. (2011). Retrieved from hBp://www.therealcougarwoman.com/tes^monials.html Vogue Media Kit. (2012, MRI/ABC). Media Kit. Base: Adults. Retrieved from Vogue Media Kit. York, Emily Bryson and Channick, Robert. (2011) Chicago Tribune. Retrieved from: hBp://ar^cles.chicagotribune.com/2011-‐03-‐28/business/ct-‐biz-‐0327-‐skinnygirl-‐-‐20110327_1_beam-‐global-‐spirits-‐vodka-‐sta^s^cs-‐show-‐women

%ank Y!!

adv 307: thinking in media planning

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