THE EMERGING POPULATIONTHE EMERGING POPULATION

• FirstFirst– Quantify current Fan base andQuantify current Fan base and

Participation ratesParticipation rates

• SecondSecond– Set Industry specific targets for Fan baseSet Industry specific targets for Fan base

and Participationand Participation

• ThirdThird– Develop marketing plans that target the Develop marketing plans that target the

emerging populationemerging population

Where Do We Go From Here?Where Do We Go From Here?

THE EMERGING POPULATIONTHE EMERGING POPULATION

ADVERTISING STRATEGY????ADVERTISING STRATEGY????• Television viewing during February can be rather Television viewing during February can be rather

surreal. After just a few days of tube watching during surreal. After just a few days of tube watching during Black History Month, a new and unknowing visitor to Black History Month, a new and unknowing visitor to this country might deduce the United States is this country might deduce the United States is comprised of nothing but African Americans. comprised of nothing but African Americans.

• Many companies, hopeful of putting an inclusive face Many companies, hopeful of putting an inclusive face on their concerns dust off their one ethnic-themed on their concerns dust off their one ethnic-themed commercial for an endless loop of play during the commercial for an endless loop of play during the abbreviated month. “Never mind the other 11 months abbreviated month. “Never mind the other 11 months of the year. We like you. We really do. of the year. We like you. We really do.