Green is the new Black

Is our Demo Green???

There are 4 main gropus of Green consumers

1. Deeply Committed = early adopters, skew female, more educated, metro living, +35(accounts for 23% of the market)
   




2. Trendy = ages 18-34, ethnically diverse, trend setters, love the cool green look (accounts for 24% of the market)
   




3. Practical = motivated by the benefits, have children, rural living, +45 (accounts for 13% of the market)
   




4. Passive = place the responsibility on others, women with kids, better for the family, 25-34 (accounts for 17% of the market)
   




5. Other = don't care about the environment :( (accounts 23% of the market)
   

What advertisers need to know about our Trendy Green Demographic

• 69% made a green purchase in the last 6 months




• 79% say if they like a product they will always tell their friends




• 70% have recently convinced a family/friend to buy the same product they have




• 47% look to TV ads for more information on Green products (especially household cleaning products)




• 68% go online to find green informaiton

$ Shopping like a Woman $

This info is a bit dated (05)...but very powerful none the less -Here are the Highlights



Women's Favorite things to shop for

Gifts 78%

Clothing for self 72%

Shoes for self 68%



Women are a more lucrative target when they feel good about themselves

60% shop for their own pleasure - to buy themselves something special - at least once a month

37% are doing more shopping online these days



Women's Top Priorities when buying:

Automotive = Safety, Control, Comfort

Finance = Protection, Security, Reliable Advice

Food = Tastes good & healthy, Fits thier lifestyle, more energy

Technology = Helps stay in touch with family, Easy, Efficient & Orgainzed



MOMS!!

Want marketers to talk to them as a woman ...not soley as a mom

Moms are very fashionable

Moms want a more holistic approach - emphasizing on self-care

Moms are skeptical about the value of "experts" but receptive to getting ideas from other moms

Blogs have become an important source of support and information.



Tips:

Find ways to market to moms during thier wait times (bank, carpool lines, in-store tv channels)

Encourage word-of-mouth by making you promotions easy to pass along

Ads should be sophisticated with a sense of humor "Sex and the City - style"

The Coctail Party Rule

New Rules to PR
In a post at Gapingvoid, Hugh MacLeod tells the story of a superstar blogger who publicly congratulated a corporate competitor for joining the blogosphere. In her "welcome to the neighborhood" post, she also complimented one of her competitor's products, "which truth be told," says MacLeod, "is … really good … for that industry."
A senior executive at her own company quickly excoriated the superstar in an internal email that bemoaned the press she gave to a competitive product. "What the poor suit doesn't realize, of course, is that on a basic, primal level, how you talk about your competition actually says a lot more about you, than talking about yourself ever will," says MacLeod.
He argues that a willingness to acknowledge the quality in a competitor's product or service underscores the confidence you have in your own. Great artists, he notes, often champion protégés and colleagues; hacks, meanwhile, run around denouncing established artists as overrated or untalented. "Animals can smell fear," says MacLeod, "or the lack thereof." And when the superstar explained this rationale to the executive, he eventually came around to her perspective.
We see plenty of Marketing Inspiration in MacLeod's philosophy: What's true at cocktail parties is also true in marketing, he says. If you want to be boring, talk about yourself. If you want to be interesting, talk about something other than yourself.

Lifestyles of the 18-34 yr olds

Here are some things we like to do!!

• Play Video Games


• Fantasy Sports Leagues


• Billiards


• See Movies Opening Week


• Read Comic Books


• Karaoke


• Go To Bars


• Attend Concerts & Live Events


• Go Dancing


• Go To Zoo


• Trivia Games


• Painting


• Scrap booking


• Board Games


• Online games


• Play cards


• Go To The Beach


• Cooking for Fun


• Play a musical instrument


• Go to a BBQ

What We Value

• A new Thrill


• Like to Show Off


• Outrageous Things


• Fashion Trends


• Excitement in Life


• Spend time abroad


• Crave Excitement


• Like to be in charge of a group


• Seeking something better spiritually


• More liberal

What TV Networks do we Watch?

This is based on comparison to the National Average (MRI Report)

• Adult Swim - action animation & comedy
• The N - tween programming
• MTV 2
• MTV
• Fuse
• VH1
• VH1 Soul
• G4
• BET
• Cartoon Network
• Comedy Central
• Extreme Sports
• E!
• FX
• Spike TV
• TLC

We will also pay per view regularly when it comes to live sporting events.

Misc Info about Gen X & Y

General Info about us...

• Wide Range of Lifestyles
• Immune to traditional advertising
• Stagnant Wages & High Debt = Cost Conscious
• PDA's & Mobile Devices integrated into all aspects of life
• Eagerly embraces new technology
• Spendable discretionary Income (per year) 12K-23K
• 28.8% have a bachelor degree
• Love to brag about bargains
• Seek value regardless of brand affiliation
• Want the best solution for the cheapest price
• Seek out niche products
• Embrace information (like it straight forward & direct)
• Get married at later age
• Higher tendency to raise kids as a single parent
• Don't rely on their parents for advice (use outside sources)
• Large # work from home
• Love to research marketing claims in depth
• Social Networking - love it
• Online Video - watch it
• Gaming - play it
• Mobile devices - use it
• The Internet - Addicted To It (over 91% use it daily)

(eMarketer Report)

Mobile Phone Stats

Yes Yes Yes we are addicted to our mobile phones. Actually we would be totally lost without them.

82% of us own a mobile phone

Here are some of our monthly stats

18-24
Calls Made 265
Texts 790
Custom Ring Tone 76%
Watch Video 18%
Access Internet 51%

25-34
Calls Made 239
Texts 331
Custom Ring Tone 63%
Watch Video 14%
Access Internet 47%

BUT - now advertisers listen closely. We hate being solicited to on our mobile devices. Sure we may participate in your survey or vote on our favorite reality series with a text...but if you text us unannounced...we won't be happy.

Online Gaming Stats

It's official 70% of us visit online gaming sites each month AND 32 % of us visit daily

So what do we tolerate as far as advertising is concerned??

• 47% tolerate banner ads
• 42% tolerate sponsored games
• 25% tolerate streaming ads while the game loads
• 18% tolerate streaming ads before a game starts
• 12% tolerate pop-ups

As long as we can play for free...we will tolerate advertising...just don't waste my time.

Online Video Stats

What Are We Watching Online?
18.4 million people visit an online video site monthly!!

50% of their time is spent watching TV online
83% of their time is spent watching user generated content online
60% of their time is spent creating content for others to view online

Categories we like & watch: (% downloads allocated to each genre)

• Music 39%
• Comedy 36%
• YouTube (amateur) 36%
• TV shows (professional) 35%
• Sports 34%
• Movie Trailers 32%

Top 20 Sites we find video content: (besides YouTube)

1) Google 2) Yahoo 3) Fox Media 4) Microsoft 5) Time Warner 6) Veoh 7) ABC 8) AOL
9) NBC 10) Break.com 11) Viacom 12) CBS 13) Heavy.com 14) Facebook 15) Hulu 16) Blinkx
17) Crackle 18) Metacafe 19) Daily Motion 20) Walt Disney

Social Networking Stats

What does social networking mean to our demographic?

• 51% maintain a profile on a social networking site
• 36% participate in virtual worlds
• 60% socialize in chat rooms and message boards
• 33% use social networking sites daily

Top Sites:

• MySpace
• Facebook
• Linked In
• Cafe Mom

(emarketer Report)