Links
Library:
Target
Marketing: Market Segmentation, Demographics and Trends
Articles
A New
Framework for Building Participation in the Arts
How much do you really know about the audiences you're trying
to target? Probably not much at all, according to this RAND study
commissioned by Wallace-Reader's Digest Funds. Gathering more
specific information about the lifestyles, attitudes, interests,
motivations and leisure activities of potential participants
is critical. "If arts institutions lack a firm understanding
of these characteristics, they will not be positioned to develop
the right message, regardless of the channels they choose for
its delivery."
How
to Segment Your Market
This short primer on market segmentation from CCH Business Owner's
Toolkit includes definitions of terms such as demographics and
psychographics, outlines the ways large companies segment their
markets, and lists cost-effective alternatives for smaller organizations.
How
to Identify the Most Profitable Targets
It takes more than demographics to identify your best target
markets. This top-ten list from CopernicusMarketing.com outlines
other important factors that need to be considered.
Multi-Generational
Marketing For Non-Profits
The G.I. Generation, the Silent Generation, Baby Boomers, Generation
"X," the Millennials... Only by knowing the motivations,
values and preferences of each generation can you effectively
tailor your communications to their specific needs, interests,
and desires. George Williams provides guidelines in this article
for PlannedLegacy.com.
Gazing
Into the Crystal Ball -- Trends for the 21st Century
What will museum audiences and institutions be like? How will
the nature of our relationships with our audiences change? Text
of a presentation by Shellie Williams.
Trends
in Children's Museums
An article by Gail Dexter Lord about the increasing interest
in providing museum experiences for children.
10 Reasons You Should
Be Marketing to Grandparents
A MuseumMarketingTips.com article by Katherine Khalife.
10
Ways To Get Your Share of the Mature Market
Joanne Fritz outlines 10 things to keep in mind when marketing
to older consumers.
Marketing to the
Fifty-Plus Market and to Early Retirees
Direct marketer Robert Kesner of Evergreen Marketing and Advertising
offers marketing tips for reaching these mature audiences.
Psychographics
and Cultural Insights: African Americans, Asian Americans, Hispanics
Excerpts from recent studies on trends, values, attitudes and
consumer behavior, provided by the Cabletelevsion Advertising
Bureau.
Understanding
the Importance and Complexities of Reaching Hispanics
"There is no 'national' Hispanic market," says Cecilia
Somarriba in this article for MediaMap.com. "It is made
up of many subgroups, each identifying itself differently."
Just taking a mainstream campaign and translating it into Spanish
doesn't work.
Marketing to Reach
the Gay and Lesbian Community
GayMarketExpress.com presents an overview of the gay and
lesbian market.
The
Eight Truths of Marketing to Women
A summary of the principles of EVEolution put forth by Futurists
Faith Popcorn and Lys Marigold.
Ten
Things You Should Know About the Impact of Women on Philanthropy
An article not to miss by Kay Sprinkel Grace for Contributions
Magazine.
Websites
PRIZM
and MicroVision Free Zip Code Look-Up
Claritas' PRIZM (Potential Rating Index by ZIP Markets) system
segments the U.S. population into 62 different lifestyle types.
On this page you can type in a U.S. zip code and you can get
a list of the top five PRIZM clusters and the top five MicroVision50
segments for that zip. Then click on each cluster's name for
a brief description of its lifestyle characteristics.
Canadian
PSYTE Market Cluster Descriptions
PSYTE is Compusearch's lifestyle segmentation system and Tetrad.com
provides short descriptions of each of Canada's 60 PSYTE lifestyle
types.
ReachCanada.com
This is a wonderful site for accessing local market information
for over 100 daily and community newspapers in Canada. In the
Media Kit section, choose a city, scroll down through the results
and click on "Market Profile" for that region's demographic
information and PSYTE market segmentation profiles.
FaithPopcorn.com
The latest predictions from America's most famous trend consultancy.
Iconoculture
The latest cultural trends from another great trend consultancy.
Statistical
Resources on the Web
An impressive array of links compiled by the Documents Center,
University of Michigan Library.
U.S. Census Bureau
Population statistics and more.
Fed Stats
A fascinating site providing easy access to a full range of statistics
and information from 70 U.S. government agencies. Search by region,
state or county.
AmeriStat
Summaries of the demographic characteristics of the U.S. population
-- many based on U.S. Census Bureau data.
Statistics Canada
PollingReport.com
An independent resource of trends in American public opinion.
Herb Abelson's
Survey Research Center
Once part of Princeton University, this is a comprehensive compilation
of links to poll and survey findings and resources.
