One Size Doesn't Fit All in Marketing, Finds Packaged Facts Demographics Study
Tuesday, 28 February 2006
Mass merchandiser and cottage industry marketers may want to think twice the next time they roll out a “one-size-fits-all” campaign. The latest research confirms that what resonates in the Northeast or Pacific Northwest may fall on deaf ears — or offend — in the South or heartland, according to “US Regional Trends: Demographics, Attitudes and Consumer Behavior,” a new report from market research publisher Packaged Facts, publishing division of MarketResearch.com, a provider of industry-specific market research reports.
A one-of-a-kind, in-depth analysis of consumer behaviors and trends in six US geographical regions — Northeast, East Central, West Central, Southeast, Southwest, and Pacific — U.S. Regional Trends thoroughly examines each unique region in 13 vital areas:
· Household demographics;
· Politics and religion;
· Family, social, and work life;
· Shopping;
· Finance;
· Automobiles;
· Media and technology;
· The Internet;
· Apparel;
· Food;
· Medicine;
· Fitness and sports; and
· Kids.
The result is a compelling look at the attitudes, values, and purchasing preferences of consumers whose regional tastes are about as dissimilar as the regional landscapes in which they live. And it’s these dissimilarities that can spell the difference between success and failure in the marketing milieu.
“Having a great ad campaign is not enough anymore,” said Don Montuori, the publisher of Packaged Facts. “Any company wanting to succeed in selling nationwide needs to market with the following in mind: Their audience in every area of the country, regional viewpoints and beliefs, purchasing drivers, information sources — and most of all — what types of promotions (print, radio, TV, internet, etc.) work best in each given market.” “Many opportunities,” he added, “are being missed simply because marketers are unaware of the regional preferences affecting purchasing behavior.”
Providing a unique overview of national trends and a guide to notable differences and similarities between regions, US Regional Trends provides a comprehensive picture of each region’s consumer demographics, opinions, and behaviors to provide corporations extensive data for competitive marketing.