ADV 307: Thinking in Media Planning


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The assignment was to choose a media audience (Cougars), and based on research insights, choose an applicable product (Skinny Girl Cocktails) and create a media plan to market that product to the target demographic.

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ADV 307: Thinking in Media Planning

  1. 1. C!gars ++  Jackie Soldano, Christina Fieni, Lidia Medina, Emily Myers, and Liza Posner
  2. 2. 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  
  3. 3. %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” Cameron  Diaz,  playing  a  cougar  in  a   sketch  on  “Saturday  Night  Live”  •  Superficial•  Trashy
  4. 4. Don’t Call Me a C!gar! “I refuse to be associatedwith a term that makes mydating life sound like Imhunting, stalking and forcingmy attentions upon someinnocent, inexperiencedyoung male.”-- Audrey Irvine, CNN columnist (Irvine  2009)  
  5. 5. Solution  We will not be targeting anoffensive cougar stereotype.Instead, we will be targetingthe “real cougar”.
  6. 6. 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.  
  7. 7. 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+)  
  8. 8. 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)
  9. 9. 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)
  10. 10. Psychology: Meet Amy •  Age: 42•  Occupation: Marketing Director, Sony Entertainment•  Education: M.B.A Wharton School of Business•  Income: $150,000•  Hobbies: Reading magazines, playing tennis, doing yoga, attending spas, fine dining, hosting parties, traveling•  Relationship Status: Divorced•  Kids: two older sons, both in college•  Charity: Breast Cancer Organization, Abused Women of America
  11. 11. Insights Self-Confident "Shes found her path and proudly, and unapologetically, follows it." (UrbanCougar)Financially Independent with Fewer Dating Pressures "Now women are quite financially independent, so we partner up with someone because—radical thought —we like him.” – Susan SarandonCares about others but enjoys self-improvement “A visit to a social networking site or a careful look at a brochure arriving in the mail could spark the woman to engage in activities that benefit others while improving her own lifestyle.” - Fiona O’Donnell (Lifestyles of Baby Boomers - Social Activity and Participation, Dec 2011)  
  12. 12. What do C!gars want?
  13. 13. What ) ? •  Brainchild of Bethenny Frankel, author, health nut and former star of Bravo TV’s The Real Housewives of New York City •  Wanted to create low-calorie, ready-to-drink cocktails for women who aren’t willing to sacrifice their waistlines for a good time •  Approached a younger market of 21+ women as a “fresh, modern, new-school way for you to cocktail, socialize, and live your life” (•  2009 – Launched with first drink the “Skinnygirl Margarita”•  March 2011 - Beam Global Spirits & Wine purchased Skinnygirl  
  14. 14. products•  Since 2011, Skinnygirl has expanded their line of cocktail options to include Skinnygirl™ Vodka with Natural Flavors, Skinnygirl® Ready to Serve Cocktails, and Skinnygirl™, the Wine Collection, all of which have an emphasis on low- calorie and healthy alternatives to other traditional drinks in the wine and spirits product category
  15. 15. O$erProducts:
  16. 16. Brand Success •  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)
  17. 17. Competition Market competition: Diageo, Bacardi USA, Sazerac, and Pernod Ricard USA (Mintel, 2012)
  18. 18. Why ? Market Behaviors and Trends
  19. 19. Rea+ness to Buy •  Our target audience buys a product she can relate and a product that can compliment her lifestyle. (ODonnell, 2011 )•  These women like to know what they’re buying before they buy it –  Pre-purchase research    
  20. 20. 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)
  21. 21. 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)
  22. 22. 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)
  23. 23. Quality of Product Expectations •  Our demographics know what she wants and goes after it (Taub, 2010)•  "As an entrepreneur, its important to identify your priorities and what you hope to accomplish with your business. Try to frame your statement in terms of action, and youll 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•  "Its interesting that the sangria tastes sweet compared to Skinnygirl Margarita. I cant wait to try it! Regardless, Im just happy that Bethenny is creating all of these premade low-cal drinks — makes trips to the liquor store that much easier!"-Review on by blogger, Heather Dale, 2011
  24. 24. C!gars Me+a Usa( andRecommendations
  25. 25. 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)
  26. 26. 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 friendson a social networking site”51% Younger Boomers (47-55)- Mintel  
  27. 27. Social Me+a Facebook•  We will continue to utilize the Skinny Girl Facebook page, but will add cougar specific content geared toward attracting their attention to the brandPinterest•  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 pageTwitter•  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
  28. 28. 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
  29. 29. "Women report theyare significantly morelikely to make apurchase decisionbased on customerexperiences reportedon blogs"-2009 Women andSocial Media Study
  30. 30. Internet: Blogs •  Place ads on top blogs for women including,, and – 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 Kat Griffin of litigator before joining
  31. 31. 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
  32. 32. Theme of ExecutionsSkinnygirl is thehealthy choicecougars want and thereward they deserve.Skinnygirl productsreward and applaudcougars formaintaining health intheir busy lives.
  33. 33. Mobile A. Checks & Cheers•  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)
  34. 34. Checks & Cheers Mobile A. •  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)
  35. 35. 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
  36. 36. Me+a Schedule Skinny Girl 1-Jan Feb-13 Mar-13 Apr-13 1-May Jun-13Middle-agedhealthconscious WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEKwomen 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4MAGAZINEVanity Fair                                                                Vogue                                                                HarpersBazaar                                                                Elle                                                                INTERNETSocial Media                                                                                Blogs                                                                        BusinessWebsites                                                                TravelWebsites                                                OUTDOORSpas                                                        Salons                                                            
  37. 37. Me+a Schedule Skinny Girl 1-Jul Aug-13 Sep-13 Oct-13 1-Nov Dec-13Middle-aged healthconscious women WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4MAGAZINE Vanity Fair                                                 Vogue                                                 Harpers Bazaar                                                 Elle                                                INTERNET Social Media                                                     Blogs                                                             Business Websites                 Travel Websites                                                            OUTDOOR Spas                                                                     Salons                                                                    
  38. 38. References (2009)  Women  and  Social  Media  Study  by  Blogher,  iVillage,  and  Compass  Partners.  BenneB,  G.  (2009,  August  12).  Ogilvy  &  Mather.  Retrieved  from      hBp:// hBp://­‐Our-­‐Minds/Ar^cles/digital_divas.aspx  2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf           Childers,  Linda.  (2011)  Bethenny  Frankel  Gives  the  Skinny  on  Gefng  Rich.  (2013).  Bethenny.  Retrieved  February  26,  2013  from  hBp://   CNNMoney:  A  Service  of  Fortune  &  Money.  Retrieved  from  hBp://     2011/07/20/smallbusiness/bethenny_frankel/index.htm  (12  May,  2011).  Cougars  Inc.:  The  Lady  Predator  Lifestyle.  Retrieved  from  hBp://   Conrad,  Levinson  (2013)  Frequency  In  Marke^ng.  Guerilla  Marke^ng.  Retrieved     from  hBp://www.gmarke^^cles/112-­‐frequency-­‐in-­‐marke^ng    (2013).  CorporeBe  About  Page.  Retrieved  from      hBp://­‐corporeBe/   Dale,  Heather.  (2011)  Taste  Test:  Love  Low-­‐Cal  Skinny  Girl  Margarita.  Popsugar.       Retrieved  from  hBp://­‐Bethenny-­‐Frankels-­‐Skinnygirl-­‐(2013).  Skinnygirl  Cocktails.  Retrieved  February  26,  2013  from  hBp://   Margarita-­‐18802169           Friedman,  Marsha.  (2010)  Marketers  Should  not  ignore  the  “She-­‐conomy”.  (2013).  Skinnygirl  Daily.  Retrieved  February  26,  2013  from  hBp://   General  Marke^ng,  PR  Educa^on.  Retrieved  from  hBp://   marketers-­‐ignore-­‐sheconomy-­‐women-­‐key-­‐buying-­‐decisions-­‐home-­‐work/          (2013).  Skinny  Girl  Margaritas.  Retrieved  February  26,  2013  from  hBp:// 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://^cle/bob-­‐garfield/marke^ng-­‐enduring-­‐equity-­‐cougar-­‐brands/(2013).  Skinnygirl  Smoothers  n’  Shapers.  Retrieved  from  hBp:// 145083/           Handley,  Meg.  (2009).  Expensive  Taste:  Rich,  Single  Women  Buying  More  (2013)  Top  100  Websites  For  Women.  Retrieved  from  hBp:// Mul^million-­‐Dollar  Homes.  Retrieved  from  hBp://­‐best-­‐womens-­‐blogs-­‐forbes-­‐woman-­‐^me-­‐websites.html   home-­‐front/2013/01/11/expensive-­‐taste-­‐rich-­‐single-­‐women-­‐buying-­‐more-­‐     mul^million-­‐dollar-­‐homes  Barkley,  Fayr,  PhD.  (2008)  Cougar  Women:  Madonna’s  or  Whores?  More      Magazine.   Harpers  Bazaar  Media  Kit.  (2012,  MRI  Reader  Profile).  Media  Kit.  Base:  Adults.  Retrieved  from  hBp://^onships/da^ng-­‐sex-­‐love/cougar-­‐ Retrieved  from  Harpers  Bazaar  Media  Kit.  women-­‐madonnas-­‐or-­‐whores-­‐part-­‐1?roadblock=true           Holland,  Stephanie.  (2012)  Marke^ng  to  Women  Facts.  She-­‐conomy.  Retrieved  Barkley,  Fayr  PhD.  (2008)  The  Psychology  Behind  the  Cougar  Da^ng  Phenomena.   from:  hBp://www.she-­‐­‐on-­‐women  EzineAr^cles.  Retrieved  from  hBp://ezinear^­‐Psychology-­‐Behind-­‐    the-­‐Cougar-­‐Da^ng-­‐Phenomenon&id=3232057  
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  40. 40. %ank Y!!