What is a "target audience" and how do we market to them.

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Target Audience
and a Look at Gatorade®

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A Short History of Gatorade
In 1965, team doctor Dana Shires and research
professor Robert Cade developed a carbohydrate and
electrolyte drink they hoped would keep University of
Florida football players hydrated.
After using the new concoction, the Gators went 7-4 in
1965, 9-2 in 1966, and won the Orange Bowl in 1967.
The players were convinced the Gatorade helped them to
stay strong in the hot Florida sun, and turned their
losing season into a winning one.

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Gatorade expanded its market in the 1970s to a variety
of sports, both amateur and professional.
In the 1980s, Gatorade established an exercise
physiology laboratory to study exercise, sports medicine
and nutrition, and provide information for sports and
health programs worldwide.

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In 1991, Gatorade introduced the “Be Like Mike”
commercial campaign using professional basketball
player Michael Jordan.
In 2001, Gatorade released Gatorade Thirst
Quencher, Gatorade Energy Bar, Gatorade
Energy Drink, and Gatorade Nutrition Shake.

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What are the themes of Gatorade
commercials today?
What is the target audience of
Gatorade products?
How would you build a Gatorade commercial to
appeal to the people in your community?

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What is a target audience?
A target audience is a specified audience or
group of people for whom a production is
intended.

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Define your target audience by
addressing each of the following:
•Setting
•Talent
•Tone and Dialogue
•Music

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The time, place, environment, and surrounding
circumstances of an event, story, play, etc.
Settings to consider for a Gatorade commercial:
Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45
School playground
and gymnasium
Soccer field
Dance studio
Little League
baseball field
Skateboard park
School athletic
fields and
gymnasium
College or
professional athletic
arena
Commercial gym
Running track
Mountain bike trail
Commercial gym
Tennis court
Aerobics room
Biking trail
Bowling alley
YMCA
Golf course
Walking and hiking
trail
Stationary bicycle
Swimming pool
Setting

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Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45
Gymnast
Olympic skater
Film celebrity
Boys and girls next
door
All girls
All boys
Professional golfer
College students
Film celebrity
Singer/
entertainer
NASCAR driver
Single people
Families
Married people
Professional
football player
Out-of-shape
accountant
High school coach
Recently retired
celebrities
Oarsman
Professional golfer
Professional coach
Talent
A collective term that includes people who appear in
any type of program and people who provide narration
for programs.
What talent would you use to sell Gatorade?

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Tone and Dialogue
Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45
Be like the
“big kids”
Be like Mom or Dad
Grow strong
Have fun exercising
No limit to the
possibilities
Loud and boisterous
“In your face”
attitude
Challenging and
encouraging to win
Achieve the goal of
becoming a
professional athlete
Hang on to the
glory years
Exercise to maintain
or enhance physical
appearance
Train smarter to
maximize time and
avoid injuries
Develop new
athletic skills and
interests
There is still
an athlete in all of
us who wants to
train and workout
The primary reason
for exercise is to
maintain physical
and mental health
Competition is with
yourself
Reflects the overall theme or concept of the commercial.
Consider not only what is said, but how it is said through
pace, inflection, articulation, and body language.
Tone/dialogue considerations to sell Gatorade:

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Music
Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45
Teen pop
Girl groups
Boy groups
Rap
Hip-hop
Heavy metal
Top 40
Techno
Rap
Hip-hop
Ska
Progressive rock
Industrial
Country
Punk
Heavy metal
Easy listening
New age
R&B/Soul
Disco
Latin jazz
Funk
Reggae
Country
Classic rock ‘n roll
’50s music
Big band
Beach music
Classical
Blues
Disco
Jazz
Funk
Reggae
Helps set the tone and create a mood. It can be used to
reinforce a commercial’s content or provide irony.
What music would you use to sell Gatorade?

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What does the age of the target audience
have to do with the type of talent used in
the commercial?
What does the talent in a commercial have
to do with the setting?
What is the most important factor in helping
to define a target audience? Why?

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Online Resources
Target Marketing Magazine
• www.targetmarketingmag.com
Gatorade Sports Science Institute
• www.gssiweb.com