The Marketing Saga: Part II

http://www.youtube.com/watch?v=uxjNDE2fMjI

As discussed in the previous blog, the marketing team of the Twilight Saga knew exactly what they were doing when they played to their consumer, and came prepared knowing their consumers wants. But choosing the right consumer is the most important step in your marketing career. Think about it. If the multi-million dollar fictional love story had been directed at middle-aged men, would it have been a success? No.

The ever growing demographic of children and young adults has been a powerhouse in the consumer's world. Not only that, but if your 12 year old daughter came home one day talking about the romance between vampires, you would feel the need to approve the story for yourself, to ensure that nothing inappropriate is in the context. After watching the trailer, it might still seem a little iffy, and you would ask other parents what they thought about the acceptability of the film and book series (creating word of mouth, promoting your client). You would also go see the movie for yourself (improving revenue and statistics). When you target young consumers, you also directly involve their parents, who have the majority of the purchasing power.