Tag Archives: targetting

Are newspapers still relevant?

Are newspapers dead? The relevance of printed newspapers has been slowly declining since as early as the 1950s with the arrival of television. Today, with the overwhelming popularity of digital media, the demise of printed news may seem inevitable. But despite the death knells, newspapers remain an important part of the media landscape.

In our 2018 Entertainment Survey, Field Day analyzed the role of print newspapers when it comes to choosing a destination or an event. We asked respondents to identify which media they used as a source of information before going to an event or a destination. The chart below compares the responses from February 2016 to those from our most recent survey in February 2018.

The changes in the past two years are significant. Across every age category, newspaper advertising and articles have a much lower impact on people’s entertainment decisions. And it’s safe to predict that these numbers will continue to decline in the coming years.

Is newspaper advertising still relevant for events and destinations?
Tourism organizations, cultural institutions, performing arts and events all seek to attract as wide and diverse a demographic as possible. It therefore makes sense to maintain a wide and diverse media strategy. While the internet offers fantastic possibilities for precise demographic and geographic targeting (as well as the opportunity to tell an immersive and visually engaging story), newspapers still reach important audience segments.

Seniors
Newspaper advertising is the 3rd most important source of information for those 65+ with 38.75% of respondents quoting it as source of information, after television (44.80%) and word of mouth (44.1%).

Cultural Believes
“Cultural believers” (those who regularly attend arts and culture activities) of all ages are more likely than average to read print newspapers. They acknowledge and support the importance and relevance of print media, including books, magazines and newspapers.

Ethnic Communities
Ethnic newspapers are still thriving. They serve an important function in ethnic communities, connecting community members to each other and to their larger community back home, and providing a voice for the community. Ethnic newspaper advertising is a powerful and efficient method of reaching these communities.

With 30 years of delivering marketing strategies & creative solutions for major destination and event brands, Field Day can help you to drive audience growth.

For more information, contact Andrew Arntfield, President at Field Day Inc. at 416.408.4446 Ext: 226

Related articles:
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How to create word of mouth

The limits of digital entertainment

Digital has an increasing impact on how we experience an event. Regardless of our age, we now expect digital engagement as part of our experience – whether it’s an art gallery, a concert or a sports event.

But how far should the relationship between digital and physical entertainment go? Will it reach a point where we skip the actual event for an even better virtual experience?

Field Day’s Account Manager Leah Rose and President Andrew Arntfield give us their perspectives on “digital vs real”.

How to identify and engage new target segments

We’ve all heard someone say “Museums aren’t my thing”, “Baseball is not my thing”, or “Travel isn’t my thing”. No matter what your organization does, whether it’s culture, tourism, sports or an event, there will always be people who have no interest or affinity in your offering.

What is the Culture Bubble?

We all live in bubbles, and our bubbles contain all of our cultural and entertainment interests: the music we love, the events we attend, the leisure activities we enjoy. Everyone’s bubble is different; the size and shape of our bubble is defined by our needs, our biases, and our environment.

The good news is that our consumer research shows that there are clear demographic trends to the Culture Bubble. Field Day has used this data to identify viable new target segments for our clients.
 
If you understand the defining needs and biases of your target segment, you can modify your offering, your messaging or your marketing tactics to meet those needs… and to move your brand INSIDE their Culture Bubble.

As part of Field Day’s work for event, destination and cultural organizations, we’ve helped many venues to attract new target segments.

Is targeted marketing limiting your reach?

There has been a backlash from consumers in the wake of the ongoing news about Facebook and its use of customer data. Yet consumers don’t give much thought to how pervasive online targeting actually is. 

Digital marketing gives us the ability to be extremely precise with our targeting. Are you promoting a tennis tournament? You can target by demographics, geotarget, retarget, or target only those who have a stated interest in tennis. It’s efficient and measurable – important considerations when you’re working with limited advertising dollars.

But when you’re preaching to the converted, aren’t you also limiting your reach?

In this third installment of “Boomer vs Millennial”, Andrew and Leah talk about Facebook, data and targeted marketing.