The Value of the Family Market

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The Value of the Family Market
how to leverage your brand with sponsors
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Who is the family market?
Families, of course, but further segmented this
includes Seniors Ethnic minorities Twenty- and
thirty-somethings Affinity groups And while you
re at it, dont forget educators, children,
legislators, vendors, voters, peers, tourists,
gays, straights, church groups, singles, members
of the media
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Who is the family market?
By 2005, 75 of US households will see both
partners employed full-time up from 63 in
1992 80 of household issues are decided by the
woman, including where to spend the familys
time and money (The Futurist J/F 2003)
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Who is the family market?
In 1950, people over 65 made up only 8 of the
population, in 2000 it was 15 and will grow to
27 in the next half century. (The Futurist J/F
2003)
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Who is the family market?
Time is the most precious commodity
Implications Disposable income Demand for m
ore leisure activities Shorter more frequent v
acations (now weekend trips)
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Who is the family market?
56 of consumers have a more positive opinion of
a company that sponsors 47 are more likely to
purchase a sponsors products

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Who is the family market?
61 of Americans feel there is too much marketing
and advertising 61 feel advertisers do not treat
them with respect 59 feel that most marketing a
nd advertising has little relevance to them
33 said they would be willing to slightly lower
their standard of living to a world free of
marketing and advertising
2004 study by Yankelovich Partners
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What do sponsors want?

• 1. Success
• Measurable outcomes attendance, leads, sales,
  media spending, etc.
  
• Non-measurable outcomes testimonials, brand
  association, community outreach, employee morale
  
  
• Be sure to define success at the start of every
  partnership

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What do sponsors want?
2. Differentiation Unique and memorable experienc
es Try something new (glamour factor, charity or
cultural tie-in) Use your property to define an
d differentiate sponsors from their competition
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What do sponsors want?
3. Consumer Loyalty Brand advocacy, not just bran
d loyalty No longer about eyeballs and impressio
ns Build rapport and create a relationship not
just a sale
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Who to Target?
After qualifying your targets, look to partner
with like-minded entities. seniors - pharmaceutic
als, etc. families - retail (WalMarts, Home Depot
) community - volunteer groups, religious groups
Develop partnerships that have win-win-win
scenarios. good for your park (drives attendance
, revenue) good for partner (drives sales, visibi
lity) good for consumer (relevant offer)
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THE END