Developing a Customer Persona

1. Q&A
2. Knowledge Check

EQ - How do we find a viable target market?

1. Activator: CP - How do you market potato chips?
2. CERA - Frito-Lay and Teens
1. Discussion
1. Do you think the strategy worked?  Why or why not?
3. Customer Persona - (Begin Monday)
1. Develop a Customer Persona for today's teen.
2. How would you change the tactics to connect with today's teens?
4. CP - Develop a Customer Persona for today's teen.
1. Resource - Buffer Social
5. Discussion Questions:
1. What is the biggest mistake you have made?
2. What contributed to you making that mistake?
3. What have you learned following your mistake?
6. Briefing – Constructing Support (Begin Tuesday)
7. Unit Assessment – Why did Crystal Pepsi Fail
1. (Re)Introducing Crystal Pepsi – What went wrong?
2. Resources
1. Textbook (p. 92-93) – Read and Take Notes
2. Handout – The history of Crystal Pepsi
3. Super Bowl commercial
4. Your understanding of Unit 1 concepts
8. Assessment Pt. 2 - Open Ended – What would you have done differently? Explain why by constructing support.  

Using the Methods of Market Segmentation

EQ - How does one find a viable target market?

1. Activator: Thomas Smith Quote
1. What does this mean?
2. TPS Review- Explain the MOMS 
1. Visual - Funnel with images and words
2. Muddy Points
3. AP - Discussion Question - How can using the Methods of Market Segmentation speed up the concept presented by Thomas Smith?
4. Q&A
5. Try It - Splashdown - Make a list of potential target markets for Nike (on board)
6. Class Discussion
1. What potential target markets did you identify?
2. What patterns did you notice that all groups had in common?
7. Small Groups (4)
1. Choose a potential target market and summarize your use of the MOMS in identifying this segment of the market (Frayer on classroom whiteboard)
2. What made these groups unique?
3. Error Analysis - What information is based upon facts?  Opinions?
8. Class Discussion
1. How can we summarize the results of using MOMS into something meaningful?
9. AP - OYO - Try it: Frito-Lay
10. Debriefing
1. Discussion Question - What patterns can be identified?
2. Discussion Question - What conclusions can be reached based on the patterns?
11. TOD - Answer the EQ

15.9.12.E    Research and analyze consumer behavior patterns and the effect of those patterns on business and the economy.

Intro to Market Segmentation

EQ - How does one find a viable target market?

1. Activator – Revisiting yesterday’s class: What problems do you see in this method of evaluating individuals?
2. Introduction to Marketing (Frayer)
1. AP - What is the purpose of business?
2. AP – What is a market?
3. AP – What is marketing?
4. AP – What does marketing do to help a business achieve its goals?
3. Introduction to Methods of Segmentation (Frayer)
1. Demographics
2. Geographics
3. Psychographics
4. Behavioral
4. AP – TPS – List and describe the 4 methods of market segmentation (whiteboards)
5. AP – TPS – Explain why the 4 MOMS matter (whiteboards)
6. Together - Try it Again *PPT (whiteboards)
1. Demographics
2. Geo
3. Psycho
4. Behavior
7. With a Partner – Choose a sports or entertainment company and identify the core customer base using the methods of segmentation (whiteboards)
8. Class Share
9. AP - Muddy Points Grab Bag

Intro to Sports and Entertainment Marketing

EQ - How is developing an understanding of a customer persona important to marketing?

1. Intro to Mr. Hill
2. Student Quotes
3. Project Descriptions
4. Syllabus Review
5. AP - TPS Splashdown– What are you most looking forward to about S & E Marketing
6. Student Personal SWOT
7. Intermission – Get to know a classmate
8. LeBron James & Jay-Z evaluation
1. Describe these individuals
2. Look closer
9. Class Discussion - What’s The Point (Connection to Marketing)**Guerrilla Marketing Handout
10. TOD – What problems do you see in this method of evaluating individuals?