Demographic Profile and Marketing Approaches

1. Written and researched by Elaine Puma
Statement of Objectives
To uncover three possible digital media marketing opportunities for Do-Right Dental’s campaign
that appropriately target the proposed target market audience for SmileRight Toothpaste.
Define Target Audience
GenerationXer segment. Unlike the Baby Boomers, they are a tad bit younger and more
comfortable with technology, the majority in this group would be single, mixed race, I classified
females in this group, with a mid-range age, 25-40, probably divorced once or twice, single,
living in a modern day metropolis city, working full time. These are the folks that you see on
their smart phones at the DMV or standing in line at the airport, always connecting with Twitter,
or Facebook, never too far away from the day’s gossip and news. They would be classified as the
Early Adapters, these folks bought the first iPhone and were the first to share it with all their
peers.
As a review, here are the demographics and psychographics from my last report.
Demographic/Psychographic Group 3/GenX Values Price oriented
Age 19-25 Buying
Behavior
Innovators
Sex M-F Attitude Heavy technology users;
depends on social media for
news. Messages are usually
geared toward them
Income level $25K+ Personality Compulsive
Home-owner No Lifestyle Brand loyalty
Ethnic Caucasian
Marital Status Yes
Geographic Rural Cities/NE
US
Media Habits
Typically this is the generation that feels comfortable with old and new media. While they
regularly turn to online channels for news, product information and entertainment, many also
access traditional media outlets, such as print and radio, at higher rates than those groups just a

2. few years younger than them.
Members of Gen X are highly adept at using digital
tools in their daily lives for communication, research,
entertainment and shopping.
• On average, 35- to 44-year-olds spent 37.4
hours per month online in 2010. (comScore
Media Metrix, January 13, 2011)
• Gen Xers (defined by Pew Internet & American
Life Project as ages 34 to 45) were more active
than millennials in visiting government websites and obtaining financial information
online in May 2010. (Pew Internet & American Life Project, “Generations 2010,”
December
• 26% of Gen Xers (defined by Forrester Research
as ages 31 to 40) regularly used the internet as
an information source for food and
cooking, and 61% used it for news in Q1
2010. (Forrester Research, “The State Of
Consumers And Technology: Benchmark 2010,
US,” as cited by MediaPost, September 22,
2010)
• As with the overall adult online population, the top three online activities among Gen X
internet users included email, checking news and weather, and banking
transactions. (Experian Simmons)
• Gen X web users were more likely than average adult internet users to visit Columbia
House, Shopping.com, LinkedIn and eHarmony, and a variety of social networking sites.
They use Facebook, LinkedIn and Twitter more than boomers.

3. Media List
• Media 1: Targeted Email Marketing
-According to “Experian Simmons, National Consumer Study”, 84.7% of GenX market
has access to a personal email account and uses it as a primary source for communication.
They are more than comfortable with accessing technology and from brands and
companies they trust and are loyal to.
• Media 2: Facebook Fan Page
-According to “Financial Institutions and Social Media”, 81% of GenX utilizes social
media sites regularly and is comfortable sharing their “likes” and personal reflections on
their shopping choices along with recommending them to friends. Gen X Facebook users
are increasingly connecting with brands on the social network. More than six in 10
Facebook users ages 35 to 54 “liked” brands on Facebook,

4. • Media 3: Mobile Campaign
-We need to take full advantage of this demographic and their usage of their mobile
devices, because these people integrate technology, shopping prowess and a desire for
quality and value in their daily live, this is the ideal time to introduce a mobile campaign
oriented towards this target market. As you can see from the chart, 48% of mobile phone
users access the internet from a mobile browser at least once per month. They are
ubiquitous among this on-the-go group, who always want to stay connected.

5. In conclusion, based upon the data and facts we have presented, we firmly believe that initiating
this demographic; Gen Xers have the financial buying power to spend on quality and become
loyal brand users. Because, Gen Xers are comfortable with both traditional and digital media
channels, utilizing these focused and targeted methods will appeal to their sense of innovation
and forward thinking among their peers and their social status. Gen Xers are known for having
brand loyalty and aren’t shy when it comes to recommending their shopping opinions to their
families and peers. As we develop your marketing campaign we will strive to make this
memorable and stay top of the mind awareness for future product lines of Do-Right Dental.

6. Works Cited
"Gen X: Demographic Profile and Marketing Approaches." Market Research & Statistics:
Internet Marketing, Advertising & Demographics - EMarketer. Web. 11 Dec. 2011.
<http://www.emarketer.com/Welcome.aspx?code=emarketer_2000784>.
Trait, Demographic. "Generational Market Research Bundle: Baby Boomers, Gen X and
Gen Y - Market Research Report." Find Industry Reports, Company Profiles and
Market Statistics. Web. 11 Dec. 2011.
<http://www.reportlinker.com/p0109228/Generational-Market-Research-Bundle-
Baby-Boomers-Gen-X-and-Gen-Y.html>.
"Use Demographics to Understand Your Target Market | Marketing & Advertising Market
Research & Analysis from AllBusiness.com." Small Business Advice | Business News
& Articles | AllBusiness.com. Web. 11 Dec. 2011.
<http://www.allbusiness.com/marketing/segmentation-targeting/848-1.html>.

7. Works Cited
"Gen X: Demographic Profile and Marketing Approaches." Market Research & Statistics:
Internet Marketing, Advertising & Demographics - EMarketer. Web. 11 Dec. 2011.
<http://www.emarketer.com/Welcome.aspx?code=emarketer_2000784>.
Trait, Demographic. "Generational Market Research Bundle: Baby Boomers, Gen X and
Gen Y - Market Research Report." Find Industry Reports, Company Profiles and
Market Statistics. Web. 11 Dec. 2011.
<http://www.reportlinker.com/p0109228/Generational-Market-Research-Bundle-
Baby-Boomers-Gen-X-and-Gen-Y.html>.
"Use Demographics to Understand Your Target Market | Marketing & Advertising Market
Research & Analysis from AllBusiness.com." Small Business Advice | Business News
& Articles | AllBusiness.com. Web. 11 Dec. 2011.
<http://www.allbusiness.com/marketing/segmentation-targeting/848-1.html>.