No Pain, No Gain the Movie College Advertising Course Presentation

2. Target Market
Is there an actual Gay Market for NPNG?
• Gay men with focus on specified
concentrations of gay communities in
US Metropolitan Areas
• 600,000 same-sex HH (Census 2000)

3. Target Market
• Highest buying power per capita of any
minority group
– 2003 Estimated Buying Power: $485 billion
– 2005 Estimated Buying Power: $610
billion
• Large market with dual-income lifestyles
= high discretionary spending

4. Consumer Profile
Meet Steve

5. Target Audience
• Generation X (26-39)
• White, gay men
• Geographic focus by metropolitan cities

7. Target Audience
Highest percentage of men participating in the Census were
in the Generation X Ranges.

8. Target Audience
• $45,000 Annual Income ($90,000 Dual
Income) + no children = High
Discretionary Spending for NPNG
• Most Active DVD Purchasers

9. Objectives
March 13 – May 2
• Awareness
• Purchase Intent (Sales)
• Action
• Profit

10. Public Relations
• Cruise Sweepstakes
• Press Releases
– Entertainment editors
– Print publications

11. Indoor Advertising
• Gay Venues
– Bars
– Clubs
– Hangouts
– Cafés/ Restaurants

12. Indoor Advertising
• Gyms
– Gay and straight
ads
– Posters
– T-shirts

13. Nontraditional Advertising
• Starving Artists
– Sand
– Graffiti

14. Online Advertising
• Internet
• AdWords
• Zigbar’s Blog

16. Budget

17. Conclusion
• Target Generation X, white, gay men
• High disposable income
• Geographic focus on 8 highly gay
concentrated cities
• Support AIDS and cruise sweepstakes
• Zigbar’s blog and gay venues/ websites
• Run concurrently with mainstream
campaign

18. Nothing is stronger than the
mind.