Qualitative Data

Traditional age / sex target demographics are a thing of the past at Dark Horse Media.  Instead, experience Smart Campaigns – campaigns that target one or more lifestyle / sociographic / psychographic demographic segments.  We focus on the Unique Selling Position of your product or service.  From there, we research and define your core and secondary target groups.  Using extensive research data, your campaign will reach these segments: those who are most likely to respond.

Read more about the “revolutionary” practice of Qualitative Media Planning and Buying

It Works!

 

Case 1

Sylvan Learning Centers

Targeting women 25-54 is the best practices approach for this franchise, based on corporate research.  But we asked ourselves: what about the 33-40% of women in this demo who do not have children under the age of 18 in the home?  Our client experienced better results and lower costs per inquiry when our TV spots targeted women 25-54 with children under 18 in the home.  Doesn’t it make sense to prequalify your prospect before spending precious ad dollars?

 

 

 

Case 2

Papa John’s Pizza

Say you own a pizza franchise.  Would you rather spend your media dollars reaching people who order pizza the most often in your market, whether from you or your competitor?  Or would you prefer to reach anyone between the ages of 25 and 49?  Roughly 60% of adults 25-49 have ordered pizza in the past month.  Wouldn’t you prefer to reach everyone who has ordered pizza in the past month with emphasis, as well as the broader demographic?

 

 

Case 3

Comcast Cable

When our client Jones Interconnect became Comcast Cable, their entire market needed to know, so we reached – literally – their entire market.  When they launched digital cable services, first to their existing cable subs, we added to internal cross channel promotion using other mainstream media that targeted those with cable in the zip codes they service.  Tier two, we reached satellite subscribers in their zips, with media.  When they added phone service, we targeted households in their serviceable zip codes who spend over $40 a month on home phone service.  Highly targeted, strategically planned…we pinpoint the right consumers!

 

Franchisees

Franchisees, we have the know-how you need. Rely on us for all of the media planning, buying, posting and auditing your franchise may require. Our track record is tops in this arena. Click here for more information and some examples.

 

 

Non-Profit Organizations Click Here

Reach your goals with extraordinary outreach. Click here for more information.