Page 7 - Going for Growth: Targeting Today's Diverse Consumers

6 GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER

SIZE THE
SIZE THE
EXECUTION
EXECUTION OPTIMIZE OPPORTUNITY BUSINESS CULTURAL
OPTIMIZE
OPPORTUNITY
BUSINESS
DEFINE
DEFINE
MEASURE
MEASURE
TARGET
TARGET STRATEGY
THREAD
STRATEGY
MARKETING ROLE
MARKETING ROLE
IMPLEMENT & PRIORITIZE
IMPLEMENT
& PRIORITIZE
CAMPAIGN
CAMPAIGN
BUDGET
BUDGET
DEFINE
DEFINE CRAFT BRIEF
CRAFT BRIEF
SUCCESS WITH INSIGHTS
SUCCESS
WITH INSIGHTS
MEDIA &
MEDIA &
CREATIVE
CREATIVE
STRATEGIES
STRATEGIES
M A R K ETIN G STR ATE G Y
M A R K ETIN G STR ATE G Y

The Growth Opportunity Model is a tool for advertisers who want to optimize the business
potential of today’s fastest-growing and most infl uential segments. Developing a culturally
conscious business strategy is an important fi rst step. By being inclusive, primary target(s)
can be identifi ed, growth opportunities defi ned, priorities set, and investments allocated, all in
alignment with the strategic business imperatives.

The Growth Opportunity Model’s cultural thread will focus modern marketers on new segment
opportunities which take into consideration a bias-free approach to identifying segments with
the most signifi cant growth potential. In some cases, this will be the White Non-Hispanic
consumer, and in others, it will be one or more diverse consumer segments. Whether these
audiences are primary or secondary, all viable segments should be a part of the initial
strategic development and considered from inception — never an after-thought, or a last-
minute add-on dependent upon remaining funds when or if available.