Essay About Particular Viewer Segments And Viewers Of Tfc

The only Network That Solely Is Dedicated to Fashion
Essay Preview: The only Network That Solely Is Dedicated to Fashion
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STRENGTHS
The only network that solely is dedicated to fashion
One of most widely available niche
On average, 1,100,000 people are watching TFC at any given point
TFC remained loyal to only fashion opening up a new competitive dynamic
TFC was offered in basic cable package so it had a larger available audience
Viewers of TFC have an emotional connection to it over other networks airing fashion programs
WEAKNESSES
Women are the primary viewers – this eliminates appealing to most men
Ads appeal to a broad group of people – there is no real narrow concentration
Advertising is a little too expensive – it needs to come down about 10%
There is a “mix” of viewers, hard to target one specific audience
Competition for ad revenue
Scored lower in viewer ratings than competing networks
OPPORTUNITIES
Broadcasts 24/7 (They have an opportunity to always be promoting)
Experienced constant-revenue and profit growth above industry average
Reached almost 80 million U.S. households
Possess new competitive dynamics
Hired an experienced marketer to come up with a new marketing plan
Attracting large number of highly valued viewers, so network had opportunity to substantially grow its ad revenue
Core group is willing to become loyal to programming
THREATS
Broadcasts 24/7 (could run out of good, diverse programming)
Didnt have detailed info about its viewers
Didnt attempt to market to any particular viewer segments
Other channels add fashion related programming creating competition
The concern of “breaking something that isnt broken” with a new marketing approach
Disappointing cable subscribers and lose distribution support
Other networks copy the new concept stealing TFC viewers
Possibility of being dropped based off of viewers
Targeting only certain viewers lowers diversity
CNN and Lifetime scored higher in viewer ratings
Kat Wardell
Amanda Respess
MSCM 3330 – Case Study #1
29 February 2012
SWOT =
Dana Wheeler develops four audience segments, or clusters, that she plans to reach with The Fashion Channels new marketing plan. These four segments are Fashionistas, Planners & Shoppers, Situationalists, and Basics. The Fashionistas are the smallest group but with the highest interest in fashion, so most likely the ones that will benefit the channel the most. The next group, Planners & Shoppers, are the people most likely to plan out what they are going to shop for rather than go out and shop on a whim based off of a passion for fashion. Situationalists are the next group most likely to “shop for certain situations,” but still possess a certain appreciation for fashion. Basics, the last group, are the ones to most likely not care much about the latest trends, and wont be the