SPECTRA SPOTLIGHT: Heavy Air Fresheners, Aerosol Variety
Everyone has at least one relative who’s addicted to Glade, habitually snaking through the furniture to combat cigarette smoke, foot odor, burned chili, or that indeterminate stuffiness. Move fast or you, too, will end up smelling like “Spanish Chamomile” or “Winter Repast.”
All across the country, in downscale urban and rural neighborhoods, older, more sedentary, less educated and ethnically mixed consumers (high consumption among Black and Hispanic households) push the button for instant, targeted odor relief.
That’s the aerosol air-freshener consumer profile synthesized by Spectra Marketing, Chicago, using ACNielsen, MRI, and Simmons data. If you’re promoting to these consumers, offer coupons and reach out through TV spots, catalogs, and targeted radio ads.
Age and demo
55 to 64 and 65+ in working class, downscale rural and urban neighborhoods
Housing: Own and rent
Occupation: Unemployed, or part-time craftsmen, service industries
Car rental: Budget
Credit card: JCPenney, Sears, MasterCard
Catalogs: JCPenney, Fingerhut
Hotel/Motel: Motel 6
Leisure Activities: Bingo, gardening
Sports event viewing: Wrestling, rodeo, boxing
Books: Romance novels
Athletic shoes: LA Gear
Family restaurants: Ponderosa, Ryan’s
Fast food restaurants: Church’s, Captain D’s
Gum: Wrigley’s Freedent, Spearmint
Radio formats: Nostalgia/big band, urban contemporary
Cable networks: Lifetime, Disney, BET
Magazines: Health, women’s
TV programs: CBS Evening News, The Price is Right
Internet: AOL
Newspapers: Editorial page, food section
Popcorn/snacks: Crunch `n Munch
Public conscience: Veterans clubs, church boards
Movie attendance: Less than once per month
Source: Spectra Marketing using ACNielsen, MRI, Simmons
