Water Smart Innovations ’08: Joe 6 Pack by JC Davis

JC Davis from the Southern Nevada Water Authority did one of the best presentations today about the focus marketing done for who he called ‘Joe Six Pack’. In Las Vegas there are different water schedules for different times of the year. Part of the problem is getting people to change their watering schedule at the right time of the year.

Instead of the usual marketing year round, JC said they changed their strategy. Through customer surveys they determined their target audience was males 35 -54. This information led them to create hilarious award winning commercial that garnered a great response from the target audience. Doing the target ads and flooding TV programs in that demographic 14 days before and after the new watering schedule proved to increase participation.

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