SENIOR CITIZEN PROMOTION FALLS SHORT OF EXPECTATIONS

Planning a marketing campaign requires covering all bases and anticipating potential problems, but especially important is knowing your audience. The newly formed Senior Friends Group (SF) branch in San Diego, Calif., a senior citizens discount group, supported by and associated with its parent company, Columbia Mission Bay Hospital, wanted some new recruits for its local chapter. Enter, the "Batter Up to Receive Free San Diego Padres tickets" marketing strategy.