Targeting – Going After Everyone Is Going For No One
Most businesses have more than one customer they are looking for. Yet most businesses only have one set of marketing materials. This results in a kind of catch-all approach, which ultimately ends up catching nobody very well. There is a better way, and by simply identifying customer segments and creating simple campaigns that directly target the specific customer segments, you can radically improve results.
There is a micro gym near where I work in Birmingham at the Custard Factory. There are 500 offices within less than a mile so there are plenty of people. There are two main services offered, with gym access being the first, and personal training being the second. The personal training sessions are going to cost you between £300 and £500 PM to do two to three sessions a week. The gym access is going to cost you £30 per month. Your £300 PM customer and your £30 PM customer are likely to be very different people.
There are many ways to segment an audience and I will cover those in future posts, but in this example, we can look at basic demographics like age, location, income, and job role.
1. Personal Training Customers
Let us consider our likely personal training customers – we are working in broad brushstrokes here but:
- age: 30 +
- location: within a few miles and likely within walking distance
- income: likely 40K PA +
- job role: manager, director, sales or entrepreneur
2. Gym Customers
Now let’s look at our typical gym customers.
- age: 18 +
- location: within a mile or walking distance
- income: likely 18.5k PA +
- job role: graduate positions and upwards
These customers are a little harder to define as they reach out across a broader range of people and may even include folks in the PT demographic.
Using This Information
The stand out demographic for me would be income and job type as not everyone can afford the price of a personal trainer. In fact, we may want to add another demographic here being fitness levels. Most people who want a personal trainer are likely not in great shape OR are looking to take their fitness to the next level. As such, this gives us some more useful information to target those users.
To put this into practice, I would look at two campaigns here:
- Targeted Campaign aimed at the PT customers
- General Campaign to promote the gym customers
By having a highly targeted campaign, our messaging, offers, and ad targeting can be much more focused – we are talking to a very specific segment so we can tailor the message directly to their requirements.
Stuck at your desk all day? Busy being a parent when you are at home? No time for exercise? Unfit? Overweight? Get away from your desk for an hour and return to work invigorated and ready to tackle everything your work and home life can throw at you. Lose that weight. Get into shape. Look good. Feel even better. Sign up for your free introductory personal training session today.
Ultimately, this is what advertising is all about – understand your customers and create a product or service that is tailor-made to their requirements and perfectly positioned. Bolt on some lead generation and use your knowledge of that customer segment to put your adverts in front of people who will be glad to hear from you.
Get this right and the rest will take care of itself.