WHO DO WE WANT TO TARGET?
*****Make sure to use company Mac Mart which is a food truck****
Take the business/client/brand you chose last week (MAC MART a food truck) and taking into account your audience and geographic area of interest – select 2-3 zip codes and tell me about your target audience (demographics and psychographics). Use the resources below to obtain your data. The more we know our target, the more effective your social media strategy will be 🙂
Start with the US Census or SimplyAnalytics (LINKS PROVIDED IN RESEARCH TOOLS WALKTHROUGH in Module 5). Remember the narrower your target the more likely your social media campaign is to be successful. If you speak to everyone; you speak to no one.
You will define your audience by providing BOTH demographic and psychographic data. Please refer to this week’s lecture for a refresher on how to obtain psychographic data. Remember, if you have a fictitious client, it will take some thinking and creativity. The most important thing to keep in mind is —– NARROW your audience as much as possible.
Once you gather your data – create a CUSTOMER/CONSUMER PROFILE. Who are these people, what do they like, what makes them tick? And again, USE THE DATA to build these profiles.
Below is a GUIDE – only a guide as some of this information MAY not be relevant – but this guide provides a concise overview of what you are trying to accomplish for this assignment.
Define the demographics of your target customer. Demographics refer to age, race, gender, income, marital status, educational background and occupation. Provide a range, if necessary, with regard to the last two criteria. Not every customer of yours will have attained the same level of education or will work in the same field.
Refine your profile by geography or in terms of where your target customer lives. You might be able to say, for example, that your target customer is most likely to live in a single-family home valued at X dollars.
Take a look further inside your customers home by profiling their household size, structure and family type. In other words, including children, extended family members, and cohabitation style, if any. Define the head of the household, if you can, in terms of who is most likely to guide buying decisions.
Describe your target customer in terms of psychographics, a social research term that refers to someones personality, interests, lifestyle, and values. Think in terms of your customers hobbies and favorite sports, what type of restaurants she enjoys, what she most likes to do in her free time and if she likes to travel, cook and work out.
Flesh out your profile by describing your target customers behaviors, particularly in terms of choosing products and services. Think in terms of how convenience, customer service, price, and promotions might motivate her. Consider to what extent she is driven by loyalty to a business.
Finesse your profile by identifying the attitudes of your target customer. Think in terms of how she thinks and feels about products and services, balancing her emotions with her rational thought process. For example, her desire for prestige might trump her desire for the lowest price, or vice versa. She might put a premium on products and services that make her look and feel good and ignore price altogether.
The websites to use:
https://www.census.gov/
https://www.youtube.com/watch?v=srjrEUrYoXA&feature=youtu.be
