Week V Pt I: Target Market Analysis
Taking a step out of the consumer's shoes and into the marketer's, one thing becomes the most important focus of social media:
Who am I marketing to?
A brief comparison of two websites can teach us a lot about target markets. In this post, we'll take a look at sandwich giant Subway and local deli shop Hungry Bear. First, their target market can be characterized with demographics and psychographics. Next, differences both obvious and subtle will further sharpen the image of their target. Finally, crossover between their design, calls-to-action, and overall message will lead to the most important conclusions to our question.
Although from a thousand-foot view both of these companies share a similar target market, upon further review, it is clear there are subtleties that differentiate the two. Subway throws a large blanket on men and women of all ages, especially those looking for nutritious food at a low price. Meanwhile, Hungry Bear focuses in on the more seasoned sandwich eater, likely men more than women, especially people willing to pay a little more for a higher quality eat.
More so than demographic differences are those of psychographic nature. It is immediately apparent that the two websites hone in on entirely different crowds. Hungry Bear uses full-screen, zoomed-in images with minimal text to create a mouth watering visual on their site. Subway is more factual and information-based, offering nutrition and rewards for the health- and deal-conscious consumer. While Hungry Bear boasts its prices against juicy macro shots unapologetically, Subway takes its careful time making sure images check all the meticulous, healthy boxes of their market. Clearly, Hungry Bear's ideal customer is the one who can't resist stacks of meat and cheese oozing out of freshly baked breads. Their market is the one that drives the extra mile to their local favorite in hopes to bite into fattening bliss, with no concern for the few extra dollars and calories. A sensual tone with lovable branding makes this Deli an easy local favorite. Meanwhile, Subway's focus on sustainability, freshness, and nutrition appeals to their market through a much more sophisticated but navigable page. Corporate efforts towards social responsibility and mission-oriented headlines are plentiful compared to Hungry Bear's straightforward look-at-these-buns approach. Considering the stigma against corporate food giants, Subway's strategy is appropriate and smoothly executed.
Both companies want people, regardless of what kind of them, to come dig in to some subs. A few crossovers between their approaches make this goal clear across both strategies. Consistent logos and typographic proportions make their sites easily recognizable and welcoming across all pages. Calls to action to find the store and get involved with company socials are also unanimous throughout the sites, demonstrating their understanding of the importance of social approval. Finally, a focus on the product and how it benefits the consumer through clever headlines and call-to-action copy makes the two sites incredibly effective at drawing in new and keeping old customers.
All in all, both sites have a powerful understanding of effective web design, from their mission-embedded content to their elegant blending of nuanced alignment and proximity. Each website is appropriate for the company's size and sexiness, respectively, and both are well crafted for conversion of new and existing client bases.
Who am I marketing to?
A brief comparison of two websites can teach us a lot about target markets. In this post, we'll take a look at sandwich giant Subway and local deli shop Hungry Bear. First, their target market can be characterized with demographics and psychographics. Next, differences both obvious and subtle will further sharpen the image of their target. Finally, crossover between their design, calls-to-action, and overall message will lead to the most important conclusions to our question.
Although from a thousand-foot view both of these companies share a similar target market, upon further review, it is clear there are subtleties that differentiate the two. Subway throws a large blanket on men and women of all ages, especially those looking for nutritious food at a low price. Meanwhile, Hungry Bear focuses in on the more seasoned sandwich eater, likely men more than women, especially people willing to pay a little more for a higher quality eat.
More so than demographic differences are those of psychographic nature. It is immediately apparent that the two websites hone in on entirely different crowds. Hungry Bear uses full-screen, zoomed-in images with minimal text to create a mouth watering visual on their site. Subway is more factual and information-based, offering nutrition and rewards for the health- and deal-conscious consumer. While Hungry Bear boasts its prices against juicy macro shots unapologetically, Subway takes its careful time making sure images check all the meticulous, healthy boxes of their market. Clearly, Hungry Bear's ideal customer is the one who can't resist stacks of meat and cheese oozing out of freshly baked breads. Their market is the one that drives the extra mile to their local favorite in hopes to bite into fattening bliss, with no concern for the few extra dollars and calories. A sensual tone with lovable branding makes this Deli an easy local favorite. Meanwhile, Subway's focus on sustainability, freshness, and nutrition appeals to their market through a much more sophisticated but navigable page. Corporate efforts towards social responsibility and mission-oriented headlines are plentiful compared to Hungry Bear's straightforward look-at-these-buns approach. Considering the stigma against corporate food giants, Subway's strategy is appropriate and smoothly executed.
Both companies want people, regardless of what kind of them, to come dig in to some subs. A few crossovers between their approaches make this goal clear across both strategies. Consistent logos and typographic proportions make their sites easily recognizable and welcoming across all pages. Calls to action to find the store and get involved with company socials are also unanimous throughout the sites, demonstrating their understanding of the importance of social approval. Finally, a focus on the product and how it benefits the consumer through clever headlines and call-to-action copy makes the two sites incredibly effective at drawing in new and keeping old customers.
All in all, both sites have a powerful understanding of effective web design, from their mission-embedded content to their elegant blending of nuanced alignment and proximity. Each website is appropriate for the company's size and sexiness, respectively, and both are well crafted for conversion of new and existing client bases.
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