Week V Pt II: My Business's Target Market

The difficulty of diving into an effective marketing or social media campaign is selecting the right target audience. Fortunately, for businesses geographically restricted to a certain population, this decision is much easier. Such is the case of the Rancho Bernardo Swim Tennis Club, whose membership is only available to immediately surrounding neighborhoods. Still, facilities are available for rent to vendors running classes and guests of members hosting parties, so there is still some work to do.

When it comes to the goal of social media for business, a variety of purposes must be sorted into a few central motives. Bringing more members into the club, promoting use of the facilities to current and potential members, and increasing contract reservations are some of the most important of these for RBSTC. This means the target market will include not only members, but people looking to move into the area and small businesses in need of a venue to host community events or classes.

Individual facilities help further divide the target market. Men over fifty interested in racquet sports are the primary market to promote pickle-ball courts to. Women with college aged children are likelier to visit the sauna or attend water aerobics and english country dance courses. Teenagers seeking a place to lounge and study would be the ideal market for the recreation room.

Still the question remains: who of the local population remains uninterested in the club, and how can social media help stimulate that interest non-invasively? By offering participants value in exchange for visits, a two-way relationship can begin by simply reaching out to potentially active members. As time goes by, a clearer idea of the target market will develop along with the best methods to reach them.

UPDATE [business change to Mama Sai's Cookies]

There's a few reasons someone might buy a cookie. Some have to do with the person. Some with the cookie. When considering the target market for Mama Sai's Cookies, it's important to keep in mind what draws the cookie to the consumer, and what draws the consumer to the cookie.

Some consumers go to their marketplace of choice looking for specific qualities in a product. Others tend to happen upon a product that introduces new boxes to check, then immediately checks them. Both are the case for Mama Sai's Cookies. Individuals who actively seek sweet snacks high in protein, low in fat and sugar, and free of GMO's are the immediate market. Those who stumble upon a product with flavor and variety that also donates to a cause are another primary market.

These audiences can also be quantified from a demographic/psychographic standpoint, offering a more thorough description than simply an unmet need. Family members in a purchasing position, especially married men and women with kids with a disposable monthly income of $500+, are the usual suspects for empty cookie aisles. Similarly, 15-50 year old singles with no kids who prioritize diet and health are typically responsible for empty health foods aisles. 

A common theme between the groups is the nutrition-conscious mindset. A few product features align to specific psychographic qualities of the target markets as well. High-protein snacks are literally eaten up by fitness buffs and mothers alike, like those who enjoy cycling, running, weightlifting, and yoga. Low-fat sweets are sought out by those seeking weight loss, those with family and children, or those on diets. Finally, the donation to a cause behind each purchase and the lack of GMO appeals to environmentalists, optimists, and those who enjoy philanthropy. Not to mention the countless vegetarians in California alone.