Target Market

Target Market
In order for your ads to work as you want them to, you need to ensure they are reaching the right people at the right time. Otherwise, it would be a waste of money, as it will be ignored. Before you set up an ad, you need to determine who your target market is. This isn’t as easy as simply saying “University students.” There are many University students in Canada, or in a particular city. Exam-AIDs are offered to first-year students. At U of T St. George, there are more than 40 000 students altogether, and about 8000 First-Years; that means there are 32 000 people that we don’t want to target. However, we do want to target third and fourth year students, since they may be interested in becoming tutors. It’s a good idea to segment your target into four categories:

  • Demographic
  • Geographic
  • Psychographic
  • Behavioural

Refer to the chart for more details.

A good thing to do is a create a “Target Profile.” This is basically creating your ideal customer. You can give them a name and describe them. This includes Demographics, and the other three segments. An example would be:

Bob:

  • First-year student at U of T
  • Studying Computer Science, and enjoys his program, and what he’s doing.
  • Lives in High Park. While the commute isn’t too long, he usually stays at school until all his classes are done for the day, and also stays longer on some days to work on his assignments.
  • He has a close group of friends.
  • While he enjoys his program, he’s having a hard time with some of the courses. He would like to attend sessions for extra help or get some tutoring for those courses, and would be very interested in Exam-AID sessions.

You can also go into much more detail. Once you understand who your target is, it’ll be much easier to advertise on social media, as well as other forms of media.

Different Products for Different Targets
You want to be sure to market the correct products to people. In addition to the Exam-AID sessions we offer on campus, we also offer Digital Exam-AID sessions. If you are a commuter school, it would be a great idea to ensure that you’re marketing Digital Exam-AIDs, since many students might go home before your Exam-AID session on campus.

On the other hand, if you’re a non-commuter school, it would be a good idea to focus more on the on campus Exam-AIDs. This doesn’t mean you should disregard the Digital Exam-AIDs, as there may still be local students who are interested. For both Digital and on-campus sessions, you want to ensure you’re letting students know about the take-home packages as well. It’s good to use the 4 Ps. In Marketing, the 4 Ps of Marketing is a model used to define your product or service. The 4 Ps are:

  • Product-Product or service that you’re selling
  • Place-Where it is sold or offered
  • Price-What you charge your customer
  • Promotion-How you will promote the product, which includes ads, contests, etc.

 

Check out the Facebook page for Marketing VPs [DISPLAY_ACURAX_ICONS]

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