Holiday Promotion Brief — Target Audience
September 4th, 2008 • Posted by Spa Kat • Permalink
I hover at the mailbox during the holiday because I love the catalogs I receive in the mail. I haul them in the house and go through them one by one, amazed at all the wonderful items that seem to fit my needs like a glove. After the glow fades, and the shame of my environmental blunder creeps into my brain, I reassess. Of course these catalogs are tailored to my particular consumer needs, I am their target audience and they have successfully reached me. I am hooked.
Anytime you plan to advertise your spa for the holiday you must consider your target audience. These are the people who most likely fit your customer profile. When you develop a holiday promotion you want to make sure it appeals to your target audience.
Companies conduct complex and in-depth market analysis to determine their target audience. You can perform a less formal market analysis by asking some basic questions.
- Background (situation Analysis).
- Target Audience.
- Measurable sales goal.
- Strategy.
- Tactics.
- Budget.
Target Audience Questions:
- Who are your spa/salon customers now?
- Age
- Income
- Male/female?
- Where do they live?
- Do they come to the spa/salon from home or work?
- Do you get vacation traffic into the salon?
- Are your existing customers loyal and do they keep coming back?
- What keeps them coming back?
Knowing and understanding your target audience is critical to your business’s success. There are so many variables that can influence who will walk into your spa. Understanding those variables and looking for ways to optimize your business based on them can give your spa an edge. At the end of the day customers create your success. The better you understand them the easier you make it for them to use your spa services.
Posted in Holiday Promotion Brief, Creating Customers, General • Share • Trackback
September 6th, 2008 at 4:00 am
I have a good idea who my target audience is, which is women from 35-65, but I would like to expand that base to younger women. I am trying to reach them by placing ads in school newspapers and sports programs. Meanwhile, I suppose it is best to concentrate the holiday advertising on the ones we already have.
September 11th, 2008 at 12:11 pm
Your primary target audience, women 35-65, are a gateway to the younger audience because a majority of them are moms!
If you have a specific treatment that targets younger women you might develop a Mother/Daughter promotional package, with an incentive for mom. If you have an email list, send out a promotional offer to your audience using the SpaBoom email marketing feature. Develop in-store collateral that advertises the promotional offer, it is a perfect holiday gift for a young person.
It is very important to know what a younger audience is responding to in the Spa industry so do some research first and develop services they will want to purchase.