Audience Segmentation
Audience segmentation is a marketing strategy that involves identifying and classification the target audience into subgroups with similar needs for effective communication and meaningful advertisement. It is based on four main parameters: physiological, geographical, socioeconomic, and psychographic factors (Lancaster, Geoff, Lester, & Ozuem, 2018). People who share similar physiological factors such as age, sex and physical size often have similar needs. Equally, those who fall under the same social and economic classes and different geographical regions face the same needs, which vary from one class to another and from one place to the other. The cultural, religious, and educational background of an individual also determines their needs both personally and at the group level.
Company profile
Better You is a partnership between Zoey and Brooke, whose market product is a One-Stop fitness application. The business aims to develop a wellness plan for healthy living and provide timely motivation and information tailored to address personal fitness, diet, and social wellness. It works by administering a brief fifteen question survey when the app is opened. The responses given are used to tailor personalized strategies, tips, and timelines to meet their objectives. Besides, the users can access the calendar from the app where they can enter information such as their meals mood and exercise, among others. From the information entered, the app can give specific recommendations and encouragement. The target audience comprises of online users and the people of Pennsylvania (zip code-15905). The business aims at impacting on people’s happiness and health through the creation of apps that assists individuals to incorporate small changes that majorly impact on the same.
Customer profiling
According to Claritas, the target population for Better You has been classified into various categories based on demographic characteristics such as household composition, level of income, age, race, and ethnicity. The lifestyle groups comprise of Toolbelt 36Traditionalists (the Oder without kids), 20 Empty Nests (Upper-midscale mature without kids), 54 Struggling Singles (Low-income middle age without kids), 49 American Classics (lower midscale mature without kids), and 37 Bright lights, (upper-midscale younger family, mixed). In contrast, the population is spread across town and rural areas, urban areas, second cities, and suburbs. The majority of the target population are low and medium-income earners, with 20% of the total population earning an average income of $63k. From the foregoing, the business is likely to do well among middle-income earners and adults.
It is also evident that people aged 25 and above form the target audience for this business. According to the data provided, the elderly, 65 years and above, constitutes the biggest percentage of the target audience (30% of the market share). The business also serves different ethnicities ranging from Asians, African Americans, and whites, among others. One thing that comes out is that women are the ones who are most inclined to fitness. Research who followed the fitness influencers on social media networks such as Facebook, Instagram, and Twitter point out the majority of individuals who followed the main people doing fitness related matters were women.
Customer profiling is instrumental in business management and administration. By classifying the target audience into subgroups with similar characteristics, the business management can effectively focus on specific segments, address their respective needs, ensure timely and effective communication and advertisement, expand the market, and improve business competitiveness. Knowledge of the market size and structure is important in establishing communication channels, the marketing strategy, the chain of distribution, aftersales services, and customer feedback (Taiminen, Heini, & Heikki, 2015). This is because customer differences in age, sex, tastes and preferences, income level, education level, and geographic location result in different needs and priorities across the market. Also, different sets of people have access to different sources of information.
Messaging Strategy
This is a value-based framework of communication employed by a business with all the stakeholders. Workers, customers, associates, and investors need to have time to time flow of information and may, at times, be required to give feedback on the quality of services they enjoy from a certain business. Strategic communication identifies the product value by describing the solution to a given problem. Business organizations employ different messaging strategies, including emotional appeal, unique selling proposition, generic strategy, and positioning (Medioni, Sandrine, & Sarah, 2018). Advertisements are made on various social media platforms such as Facebook, Instagram, and Twitter. This can also be done through mainstream media such as TVs and radios, and print media such as newspapers, journals, and periodicals. The choice of platform depends on its user-friendliness, accessibility, and affordability, among other factors.
Customer feedback
Customer feedback is also an important business management tool. Once the business is closed, business management is tasked to get feedback on customer satisfaction and their general perception of the business brand (Stephen & Andrew, 2016). This is done through the administration of questionnaires, online surveys, and interviews. In this case, customers can express themselves on how they feel towards the quality of services and can send in their recommendations. This is important as it gives insight into the business performance, ensures customer loyalty, and improves their satisfaction level. Key information regarding changes in consumer preferences, market structure, and customer needs can be derived from the feedback provided.