When developing a marketing strategy for your new photo booth business, the first step is to identify the audience. Who sees your brilliant, shiny advertising? Who is your target customer?
Before reading further, there are a few ground rules to keep in mind:
1. The target audience is not the state, region or city where your company is based. No matter how small a geographical area the business operates in, crafting a marketing plan that appeals to every person who lives in that area is next to impossible and a complete waste of your time and energy.
2. The target audience is not defined by a single characteristic: Maybe the operation will appeal to the men in the area, even specifically the men between 25 and 40 years old? Sorry, still too general! Men between 25 and 40 years old who are married and in a middle income bracket? Getting there, but a little too broad still. It helps to imagine their social life, family life and likely habits and behaviors as they go about a typical day.
3. The target audience is not the end-all, be-all of who might be included in your customer base, but it will inform your marketing moves. Businesses often market to multiple target audiences, but to do this they engineer their marketing material and service to each group they reach out to.
Let’s get specific. If the business is established with a strong customer base, answers can come from surveying those existing customers. If the business is newer, make yourself an imaginary target audience profile:
- Basic information: Age, gender, income level, education, and marital status make a good starting point. A young person at a lower income level is going to see a lower-priced, kitschy photo booth differently than an older person of better means.
- Lifestyle: Where does your imaginary target audience example get thier information? Does he/she ask friends for recommendations, or does he/she prefer to make a decision and go with it? Does this person have children? What do they like to do? What is a typical daily routine?
- Values: What is important to your now almost-fully-developed image of a target audience member? What types of experiences are most important to him or her?
Go into as much detail as you can imagine about the target’s lifestyle. Job type, home location, and media habits are factors to consider. With a fully realized image of one person who represents the business’s target consumer, it will be easier to direct marketing strategies effectively.
Each marketing decision should go back to that prototype target audience. Because if the plan wouldn’t appeal to a person whose imaginary sole purpose to exist is to consume your product, who is it going to appeal to?