However, they do make up one in five Bookends customers, so it’s worth reaching out to see if you can bring more of them into the store and get them to spend more money while there. You almost didn’t include them in the three target segments because they are a smaller-sized group and don’t spend as much as the others. The Wannabe Hipsters are an interesting group. Run Facebook promotion offering 5% discount to people who post about Bookends Send emails and post to Facebook about story time, bigger kids’ area, buddy discount, social media discount promo Sell packaged baked goods from a local bakery and bottled drinks Hold children’s story hour on Tuesdays and Saturdays with stories, songs, games Slightly expand children’s book selection and add a small toy sectionĪdd child seating to the kids’ area, and donate your old train table to the Bookends cause Increase selection of DIY, crafting, and “How-To” books Your Busy Families marketing mix is shaping up like this: Bookends Segment Strategy: Busy Families Elementġ0% increase in store visitors for this segmentġ0% increase in monthly revenue per person These adjustments add to the Bookends experience and include some new items Dan can sell with a nice profit markup. You’re trying to get parents to spend a little more money at Bookends each month, so you’re adding a small toy section, a slightly expanded children’s book section, and also bottled drinks, packaged cookies, and brownies from a delicious local bakery. ![]() The socializing-area adjustments you’re already planning for the Empty Nesters will be good for the Family segment, as well. Research tells you that Busy Families come to Bookends as a family outing, so you need to make some aspects of the store more family-friendly, without ruining the atmosphere for your other target segments. Offer 5% discount on monthly book club selection Introduce Thursday night “buddy discount”: Get 5% off if you and a buddy each spend over $20Įxplore interest in loyalty program: Spend $100 to get 10% discount on next purchase Set up in-store sign-up table for book club Print flyers, posters, and send emails about book clubs, buddy discount Launch two book clubs led by Dan and longtime employee Emma, one featuring new fiction and the other on new nonfiction Here is your Bored Empty-Nester game plan for the next couple of months: Bookends Segment Strategy: Bored Empty-Nesters Elementġ5% increase in store visitors for this segmentĢ0% increase in monthly revenue per personĬarry larger selection of history and biographyĪdjust shelves and seating to create more socializing spaces Since Empty-Nesters have told you they love both socializing and getting a discount, you and Dan are trying out a “buddy night” promotion, in which people get a better price if they talk their friends into spending at Bookends, too. Dan is excited about introducing book clubs-one for fiction and one for nonfiction books-to cater to this segment’s interests. The “product” you’re adjusting is not just the books you carry, but the whole experience customers have when the come to Bookends. You and your uncle brainstorm about ways of using the four Ps to win over even more of these customers (and get them to spend). They like to use Bookends as a meeting place with friends and acquaintances, and you think that is a promising direction. They have more time and more disposable income, and they spend more of both at your uncle’s bookstore. Marketing Strategy: Bored Empty-Nestersīookends’ Bored Empty-Nesters are both the largest and the most profitable of the target segments. With this new and improved information, it’s time to get to work on a marketing strategy and mix for each target segment. Looking at what they buy and why they come to Bookends, you’re getting some good ideas for ways of making the store more attractive for current customers, and you’ve got some ideas for bringing in new ones. Together, these segments make up more than 80 percent of Bookends’ clientele and about 90 percent of its monthly revenue. Magazines, used books, graphic novels, snacks ![]() Here is the profile data you compiled for them: Bookends Target Segment Profiles CharacteristicsĪfter school, weekends, summertime, holidays With the help of your cousin Marina, you crunched the data and identified three target segments you believe Dan should focus on. You’ll remember that you and Dan conducted both primary and secondary research to get a handle on who Bookends’ customers are-and who they aren’t. Let’s pay Uncle Dan and his bookstore another visit, now that you’re a little further along in your understanding of marketing research.
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