In order to target our marketing, we need to determine and set who exactly we're aiming to attract as guests. With marketing starting to move, take these steps to ensure message to market match as we move into active strategies.
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When considering who your target market is, it helps to be as specific as possible. "Anyone over 18 in Australia" is nowhere near an acceptable answer. "Working professionals in technical roles between 25 and 40 years old within 10km of the club and active online" is much better. This doesn't mean we won't happily induct a 24-year old student, or a 52 year old stay-at-home mother if they find us, but they're not our primary target.
There are three steps to thinking about your target market, consider:
Who is already in your club? What is the middle 80% demographic.
Who would you like in your club? Again, consider the 80% demographic.
Who wants to be, and can be in your club? Consider ability to travel, distance, time and money.
Here are some demographic and psychographic categories you could choose to consider (not all will be relevant to all clubs):
Age
Occupation
Hobbies
Family situation
Location
Education level
Employment status
Career stage
Cultural background
Language
Involvement with other groups/businesses
Disposable income
Drive for self development
Learning style
Self values
Need for a community space/group
Social confidence level
Time availability
Technical ability
Interest in learning a specific skill
Prior speaking experience
Likely to visit a certain place (library, shop, church)
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