Yesterday at the fitness center I encountered the beautiful people. You know who I’m talking about, it’s the women that put on the makeup before they go to the gym, they wear the most trendy workout clothes and they stand around most the time talking to their friends — well wait, I may have seen them workout (walking on the treadmill for 5 minutes). I love the beautiful people and maybe one day I’ll join their pact, but for now I go to the gym for a purpose other than socialization, to get sweaty, mess up my hair and make painful looking faces while lifting a 25lb dumbbell.
My point is that every business has segments of people that visit them for different reasons. Are you marketing to them? For example at the gym I noticed three segments of consumers. We have:
People like me — we go there for no other reason than to workout and put that checkmark by that daily goal. (Group 1)
The beautiful people — I described them earlier in this post. (Group 2)
Elderly couples — I love to watch them, so sweet to see people growing older in age, but still taking care of their bodies. (Group 3)
Each of the groups above could be effectively reached using a specific marketing message.
Group 1 — Marketing message regarding variety of equipment and classes without the need for vanity.
Group 2 - Socialization, child care and group activities.
Group 3 — Programs for active seniors that want a community center that cares about their health needs.
When we segment we are able to reach our target more effectively and draw in consumers from different groups by showing them how we can meet their specific needs.
If you haven’t done market segmentation in your business, I suggest you give it a try; you’ll be please with the results.
