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Reported in USA TODAY: Target Marketing
Realizing a growing trend, many hotels are now catering to female travelers. Offering such amenities as curling irons, yoga mats and padded hangers. They have even set aside entire floors geared just for the woman traveler.
Given a 10% increase in female business travelers over the past 4 years, hotels are responding with special rooms, floors and amenities that men will never (at least not this man) need; sanitary products, hair straighteners and bath salts.
This USA article needs to be studied by serious marketers. As noted in my book “7 Rules for Prosperity in Any Economy“, Rule #3 is defining your target market. Of course companies can have more than one target market, but for their marketing to be effective, their ads can only speak to one market at a time.
Just a few days ago, I commented on Hardee’s (Burgers) ad campaign featuring a leopard skin thong wearing hairy over weight dude named Carl. (Click here) . This ad, similar to these hotels, know their target market and are going after them with gusto and no care for what their detractors may have to say.
Stop wasting money on ineffective marketing. PT Barnum famously said, “Half of my marketing $$ is wasted. I just wish I knew which half”. With targeting direct response marketing, you can better manage and control your marketing spend and measure its effectiveness.
Disney Small Business Strategist