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Traditionally, Easter has largely been considered a more in-store shopping holiday rather than online, given that many of the categories shoppers seek for their Easter celebrations are consumables (such as candy, eggs, and ham). Market Track looked at its omni-channel data to see how Target advertised during the week prior and the week of Easter 2016 (see a sampling for Target’s cross-media advertising below).
The YouTube videos allow shoppers to explore a virtual room, and then shop the items featured in the room using a 10% off promo code. Following the virtual reality video release on October 19th will be a mobile “Treatster” site debuting October 26th.
Market Track reviewed Target’s omni-channel advertising for Halloween to date and found that in addition to their YouTube advertising, they have also promoted Halloween in print, in email, on their website, on Facebook and Twitter, and in online display ads.
If you are responsible for figuring out how to increase your company's sales of products or services, the first thing to decide is who you need to reach with your marketing messages. Some business owners and inexperienced marketers make the mistake of thinking that it is acceptable to simply state that "everyone" is in their target audience.
It is, however, possible that there are multiple target markets for the products and services you need to promote. Target markets should be defined in terms of characteristics of the people who are most likely to benefit from and have a need for the type of product and service that you are responsible for marketing. The questions that you will need to ask depend on whether or not you are marketing to a consumer population or to a business-to-business market. When you are ready to define the target audience(s) for your marketing efforts you will need to develop a specific statement describing exactly what group(s) you are trying to reach. Once you have clearly defined relevant characteristics of who you need to reach, you will be prepared to move on to selecting the appropriate promotional strategies to accomplish your sales and marketing goals and objectives. When it comes to running your collectibles business well, there is often as much research required beforehand as there is when youa€™re actually open.
Market segmentation is an essential part of understanding your target market and knowing the needs and wants of different areas of your customer base will benefit you in the long run. You should seek independent professional advice before acting upon any information on the StartACollectiblesBusiness website. This year, however, retailers are taking a more omni-channel approach, including digital advertising for Easter on their mobile websites, mobile apps, and in online display ads. Target ran an outdoor billboard (geared toward Easter dinner) on March 10th, followed by a TV commercial that broke on March 13th, a Twitter post (for the popular treat, Peeps) on March 15th, an email (focusing on kitchen appliances for an ‘Easter done right’) on March 16th, a mobile website advertisement and an online display on March 17th, and a radio spot on March 20th. Target’s Senior Vice President of media, guest engagement and measurement, Kristi Argyilan, said they are focusing on Halloween enthusiasts and party throwers.


The site, created using Google Maps’ API, will allow parents to find the best trick-or-treat locations in their neighborhood.
This is an important question for anyone involved in marketing a product or service to answer before deciding what types of promotional techniques to use. After all, you have to know who your target customers are before you can figure out how to sell to them. While it might be nice if every single person on the planet was likely to buy from you, this is simply not the case in most situations. If there truly are several distinct groups of individuals who represent significant potential consumer groups for your company, then you'll need to clearly define each one and develop marketing messages and strategies specific to each group.
In order to do this, it's a good idea to start out by asking questions that can help you narrow down just who it is that you need to reach. One of the most important aspects of your business is understanding your target market and looking for ways to maximise your ability to reach them through advertising, promotions and more. Once you have an understanding of your target market, you can spend time continually researching them. More diverse advertisements followed with an Easter-themed print circular on March 20th (focusing on candy), and ads in their mobile app and on their website on March 23rd.
Even if this were accurate, you couldn't market to a group that broad using the same messages and channels. Look at what your competitors are doing, evaluate previous sales data for your company, review relevant secondary research, and conduct primary research of your own when trying to define target markets for your promotional efforts.
If you can develop a good base knowledge of what your target audience want, youa€™ll be able to tailor the items in your shop to suit customers and hopefully your sales will reflect your understanding of your business.Market Analysis for your Collectibles BusinessBefore you open your collectibles business, you should make sure that youa€™ve carried out a fair amount of market analysis to try and pin down the type of collectibles that your local customers are going to be interested in.
Look online to see what other similar stores are selling, consult trade magazines and specialist publications to check what is popular and what the a€?next big thinga€™ is likely to be. The more treats a location has, the larger its pumpkin will be, letting others know the best places for their kids to trick-or-treat.
Basic market analysis will involve you identifying your primary market early on as this will help you drive your energy and funds into that area. Choosing the Target Market to Advertise toWhen youa€™ve identified the target market that you can sell to, ita€™s important to look at which target audience you want your advertising to speak to.
You need to consider whether your target market is large enough to sustain your business and if it isna€™t, then you should look at ways of either widening your appeal, or widening the availability of your products in other areas. You may sell collectibles in your shop that cover a wide and diverse audience base, but choosing one of these can be better and more successful for individual advertising campaigns.


Identifying your market early on can make it a smoother transition through the pre-opening period and the opening period of your business.
Generally, promotions and advertising will be dependent on your budget constraints, but overall a highly concentrated campaign that targets one area of your audience is better than a more diffused campaign speaking to more than one.
Getting your stock in early and monitoring sales of certain items can help you understand how to take the business forward and get a true appreciation of what your customers are after.Identifying your Target AudienceThere are three main areas to look at when youa€™re trying to identify your target market.
Look at what your competitors are offering and try to either offer something different or offer your items at a better price. People will be loyal to one shop often, so offering something nobody else has is a better approach if you can find items that are rare or limited. A great way of doing this is to look at the features and benefits of the products you stock and see why people would buy from you and not a competitor.
It is a great idea to continually change your target audience for advertising purpopes, because putting all of your resources into one area may be a financial drain if demand for a certain collectible decreases.
Make a list if you need to that outlines the features of your products and the benefits it will bring to the buyer if they buy from you. If you can run compact campaigns that change from month to month, or as demand determines, then youa€™ll be able to cover more areas and hopefully continue to speak to the right audience.Important Points to Consider for your Target Market AdvertisingWhenever you do target market analysis, make sure that you keep a good record of what campaigns work for you and why.
What this means is that rather than simply trying to target every single possible customer, you should try to tailor your products and services to a particular target audience.
Ita€™s easy to want to cover all different groups of customers, but youa€™ll end up with high advertising costs and not enough sales to cover it or to make a profit.
This means your advertising and promotion will speak directly to them and your budget will be more cost-effective.
Stay within the confines of what you feel is acceptable to your business and try and be inventive when you decide to go ahead with advertising. Your advertising campaign can be directly focused on your target audience and this means that hopefully youa€™ll see the results in sales. Knowing your target market should allow you to almost feel that you can a€?get inside their heada€™ and doing this can be a great success to your collectibles business.



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