Tag Archives: facebook

How to identify and engage new target segments

We’ve all heard someone say “Museums aren’t my thing”, “Baseball is not my thing”, or “Travel isn’t my thing”. No matter what your organization does, whether it’s culture, tourism, sports or an event, there will always be people who have no interest or affinity in your offering.

What is the Culture Bubble?

We all live in bubbles, and our bubbles contain all of our cultural and entertainment interests: the music we love, the events we attend, the leisure activities we enjoy. Everyone’s bubble is different; the size and shape of our bubble is defined by our needs, our biases, and our environment.

The good news is that our consumer research shows that there are clear demographic trends to the Culture Bubble. Field Day has used this data to identify viable new target segments for our clients.
 
If you understand the defining needs and biases of your target segment, you can modify your offering, your messaging or your marketing tactics to meet those needs… and to move your brand INSIDE their Culture Bubble.

As part of Field Day’s work for event, destination and cultural organizations, we’ve helped many venues to attract new target segments.

Is targeted marketing limiting your reach?

There has been a backlash from consumers in the wake of the ongoing news about Facebook and its use of customer data. Yet consumers don’t give much thought to how pervasive online targeting actually is. 

Digital marketing gives us the ability to be extremely precise with our targeting. Are you promoting a tennis tournament? You can target by demographics, geotarget, retarget, or target only those who have a stated interest in tennis. It’s efficient and measurable – important considerations when you’re working with limited advertising dollars.

But when you’re preaching to the converted, aren’t you also limiting your reach?

In this third installment of “Boomer vs Millennial”, Andrew and Leah talk about Facebook, data and targeted marketing.