Week 4 Part B: Defining YOUR Target Market

  

Defining YOUR Target Market 

Market Strategy and Advertising

AWS will employ a multi-segment and multiple approach strategy targeting one market at first and then targeting a broader market once we have grown to the appropriate level. AWS will have its own health and wellness website which acts as the foundation of the company where we can tell potential and existing clients about our unique products and services and guide them to achieve their best self and definite purpose.

 A website alone is not enough, so we will utilize search engine optimization by creating high quality and compelling content based on searcher intent and necessity. Identify and remove technical indexation obstructions to ensure search visibility. Enhance site aesthetics, how it looks, enhance site usability specifically on mobile devices to encourage content engagement and conversion. And distribute revolutionary, unique, research-backed, expert-supported content that will drive social shares and backlinks that are critical for ranking. All of these factors will also be integrated into the application itself to provide informative content focused on our target audience's needs and wants. 

The marketing strategy will be customer-centered, incorporating the thoughts, feelings, emotions customers may have. Not only this, but understanding and addressing how customers evolve through each phase to improve conversion and retention rates. This will enhance overall customer experience and increase sales. Employing a marketing strategy that assumes the customers point of view and perspective and identifies the most important avenues that would cause customers to behave a certain way or to take a specific action. 

Another important aspect that we will incorporate into our strategy will be improving information gaps between departments, including representatives from every department in meetings and updates while a customer journey map is created. Sharing information about customer experiences can eliminate times where customers get frustrated for example. Bringing all the departments together will ensure that everybody identifies flaws in the system. 

Social Media

Social Media will also be another huge aspect of market strategy. Market research will show on

which platforms to find our target audience and what kind of information they like to consume.

Multichannel Advertising will be another part of our marketing strategy utilized to keep our

customers engaged by controlling as many touch points as possible. Through this we will

consider which social media platforms our ideal customers frequently visit using targeted ads,

using third-party influencers to drive customers to our site and app, using videos and podcasts

wherever applicable, keeping the target market informed with daily news and updates about the

company such as awards and achievements and new updates. One important aspect of this is

the visual and aesthetic part of the company and app, our brand logo will be extremely catchy

and chosen from a large selection based on surveys on which design is most appealing.

Additionally, high quality images, quote images, memes, infographics will be utilized.

Most of all the marketing strategy is customer-centered, incorporating the thoughts, feelings,

emotions customers may have. Not only this, but understanding and addressing how customers

evolve through each phase to improve conversion and retention rates. This will enhance overall

customer experience and increase sales. Employing a marketing strategy that assumes the

customers point of view and perspective and identifies the most important avenues that would

cause customers to behave a certain way or to take a specific action.

Social Media Marketing Campaigns

Multichannel Social Media Advertising will be another part of our marketing strategy utilized to keep our customers engaged by controlling as many touch points as possible. Automation will be utilized where applicable and taken advantage of to make it easier and more profitable, existing software will be utilized to automate some processes such as streamlining operations by integrating them with customer relationship management systems. There are many such automation marketing techniques such as Google Ads, Facebook Marketing, and more.  Through this we will consider which social media platforms our ideal customers frequently visit using targeted ads, using third-party influencers to drive customers to our site and app, using videos and podcasts wherever applicable, keeping the target market informed with daily news and updates about the company such as awards and achievements and new updates. One important aspect of this is the visual and aesthetic part of the company and app, our brand logo will be extremely catchy and chosen from a large selection based on surveys on which design is most appealin

Customers

The target audience for AAWS is individuals who do not have much experience in exercising, creating workout plans, or knowing what to do to become physically healthy. Other target audiences are those who do not have experience or knowledge in how to eat healthy, prepare healthy foods, create a healthy diet or lifestyle. Individuals who are having trouble motivating themselves in any way, especially those who want to be “mentally healthy” and increase their overall mental health and quality of life. Individuals who are struggling in motivation relating to education or schooling and desire an efficient, logical, systematic way to prevent burnout and increase performance. Those who desire to have proficiency in obtaining relationships, such as being able to attract the company of the desired sex, talk confidently to the desired sex, and obtain what they want in their relationship goals. Target audience is

anybody desiring an efficient, practical, logical, systematic approach and coaching in any of their deficiencies in life, anybody who desires happiness and desires to reach their definite purpose.

The customers that we will initially target are those between the ages of 18 and 29, individuals who desire success and to create a better version of themselves. Many individuals in this age bracket are in school and desire a way to motivate themselves, to cultivate self-discipline,

self-confidence, and self-mastery. The income of the individuals I seek need not be too high since pricing will be affordable and offered in either yearly, monthly, or lifetime packages.

Customers will mainly be individuals who have dreams, hopes, and wishes but don’t have a “how.” They will be those who do not have a definite chief aim in life, who don’t have specific goals and clear plans on how to achieve those goals. They are the 99% of individuals who do not have a clear definite purpose nor definite chief aim nor clear goals and traits that allow them to work towards them. They will be the countless people who don’t know where to start and thus consistently put off mental, physical, and spiritual fitness in addition to interpersonal relationships and education. Those who desire to acquire the self-discipline and self-confidence and any other traits and skills that will allow them to reach their dreams.

According to a study held in the United States in November 2019, adults aged 55 years old or above and respondents earning less than 40 thousand U.S. dollars per year were the least likely to be health app users, with just 12 and 15 percent currently using a health app respectively.

Meanwhile, 25 percent of adults aged between 18 and 34 years old said that they used a health app, along with 16 percent who said that they had done so in the past. Overall though, the most likely group to either be currently using an app to monitor their health or to have done so in the past were those on a high income. April was focused on mindfulness and meditation more than active workouts. Calm, an app for sleep, meditation, and relaxation, was the highest-grossing app at $8.5 million. Another popular mindfulness app came in second place—Headspace grossed $5.5 million. MyFitnessPal, used for tracking your diet and exercise, ranked third. In May, meditation remained a primary focus. Calm grossed $7.7 million and kept its top spot as the highest-grossing health and fitness app, while MyFitnessPal ranked second with more than

$6.5 million in gross revenue. Strava, an app with built-in GPS that tracks your workouts, came in third place.

In part due to the statistics, part of our target market will be the ages of 18-45, our genders will be men, women and all parties of the LGBT, we want to support everyone and make our product to be comfortable and safe for our consumers.

Personas 

Amanda is a 25 year old hispanic female college student who lives in southern California, she is taking time off of school because her grades have been suffering and she feels that she is going in the wrong direction in her life and desires a massive change in her  lifestyle since she feels that she has become lazy and considers herself overweight and that she fails in everything that she attempts. She is interested in a program or system that will guide her and give her the tools to create for herself the life that she dreams of having.

Bryan is a 22 year old white male who graduated from high school but has not yet entered college nor begun any program to progress in his life. He has been single for his whole life and is currently working odd jobs with his dad doing construction. Bryan has an honest and shy personality and can learn extraordinarily well but lately he has been feeling down since he is not in education, training, or work and is unfit and is seeing that many of his friends, family, and other individuals are “making it in life,” he desires to become a better person and he knows that he has the ability to do so, but he doesn’t know where to start.

Richard is a 30 year old Hispanic male who has just divorced his wife of four years, he lives in southern California and has a stable job as a Walmart employee. In his early years Richard dreamed of becoming a doctor and had started school at a community college but when it came time to get his bachelors, family, health, and personal problems led him to taking a break from college which eventually led to him dropping out altogether. Richard is a funny, helpful, keen and very careful, hard-working and great friend but his recurring regrets from deferred dreams gradually led him into a deep depression which caused and was made worse by his separation from his wife. Richard recently discovered a motivational book and read it from page to page without a hiccup, since then he has begun buying more self-help books and has developed a profound desire to become his greatest self but he is smothered with different “self-help” coaches and online websites that “promise to make you a happy millionaire” but he knows that many of these websites are insincere and would be a waste of time and money, he is now looking for a sincere, comprehensive, and “one-stop-shop” health and wellness program to turn his life around, create the best version of himself, and find his definite purpose.