Target Market Characteristic that give insights

After exploring market by segmentation, marketing needs to decide to choose target segment. Target Market Characteristic give us insights about how to writer acceptable copywriting ads and picture. The advertiser as a marketer is not just a writer and make an image of ads that offer a product only. As a marketer, ad builders try to match messages to a target market situation. 

If the advertiser is an outsourcing, who refuse to research the target market because it spends cost, so it is the company’s job to understand and study the target market, in order for the products and messages on the advertisement to be accepted by the target market. If not, they can not sell, because products and message of ads do not match with the need of the customer.

Target Market Characteristics Need and Products Fit

The main task of the business is to make market accept the products. If the product has not been received he should strive to make acceptable products by continuing to study the needs of the target market. Because if an offer continues to be unacceptable and there is no transaction, there is no income to cover the costs incurred in providing the service. Business cannot continue. People can continue to provide their bids and bear the costs that arise, but not forever. He remains with the hope that one-day market accepts their products.

Market accept the offer if it fits the needs and wants of the target market. If the offer is right, but the market still does not accept the offer, maybe our assumption about the target market is not right, or the message is not fitting.

We know market characteristic by identify geography, demography, psychography, and behavior. The benefit of this grouping is the efficiency of marketing work. Marketing work that includes promotions and distributions will be extravagant if directed to everyone. The budget and the time it takes to become infinite. But if there are marketing targets, there are savings, time and money. If the target market receives its offer, that’s what most businesses expect. The transaction happened smoothly. That is one of the reasons why businesses and marketing learn about market groupings and target markets.
Businesses typically choose target markets that they can serve and can afford to pay for their services. Without these two things, a business can not survive.

Knowledge of target markets is also important in formulating product or value offerings. From geographic, demographic, psychographic and behavioral characteristics, marketers identify the needs, wants and expectations of the target market. Then with that knowledge, they try to formulate the appropriate service.

 

 

Create Value Proposition  Video Script

Create Value Proposition  Video Script is important to make advertising more persuasive. The value proposition can help to inspire us to create the persuasive advertisement. Why, because value proposition exposes benefit for them, solve the solution, reduce pain and increase gain. Based on the value proposition, advertisement focus to creates new sign and language of the value proposition.  Value proposition formula is like this: Our [products and service] help [customer segment] who want to [job to be done]by [reducing, avoiding] [customer pain] and [increasing, enabling]  [a customer gain], unlike [competing value proposition].

So we can fill the blank advertisement video script like below.

Imagine  [you solve solution]?  Check out [products and service], because this [type of products] enable [customer segment] to get [benefit]. [company] solve [customer problem] by [how products work].

Reasonable? Let’s zoom it. [the first process of products] [the second process of products], [the third process of products], [final step that leads benefit]

Ready to action?  Click here.

Okay. we will try to apply that to Uber

Uber help citizen in the city who want to mobile in the city by reducing price and time and increasing convenience rest, unlike the previous taxi.

Imagine you can go anywhere in your city for your career and family, and no traffic jam.  Check out Uber, because this mode of transportation reducing the time and also price and increasing convenience rest, without any confusion about a route.

Reasonable? Let see. First, you just open Uber application and order a taxi. Second, near taxi comes to you. Third, You can go anywhere.

Ready to order? Click Uber.

Hmm… I am not an agent of uber. That is just example that if we formulate value proposition clearly, we more easy to create the advertisement. Yes, the ads are too usual. You can create another language and expression. Because to get attention ads has to new, beautiful, and not cliche.

Cliche does not make attention. Because they are boring. Is value proposition cliche? That is guidance for the businessman. If we convert to ads, we need another sign and language, creative language to express it.

That is how to Create Value Proposition  Video Script.

Attention Factor In Ads

Attention Factor In Ads is important to make ads sell and make ads cost efficient. Once upon a day,  a gathering of psychologists and scientists at Goettingen. In the middle of the forum room, suddenly the door opened. There were people dressed in comedians. There was a black man dressed in black in a black suit. The two men quarreled and fought in front of them a gathering of psychologists and scientists. There was a shot. Both escaped.

The forum leader asked the psychologists to tell what they had witnessed for the police investigation. forty scientists wrote the full report of the testimony.

Apparently, nobody presents a full report. Of the 40 scientists, only 6 are not wrong in mentioning facts. while 12 people did not mention 50 percent of the facts that occurred. only four people wrote that the black man was not wearing a hat. Her coat is said to be red, brown, black, blue, or colored like a hat.

Interest as Attention Factor In Ads

What is the meaning of this experiment? This experiment shows that same senses. But every one of scientist shows different reports. It shows selective attention. What concerns us may not be the concern of others. And vice versa. There is a tendency we see what we want to see, hear what we want to hear. This difference of attention arises from our internal motivation or situation, not because of the outside factors.

What is it mean for ads? It means that it is better for ads to make an adjustment to the interest of target market or segment. The interest of audience is one of attention factor In Ads. In the social media ads, that can deliver ads to a specific audience, we can make an adjustment to the message that most relevant to them. If we said about most specific information about them, it is, of course, can grasp their attention. For example, their name, their problem, their property, their profession, their hobby.  If we want to grasp their attention in the social media ads, we can target very specific segment and create a more personal message for them.

Uber Value Proposition

Uber Value Proposition is a great and interesting offer, then the market has good response. Based on wordstream  uber is one of the best value proposition. Uber tagline is the smartest way to get around.

That does not describe customer, what offer by uber, and what customer gain, and what pain that reduced by uber. It does follow this formula. That is: Our [products and service] help [customer segment] who want to [job to be done]by [reducing, avoiding] [customer pain] and [increasing, enabling]  [a customer gain], unlike [competing value proposition].

That is a slogan, short version of offering but not complete. Just to attract people to learn more.

List of Uber Value Proposition

We just think and imagine their value proposition.

  • One touch and a car comes directly to you

This is possible because Uber has many members. If  customer calls by application, nearest member of uber can quickly come to the customer. That is different than previous taxi method that, customer call, then explain where customer waiting. That consumes time and energy.

  • Your driver knows exactly where to go

Uber driver also knows where the customer wants to go without question because customer set it in the application. So the customer is not necessary to explain where to go to driver, the customer feels safe and enjoy.

  • Payment is completely cashless

Uber reduce customer pain about a driver that confuse about where our customer wants to go.  Uber reduce customer pain about price. A customer can pay with PayPal credit card, so if a customer has no cash in hand, he can pay with credit card in the application.

If we reformulate Uber value proposition, we can say: Uber help citizen in the city who want to mobile in the city by reducing price and time and increasing convenience rest, unlike the previous taxi.

It is important to formulate value proposition. High tech business is nothing if they didn’t offer better value than a previous business model.