Who are you Marketing to?

Ever thought deeply about who your target market is?

Knowing your target market is foundational to any successful sales and marketing strategy. It ensures that all your efforts are aligned with the preferences and behaviours of those most likely to purchase from you, leading to more effective and efficient outcomes.

It is essential to your success to know your target market.

Key reasons why you need to know your target market.

Tailored Messaging

Understanding your target market allows you to craft messages that resonate specifically with that group.

When you know who your audience is, you can address their needs, desires, and pain points directly, making your marketing efforts much more effective.

Efficient Use of Resources

Marketing budgets are always limited, especially for smaller tourism businesses. By identifying and focusing on your target market, you can allocate resources more efficiently, ensuring that your marketing dollars are spent on strategies that are most likely to generate a return on investment.

Improved Product / Service Offerings

Knowing your target market helps you refine your product or service to better meet the needs of your audience.

This can include everything from the way you price your services to the specific features or experiences you offer, making your business more attractive to potential customers.

Enhanced Customer Engagement

When your marketing speaks directly to the people who are most likely to be interested in your product, you’re more likely to engage them and keep their attention. This leads to higher conversion rates and can foster loyalty and repeat business.

Competitive Advantage

By deeply understanding your target market, you can differentiate yourself from competitors.

You’ll be able to highlight what makes your business unique in a way that resonates with your ideal customers, giving you an edge in the marketplace.

When you have a  clear understanding of your target market this allows for the development of a more informed strategic sales and marketing plan.

This knowledge helps in deciding which channels to use, what content to create, who to sell your product to, how to distribute your products and how to position your brand in a crowded marketplace 

Here I have created three detailed personas for the ideal Australian consumer for the Gold Coast. This will give you an idea on specifics you need to look at when getting to know your customers. 

Persona 1: The Family Vacationer

Name: Emily Thompson

Age: 38

Location: Melbourne, Victoria

Family Status: Married, two children (ages 7 and 10)

Occupation: Marketing Manager

Income: $120,000 per year

Education: Bachelor’s Degree in Business Marketing

Interests:

• Quality family time

• Nature-based activities

• Food and wine experiences

• Relaxation and beach activities

Vacation Goals:

• To relax and unwind with the family.

• To engage in fun and safe activities suitable for children.

• To experience unique and memorable nature activities.

• To enjoy great dining options and local food markets.

Motivators:

• Dining overlooking the beach.

• Visiting rainforests and experiencing skywalks and cable cars.

• Attending food and wine festivals.

• Staying in luxury accommodations that cater to families.

Challenges:

• Finding activities that cater to both adults and children.

• Balancing relaxation with engaging experiences.

• Managing vacation costs.

Marketing Messages that resonate with Emily:

• “Unwind and create unforgettable family memories at the Gold Coast.”

• “Explore the lush rainforests and breathtaking skywalks.”

• “Savour delicious local cuisine with stunning beach views.”

• “Enjoy luxurious, family-friendly accommodation.”

Persona 2: The Adventure Seeker

Name: Jack Wilson

Age: 29

Location: Sydney, New South Wales

Family Status: Single

Occupation: Software Engineer

Income: $90,000 per year

Education: Degree in Computer Science

Interests:

• Outdoor adventures

• Unique and thrilling experiences

• Mountain biking and scuba diving

• Cultural festivals and events

Vacation Goals:

• To challenge himself physically and mentally

• To participate in thrilling and unique activities

• To experience local culture and festivals

• To enjoy nightlife and vibrant social scenes

Motivators:

• Mountain biking on purpose-built trails

• Scuba diving and exploring underwater attractions

• Attending outdoor cultural performances and music festivals

• Visiting unique local markets and engaging in nightlife activities

Challenges:

• Finding activities that provide a thrill and are off the beaten path

• Meeting like-minded individuals

• Staying within budget while experiencing premium activities

Marketing Messages that resonate with Jack:

• “Experience the thrill of the Gold Coast’s top adventure activities.”

• “Dive into excitement with our unique underwater attractions.”

• “Join the fun at our vibrant cultural festivals and events.”

• “Discover the best nightlife and local markets.”

Persona 3: The Luxury Traveller

Name: Sarah Mitchell

Age: 45

Location: Brisbane, Queensland

Family Status: Married, no children

Occupation: Financial Advisor

Income: $150,000 per year

Education: MBA

Interests:

• Luxury and comfort

• Gourmet dining and wine tasting

• Relaxation and pampering

• Exclusive and unique experiences

Vacation Goals:

• To indulge in luxury accommodations and services

• To enjoy high-end dining and local wines

• To relax in a serene and beautiful environment

• To experience exclusive and memorable activities

Motivators:

• Staying in a 6 to 7-star luxury hotel or underwater hotel

• Dining at top-rated restaurants overlooking the beach

• Visiting wineries and sampling local produce

• Participating in luxury camping and spa experiences

Challenges:

• Ensuring the quality and exclusivity of experiences

• Balancing relaxation with engaging activities

• Justifying the expense with exceptional value

Marketing Messages that resonate with Sarah:

• “Indulge in the ultimate luxury experience at the Gold Coast.”

• “Relax and dine in style with breathtaking beach views.”

• “Savour the finest local wines and gourmet cuisine.”

• “Experience unparalleled comfort and exclusivity.”

In developing personas of your customers it will help you target your marketing efforts to attract different segments of the Australian domestic market.  Then you can ensure your offerings align with their interests and motivations of the guest.

Last year, I created customer personas for Hot Air Balloon Gold Coast simply by looking at where we were picking customers up from, how they booked, where they live, the feedback and reviews they provided and what age they were. 

It’s an easy process, ask questions, do research and combine it together to give you a picture of your customers, then look at how you can talk to them, where they go for information and what you need to ensure you deliver an exceptional experience every time.

For assistance with building personas for your business and knowing how to talk to your customers, contact us today.