"Scott is 49, he lives on the north side of Ann Arbor with his wife and 3 kids. Scott owns and operates a successful physical therapy practice in Ann Arbor that has primarily focused on serving elderly patients, but he has been looking to expand the practice into the rapidly growing area of sports injuries. He has always biked recreationally but has recently taken an interest in competitive cycling. While he has heard of the Ann Arbor Velo Club, he is not really aware of what it does, one of his friends (a local dermatologist) just joined the AAVC which has Scott considering it as well. Scott usually donates $5,000-10,000 annually to a variety of national and local organizations that support active and healthy lifestyles. He is involved with a local high school, providing physical therapy services and even working as an assistant coach for the cross-country team when his daughter was running. He considers himself very health conscious and an advocate of sports as a way of staying healthy."
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I really like your target audience description. I think it paints a vivid picture of the type of person that would be interested in donating to/joining the AAVC. I noticed that your target already donates to organizations that support active and healthy lifestyles; these people are good targets, but it might be difficult to convince them to give more to another organization. For a stimulate demand strategy, I might focus on health-conscious targets that do not already give to organizations like AAVC. It would be easier to convince targets who do not already donate to similar organizations to give to AAVC than people who already donate their money elsewhere.
ReplyDeleteI agree with Dan that stimulating demand for MORE donations might be tough. Maybe an acquisition steal share strategy might fit better. Then again that sort of calls the social nature of your marketing into question.
ReplyDeleteI agree with Dan also...If he already donates thousands of dollars to other organizations, the Velo club needs to really stand out for him. But since you want to do stimulate demand, you may want to have your target audience be people who don't already donate, who may or may not be interested in training as a biker, but know other people who bike competitively.
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