Positive Advertising Experience in a Targeted Market Segment: Similar to my Lady GaGa “Something about my cool Pittsburgh guy….” example, describe a time when an advertising campaign did a compelling job appealing to you as a member of a targeted market segment.
One experience I have with targeted marketing is with Frontier Airlines. In June of this year, I had my one and only flight with Frontier. Since then, I have received many, many promotional emails with special deals for flights. The emails are targeted to me because Frontier always displays the airport I flew out of, Philly. One email reads, “Hey Philly, Frontier is here for YOU!” In this way, Frontier targets me as a returning customer segment.
Negative Advertising Experience in a Targeted Market Segment: Similar to the creeped-out reaction I am having to the LenCrafters’ office sending me a fake optometry appointment notice for August 6, 2019 (which is actually an attempt to target me as a returning customer segment of the LensCrafters in Ross Park Mall), describe a time when an advertising campaign really missed the mark while trying to appeal to you as a member of a targeted market segment.
Social media platforms often use data from what you search to generate comparable ads or posts. On Instagram, I get a lot of suggested posts that are completely in Spanish. As I don’t speak or read any Spanish, Instagram’s advertising campaign completely made a mistake when attempting to target my preferences.
Other Examples Like This: Based on our review of market segmentation and your examples of positive and negative experiences in target market campaigns, how will you approach market segmentation in your future professional roles?
In my future business career, I believe market segmentation may play a huge roll because every company needs to reach their market segment(s). I now know four common variables of market segmentation: demographic, geographic, psychographic, and behavioristic. For future professional roles, I can apply this new knowledge to analyze a company’s current market segments and suggest potential additional market segments to grow the business.