The LBCC Career Fair had a great turnout. I went to see if there were any job openings for the summer that I might be interested in as well as take note of the various companies' booth displays. I noticed some interesting correlations between several positions that I applied for and the display quality of the booths. By "display quality" I mean they were marketed well. The people were friendly and eager to talk with me; the banners were colorful and easily read; the information was readily available, and incentives were arranged enticingly on the table. I talked to a company representative from Cape Kiwanis about her business's marketing tactics and she said that most of their information gets around through events like the Career Fair, listings on Craigslist, and on their website. She didn't seem too sure which one worked the best for employee recruitment and overall advertisement. Poorly laid out booths, in contrast to well-prepared ones, had few visitors. Generally it was difficult to tell which company they were from and there was nothing eye-catching about their displays or their employees behind the booths (sad to say). It was fun getting to look around the Career Fair because the turnout was great and overall the booths were well-prepared.
Topic 1 -
The Dutch Bros fiend. We all know at least several people who crave their hip coffee (or are one of those people ourselves!) I found this tweet on Dutch Bros' Twitter page; I have to say it's incredibly effective marketing. Dutch Bros does an excellent job getting on its customers' level, talking their talk, huddling close by like a best friend, or even serenading you with the smell of syrupy coffee to cheer you up on a gloomy day. In this case, Dutch Bros uses real-life, lower-quality pictures of a high schooler who asked his girl to prom with a picnic. Dutch Bros climbs aboard this magic carpet ride and comments as if it were a person looking for love. Beautiful marketing strategy!
This hip coffee company is a master story-teller. It glorifies its customers' stories and beverage experiences to gain more attention. It doesn't sell its product traditionally, and doesn't even promote its own company story. The peoples' experience shapes the image of Dutch Bros, making it look like a cool, caring friend rather than a business.
Share the love by going here!
Topic 2 - Targeted By Target!
You've known it as an affordable, fun place to get clothes for your family. You've known it as the one-stop Christmas-shopping wonder, with electronics, toys, and games. Now you know it as your local grocery store? Yes. Target is aiming its arrows at mom, now offering a wide selection of fresh and frozen foods in addition to clothing and electronics. This all started several years ago when Target, offering only packaged chips, candy, and occasionally a food court, began brain-storming ideas for attracting grocery shoppers.... but not just any grocery shoppers. No, Target is zoning in on your mother. "We focus on mom," said Tom Murray, the creative director at Target. "She's quite busy, dinner is ticking in the back of her mind every day. We can also offer her things to plan ahead for the next day as well" (Vega).
It's become obsessive with marketing to moms to make their shopping more convenient. Buy the kids' clothes at Target, buy your husbands' clothes at Target, buy your clothes at Target, oh - and while you're at it, buy your groceries here, too. Will Target's attempt to become a superstore be successful? Only time will tell.
Nonetheless, Target is a fantastic example of Target Marketing. I think it was named Target after its targeting practices, actually, because it's so precise on its marketing segments. It's obsessed with mom getting the best deals she can - all at one location. Isn't that a perfect strategy? Almost all of Targets shoppers think so.
Understanding Target's target marketing tactics is helpful to me in several ways: I'll be able to see how obsessive segmentation marketing pays off and how I can apply that to my marketing plan, how I can notice market segmentation in other companies, and be watching for the dangers of marketing to too wide of an audience.
Check out Target's grocery selections for yourself here.. Who knows, maybe you'll find yourself in the checkout line...
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