Find Your Audience: A Marketing Case Study

In today’s competitive business landscape, finding your target audience is crucial to ensure your marketing budget is well spent. Let’s explore a practical example of how marketing analytics can help define the right audience through the story of BD Xcleaners and their new product, Snackwall.

The Challenge

BD Xcleaners, based in the San Francisco Bay Area, provides office cleaning services. Nabil, the marketing manager, recently pitched a new product idea to his management—Snackwall, a subscription-based service that installs snack walls in offices. The idea was a hit, and the product was developed. Now, with a limited budget, Nabil needs to make sure he reaches the right audience for the Snackwall launch.

Surveying for Insights

Nabil’s first step was to survey the existing clients of BD Xcleaners to determine which offices might be interested in the new service. He designed a three-part survey:

Office Information: Questions about office size, location, and existing amenities like lunch services.

Employee Details: Information about the workforce, including their age, education level, and industry.

Interest in Snackwall: A scale to measure their interest in the Snackwall service.

Out of 300 clients, 200 responded. Nabil turned to Rose, the company’s marketing analyst, to help make sense of the data.

Segmentation Analysis

Rose used segmentation analysis, a technique to group clients with similar characteristics. She identified two key segments with high interest in Snackwall:

Focused Tech: This group consists of companies with over 30 employees, primarily in the tech industry. They provide on-site lunch and have a young, engineer-heavy workforce.

Isolated Office: These companies have between 30 and 50 employees, are located in non-urban areas, don’t provide lunch, and have limited access to nearby food options. Their workforce is also younger.

Targeting the Right Audience

With this segmentation, Nabil had a clear understanding of who would be most interested in Snackwall. He decided to target his first advertising campaign at the "Focused Tech" group. Not only would he advertise to existing clients in this segment, but he would also seek out new potential customers with similar profiles.

Conclusion

By using marketing analytics and segmentation, Nabil was able to identify the right audience, ensuring his advertising budget was spent effectively. This case demonstrates how understanding your audience can lead to more efficient and successful marketing campaigns. For marketers or Business owners, defining your target audience is essential, and marketing analytics is the key to achieving that.