When Phil Knight founded Nike, one thing he understood very well is that different groups of consumers (market segments) have different wants and needs. He knew that in virtually any market, if different segments can be clearly identified, specific products with specific marketing programs can be developed meet both the physical and emotional needs of the consumer. These are probably the most important and fundamental tools in every nonprofit and event marketer’s toolkit: market segmentation and target marketing.

That’s why if you are considering launching a new fundraising event (or auditing your existing event), making a few relatively simple decisions to clearly identify market segments with unmet or poorly met needs, and then developing a unique event experience to meet the needs of the targeted segment can provide the foundation of a successful event. Depending upon the fundraising case and the event budget, the target could be quite large; but while it is tempting to think that a large target audience will lead to high performance, sometimes a target can be so large that it is essentially undefined.  For example, all Americans, people affected by cancer or diabetes, running enthusiasts, and men aged 18-24 are not target audiences. On the other hand, Mom’s aged 25-54 who are impacted by lung cancer and living in the 10 largest metropolitan areas of the United States is a much easier target market to research and segment.

For example, according to research from parenting website BabyCenter, nearly 6 in 10 moms have a smartphone, and spend an average of 6.1 hours a day with their phone, compared to 2.5 hours among moms with only a feature phone.

And with so much time spent on advanced mobile content activities, mom smartphone users are bound to view advertising.

BabyCenter reported that smartphone-owning moms considered ads with coupons (55%) or that featured nearby deals (34%) most appealing, and they were significantly more likely than the general population to do so.

Features of a Mobile Ad that Are Appealing According to US Mom vs. General Population Smartphone Owners, March 2011 (% of respondents)

Just over half of mothers who had smartphones said they had followed up a mobile ad they saw by doing more research later (52%) or talked about the ad with someone else (51%). Other actions, like clicking on the ad (31%) or purchasing the product later online (14%), were still minority activities, but moms’ higher likelihood of indirect action suggests even unclicked mobile ads are resonating with them to some extent.

Moms tap on mobile ads
When it comes to mobile ads, moms love utility, with coupons, nearby local deals, and bar code scanning rounding out the top three most appealing features of mobile ads. Nearly half (46%) of moms have taken action after seeing an ad on their smartphone.

Mobile forever alters the path to the register
As the primary purchaser in the family, today’s mom seamlessly weaves mobile into her shopping experience by using tools to research, decide, and buy right in the store. The report found that 68% of moms use their smartphone while shopping – meaning a mom is 15% more likely to do so than average. In fact, nearly half (46%) claim the most convenient time to receive information about a product is when they are in the store. Also, 62% of moms use shopping apps to research or compare prices.

Source: @eMarketer and @BabyCenter: http://www.emarketer.com/Article.aspx?R=1008342 and http://www.babycenter.com/100_press-release-mobile-mom_10349212.bc

Jono Smith is vice president of marketing at Event 360. You can find Jono on Google+, Twitter, and LinkedIn.

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