Marketing 0.101--targeting a small population
February 16, 2013 5:02 AM Subscribe
Finance guy failing horribly at marketing. I'm trying to figure out the best way to market a service to a small, geographically diverse population and would love your recommendations for: 1. books on targeted marketing in general; 2. ideas on how to reach AP Spanish Juniors and Senior and 3. ways to evaluate whether this is too targeted a population and we need to broaden out.
posted by limagringo to Computers & Internet (8 answers total) 3 users marked this as a favorite
Ok, Mrs. Limgringo (who provides the Lima not the gringo) has successfully tutored several kids of family friends for the AP Spanish exam. We've got a pretty good system for tutoring and a decent track record so we decided to take it online and scale up. We've got a pretty good idea of our product (listening comprehension and verbal expression for college prep), our demographic (upper middle income families with college bound juniors and seniors) and our differentiator (guaranteed performance, native speakers who are trained teachers) but I have zero idea how to link all this stuff up. The target population is about 80k spread out across the US--zero overseas. Marketing efforts so far consist of adwords and local newspaper press releases. Conversion is less of a problem than traffic. Once we get a dialogue with potential customers going, they tend to sign up (around 70% rate).
We're not looking for this to be a major money maker for us so much as an interesting sideline to make some pocket money and help out some good teachers in Latin America, so I'm not really looking to expand into generic high school teaching although we could do so.
Sorry for the details--not sure how many are necessary and thanks for the help.