Understanding Your Target Market

What you need to know to help build a strategic marketing strategy

Your customers are one of the most important factors in your marketing equation. Whether you have an established customer base or an aspirational set of target consumers, conducting an analysis on who you are trying to attract is key. Developing a customer profile allows you to assess where to focus your marketing efforts and dollars.

 

Key Factors to Identify

What is important to them?

Knowing what is important to your customers allows you to tailor your products, services and messaging so that you speak to what is most important. Are they a young working professional looking for local or sustainable products? Are they a family on a budget looking for ways to make life easier while maintaining a budget? Are they empty nesters looking to create memories with those who are most important to them? Each of these groups require very different messaging and targeting to effectively gain their attention and win them as customers.

How and where do they consume content?

One of the most valuable things you can do is identify where your customers spend time. Do they scroll TikTok for four+ hours a day or are into newspapers and magazines? Do they turn on the news every morning like clockwork or did they cut the cord three years ago and haven’t seen a traditional news segment since then? Knowing how and where your audiences consume content is vital to understand how and where you appear in thier daily lives.

How do they shop?

Understanding how your customers spend their dollars will help tailor your path to purchase and conversion goals. Does your target consumer shop exclusively online? Then an easy to find and navigate online store front with google and apple pay integrations are imperative. Or does your consumer like to buy in person, wanting connection before committing to a product or service? Then a welcoming store front that is prominently listed on your website, social profiles, Google Business profiles and other listing sites is crucial.

 

So how do you get this information? One of the easiest ways is simply by talking with your target customers. This can be informal. A conversation while they are shopping in store, or a question posted on your Instagram story. Or structured and formalized through surveys, interviews and focus groups. If you have a significant amount of customer shopping data, a deep dive with a Claritas Prizm can help you create a complete picture of your consumer. Ultimately, the more you know the better your marketing decisions.

 

Ready to learn more about your customers and build out an integrated and strategic marketing plan? Let’s talk.

from Lou Hammond Group https://louhammond.com/2022/09/29/understanding-your-target-market/
via https://louhammond.com

Public Relations in the Real World

It’s never easy to fall asleep in a new place. New bed, new sheets, unfamiliar walls…all make for an unusual experience. The first night in my apartment in Charleston was no exception. As I completed my evening routine and settled into bed, the room got quiet and the sounds surrounding my building became magnified. It was hard not to hear the music coming from a bar just a few steps away from my bedroom window. Instead of trying to tune it out, I quickly found myself trying to listen to the guitarist sing, while peering out my window to gaze at the activity under the canopy of cafe lights. As I went through the next few days, I realized that this was going to be my evening entertainment and musical lullaby every night, and I oddly looked forward to it. I was new to Charleston, and I had very few people to hang out with initially, so this was a nice substitute. I would open my window and listen to the music whether it was a band on the weekdays playing old Beatles music, or the DJ on the weekends playing Kanye and Drake.

I loved sitting in bed watching the bar cater to whoever was going to be present that night. Pull out a cover for when it rains, turn on the lights when it gets dark. Small details to entertain the audience and draw customers in (it sure drew me in, and I was a building away).

In this uber competitive world where everything and everyone is fighting for attention and investment – details matter. They are what set you apart from the other guy, or the other bar around the corner, which is what I have learned at Lou Hammond Group. My internship in the Charleston office at LHG taught me more than the basics taught in school. At LHG, I have learned what cannot be explained by a teacher or studying for an exam, such as the relationships with the clients and how best to help them. Throughout my internship experience, I have written and distributed press releases and pitches, sat in meetings with clients and witnessed what public relations truly consists of.

Anyone can easily open a restaurant or bar, but it is the attention to detail, knowing your audience, expression of creativity and uniqueness of the experience that draws the customers in and creates an atmosphere that compels them to return….again and again.

LHG is a firm that helps their clients successfully achieve that for their endeavors.

I have always been an observer, which is why I am interested in public relations. Public relations helps to bring people together, and this industry is meticulous, focusing on the details. In the public relations world, employees work hard to create relationships and make it their mission to observe and react to how this work is received. Every night I observe that bar just a building away from my window, and see the small, minuscule details that they do to make their customers happy. That is what I have applied to my experience in public relations. At Lou Hammond Group, we focus on the little things to help others see the big picture on behalf of our clients.

from Lou Hammond Group https://louhammond.com/2022/07/11/public-relations-in-the-real-world/
via https://louhammond.com

How to Master the Art of Newsjacking

Newsjacking, or the practice of ‘hijacking’ trending news stories with the goal of inserting your brand into the conversation, can be an effective public relations tactic for building your brand, boosting credibility, and getting your message out to a larger audience.

While newsjacking is a useful tool for securing media exposure, it’s important to approach every newsjacking opportunity strategically. Here are a few tips that PR pros can utilize to master the art of newsjacking.

 

Best Practices for Newsjacking

• Keep Up with Current Events: Successful newsjacking begins with staying informed by keeping a pulse on breaking news and trending stories. This can be done in a number of ways including daily media monitoring and subscribing to e-mail alerts so updates come straight to your inbox. In addition, social media can be an excellent tool to get a quick glimpse into real-time conversations and trending topics.

 

• React Quickly but be Mindful: Today’s news cycle is more dynamic and fast paced than ever, and when it comes to capitalizing on breaking news, timing is everything. Immediately jumping on a breaking story will allow you to get ahead of the competition and drastically increase your chance of success. However, it’s important to be tactful and strategic when proceeding with a newsjacking idea to avoid potential negative impact or damaged credibility for your brand. Always ensure that the newsjacking opportunity is relevant and appropriate, and that the content will not be misconstrued by the media.

 

• Plan Ahead: It may seem impossible to plan ahead for newsjacking opportunities, but having basic materials prepared will allow for a more comprehensive and timely response. When creating your brands overall PR strategy, outline their key messages and objectives, and establish which topics they can speak to with expertise and which they may want to avoid. Always be sure to have critical content on hand, such as targeted media lists, spokesperson biographies and headshots.

 

• Always Add Value: Newsjacking is all about grabbing the media’s attention by adding something new or unique to an already trending story. If connecting your brand to a piece of new seems forced or inauthentic, it is likely not the right newsjacking opportunity. Focus on positioning your brand as a thought leader by sharing accurate, relevant and insightful content that truly adds value to the conversation.

from Lou Hammond Group https://louhammond.com/2022/06/27/how-to-master-the-art-of-newsjacking/
via https://louhammond.com

Fun In the Sun, Five Places to Enjoy a Beach Day This Summer

With Memorial Day just around the corner, we are all geared up and ready to explore a beach town and relax with our feet in the sand at LHG. Here are the five beach destinations we are most excited to enjoy this year.

 

Florida’s Paradise Coast

Florida’s paradise coast, which features the pristine beaches of Naples and Marco Island, is the state’s southwestern gem, where the Gulf of Mexico’s crystal blue waters meet white sand beaches. With over 30 miles of jewel-toned shoreline, the seaside attractions are diverse, from pristine hideaways like Keewaydin Island to luxury resorts.

 

Jamaica

The iconic island of Jamaica is home to much more than just sun and sand, but the breathtaking variety of beaches found on the island are surely among the can’t-miss attractions there. In Montego Bay, you will find a large concentration of top-class all-inclusive resorts boasting perfect white sand beaches and calm waters to enjoy a relaxing swim. One hour away in Negril, Jamaica’s “Capital of Casual,” a cluster of wonderful hotels, night-life venues, and restaurants are located along one of the top beaches in all of the Caribbean. Negril Seven Mile Beach is considered by many locals to be the most beautiful beach on the island, which might be why so many wonderful businesses decided to set up shop along its shores so that visitors could easily stroll along and stop by throughout the day and night.

 

Nassau Paradise Island

One of the most popular islands in the Bahamas, Nassau Paradise Island truly is heaven for beach lovers. Located near downtown Nassau and some of the most popular all-inclusive resorts on island, Cable Beach is a high-energy spot with plenty of restaurants and beachside shops. Love Beach, 20 minutes away, is more laid back and home to 40 stunning acres of protected coral while Junkannoo beach, the nearest beach to a cruise port, is always a party with beachfront shacks offering refreshments and more all over the place.

 

Ocean Cay MSC Marine Reserve

Ocean Cay MSC Marine Reserve, MSC Cruises’ private island, which welcomed the world for the first time in November 2021, is the perfect destination for travelers looking for fun in the sun. Visited by all MSC sailings from the U.S. to The Bahamas and Caribbean, this island sits in a 64-square-mile flourishing marine reserve and is home to two miles of white sand beaches and an abundance of opportunities to explore the natural beauty of the Bahamas and discover local marine life, through activities like snorkeling, stand up paddle boarding, kayaking, and catamaran tours.

 

Panama City Beach

Best known for its 27-miles of sugar-white sand beaches bordering the calm emerald-green waters of the Gulf of Mexico, PCB is an ideal beach destination in Northwest Florida. Recently named a top 3 beach in the United States by Trip Advisor, PCB also has two protected nature preserves nearby and a variety of natural beauty to enjoy.

from Lou Hammond Group https://louhammond.com/2022/05/13/fun-in-the-sun-five-places-to-enjoy-a-beach-day-this-summer/
via https://louhammond.com

Short-Form Video: The Secret to a Killer Content Strategy

Short-form video has taken the social media world by storm in recent years. Just think back to 10 years ago when Instagram was merely a curated highlight reel. However, since TikTok entered the social media scene, it’s caused an explosion of short, “snackable” content that has led to some fantastic, hilarious and utterly bizarre videos going viral. Other social platforms have hopped on the bandwagon with the introduction of their own short-form video formats – Instagram Reels, Facebook Reels, and YouTube Shorts.

Today people come to social media to share and engage with personal stories rooted in authenticity. With people craving deeper interactions with brands now more than ever, leaning into video has huge payoffs for brands looking to build long-term relationships with people. Read on for three reasons why video is an essential marketing tool.

Video content improves discoverability.

Sharing short-form video can help you reach new audiences. Because of TikTok’s popularity, the algorithm on other platforms has shifted to favor short-form video over other types of content. For instance, Reels appear in the Home Feed, in Stories, on user profiles, in the Reels tab, or on the Discover page. This means Reels can reach a much larger audience, whereas in-feed posts and Stories can only reach your followers.

Video content strengthens brand loyalty.

TikTok thrives on relatable and genuine content. Brands that show passion and personality in their videos tend to resonate more with people. Keep them coming back for more by making them laugh, giving them a glimpse behind-the-scenes, or teaching them how to do something new.

Video content increases engagement.

Video posts on social media get 48% more views. Regardless of how many followers you have, any video has a chance at going viral if it’s relevant, engaging, uses audio, and has well-chosen hashtags. And the more people you reach with video, the more likely you are to see your follower count and engagement rate grow.

Best Practices for Short-Form Video Content Marketing

Short-form video is revolutionizing the way we consume content and leverage our social media marketing efforts. Take advantage by developing an innovative video content strategy. Here are some things to consider:

• Lean into what’s trending. While developing a following is a worthy goal on any social platform, it’s not a prerequisite for creating a viral video. It’s more important to closely follow trends and popular hashtags and create videos that fit those elements.
• Capitalize on the binge factor. It’s all about the first three seconds. People spend 1.7 seconds on average on a piece of content, so if you want to grab your viewers’ attention, the first seconds of your video count the most.
• Engage like a user. Use creative tools native to each platform like text overlay, filters, or camera effects. And use music from the platform’s music library or even create your own original audio to stand out.
• Tailor your strategy to each platform. Recycling content from platform to platform is a big no-no. Videos with watermarks from other platforms won’t be recommended as often, so avoid uploading a video on multiple platforms without removing the watermark first. But it’s always best to create unique content for each platform.
• Don’t overthink it. Even though creating a video might sound time-consuming, you shouldn’t miss out on the opportunities that interactive content can offer. You don’t need to blow your whole budget on a big production. A lo-fi approach can also be a great way to forge a deeper connection with your audience.

So, are you ready to start creating?

from Lou Hammond Group https://louhammond.com/2022/04/28/short-form-video-the-secret-to-a-killer-content-strategy/
via https://louhammond.com

Social Media Trends for 2022

In today’s world, social media has become a part of many people’s daily lives. From searching Instagram to see the newest fashion style to mindlessly scrolling TikTok to watch the entertaining TikTok trends, it’s safe to say that many people are consumed on a daily basis.

As someone who works in the world of social media, I’ve seen firsthand that algorithms change on a daily basis and sometimes it can be tricky to adapt your social strategy to align with your business goals. The key is to understand the new trends and figure out a way to stand out among them. 

Read on for what will be trending for 2022.

TikTok will become huge

Think about TikTok as an immersive entertainment experience. Brands that are authentic and genuine show the best results. Brands are also encouraged to engage like a user, build a narrative and create with intent. As 50% of TikTok’s global audience is under the age of 34, staying engaged is more important than ever. When considering your TikTok strategy, you will want to keep these key insights in mind:

• 37% of viral videos are of a person speaking (51% into the camera)
• 58% of viral videos have a happy emotional impression
• 36.5% of viral videos are comedy
• 56% of viral videos had music (25.2% are pop songs)
• Use keywords other than “FYP”, “trending” or “viral” (TikTok has stated that hashtags such as #fyp or #foryoupage have little impact on popularity)

Source: Social Media Today

Video content will be a priority

Gone are the days when Instagram photos will be pushed to the front of your homepage. Instead, you will notice that you will see more video content amongst the people you follow. According to Instagram CEO Adam Mosseri, that platform plans to “double down” on its focus on video content in 2022. When creating Reels, you will want to keep these key insights in mind:

• Focus on inspiring or educating content
• Use beautiful visuals and brief captions
  • If you are educating the audience, break the message down to 4-5 short statements that can be displayed at different points in the Reel
  • Use brand hashtags or any relevant travel tags in the caption

• Education should be a core focus
• Display information in a way that is quick and digestible
• Focus on creating a connection and showing that values align rather than selling a product
• Carefully planned and executed videos are effective for showing a brand’s personality and values
• Highlight what differentiates your brand

Source: Social Media Today

Paid advertising will become essential

According to Hootsuite’s 2022 Social Media Trends survey, more than half (51.4%) of marketers surveyed informed that they plan to increase their paid social spend this year. As Hootsuite states, 38% of marketers will heavily focus on TikTok for increased social spending as that platform has seen a 700% increase in being effective for business goals. 

Influencer marketing will continue to soar

Over the past 5 years, influencer marketing has taken off. Globally, influencer marketing-related companies increased by 26% in the year 2021, reaching nearly 19,000 firms offering or specializing in these services. Because of this, 68% of marketers plan to crease their influencer marketing spend in 2022. 

According to the State of the Influencer Marketing 2022: Benchmark Report from Influencer Marketing Hub, the influencer marketing industry is set to grow approximately $16.4 billion in 2022. If your budget isn’t allowing for paid social, investing in influencers could be a cheaper alternative that is just as effective. There are influencers for every niche: travel, wellness, golf, fashion… you name it! They have proven time and time again that they can help marketers successfully achieve marketing goals.

from Lou Hammond Group https://louhammond.com/2022/02/28/social-media-trends-for-2022/
via https://louhammond.com

New Year, New Travel

January is the time for making resolutions, starting the year off with new goals and aspirations – a fresh start. Winding down from the holidays, you may sign up for the gym or swear off alcohol until February; if you’re anything like me, you scour “Where to Go in 2022” articles and start your travel planning.

Here are a few trends the Lou Hammond Group team has spotted for the new year, with some travel inspiration for the months ahead.

…But First

The latest consumer sentiment report from Destination Analysts reveals that while the concern for contracting COVID is still very real and has continued to impact travel plans, optimism is increasing and enthusiasm for travel is strong. Nearly 80% of Americans have trips planned in 2022, with 72.8% expressing the highest level of excitement for their future travel plans since Omicron arrived.

Ready for a Spree

With pent up travel demand and countless postponed trips over the past two years, Americans have been saving up and are ready to spend spend spend in 2022. We anticipate many GOAT – or “greatest of all time” – trips this year, with families and friends reuniting for bucket-list getaways. This increased spending suggests a rise in far-flung travel itineraries (cheers to international travel!), longer lengths of stay, and splurging for elevated experiences across accommodations, dining, and excursions.

Ready to head across the pond? London is calling! On Regent Street, Hotel Café Royal combines modern elegance with history, hosting everyone from Oscar Wilde to David Bowie. The hotel has partnered with “Van Gogh: The Immersive Experience” digital art exhibit to create a new bespoke Van Gogh Afternoon Tea experience. The whimsical menu takes guests on a tasting journey through Van Gogh’s most iconic works, with unique selections of cocktails and tea, conjuring the essence of the expressive artist.

For the ultimate wine lover, check out the inaugural Healdsburg Wine & Food Experience taking place May 20-22 in Sonoma County, California. With a focus on the producers and makers of the wine region, the celebration will offer tastings, celebrity chefs, exclusive music performances, and VIP (and even Ultra VIP!) experiences to educate on the region’s farmers and growers. Vineyard truck tours – available for the first time to consumers – will allow attendees to walk the vineyards, touch the soil and learn how wine is made from the person who makes it.

Out of Office – For Real

With the rise in “work from anywhere” office policies, many Americans used 2021 to explore a destination that served as both a vacation spot and a temporary office or school for the family. This year, however, we expect to see employees use their PTO for work-free getaways. Whether a full digital detox or simply to (re)establish the line between work and play, travelers are placing an intentional focus on leisure, self-care and mental wellness.

Along the 30 miles of Florida’s Paradise Coast – comprised of Naples, Marco Island and the Everglades – emails and conference calls are quickly forgotten. Instead, to do lists here include relaxing along white-sand beaches, exploring the “wild side” of the only sub-tropical mangrove wilderness of the U.S., gallery hopping along the famed Fifth Avenue South and dining on fresh local seafood. New this year, the Shy Wolf Sanctuary animal refuge offers Meditate with Wolves; a unique opportunity to meet and connect with the exotic animals under guidance of trained experts to offer different approaches to meditation, energy healing, yoga, and relaxation techniques.

Fresh and Clean

As health and safety remain top of mind, consumers will pursue outdoor adventures in their 2022 travels. Destinations with clear protocols in place offer peace of mind and those with wide-open spaces are poised for the sustained popularity of nature-based trips. Many will also continue to enjoy road tripping which allows for multiple stops, small-town hopping and the opportunity to easily bring the whole family along – pets included.

Following a record-breaking 2021, the state of New Hampshire is a great destination for active travelers looking to explore the great outdoors, with hiking and biking trails for all levels, and countless lakes for kayaking and fishing. And the best part is that visitors can experience the salt air along the charming coastline and breathtaking mountain views in the same day – but there’s no rush to do so; there are more than 1,000 miles designated as foliage drives and cultural byways.

Planning a cross-country road trip? A stop in Paducah, Kentucky, is a must as the American Quilter’s Society’s QuiltWeek returns April 27-30 after a two-year hiatus. Quilters worldwide flock to Paducah – home to The National Quilt Museum – for the four-day event that includes a quilt contest, workshops, lectures and vendors.

Meet the Locals

Beyond sightseeing, travelers are seeking to truly connect with destinations for more meaningful travel. These experiential moments span culinary – visiting local suppliers and learning about sustainable food sourcing; arts and culture – meeting the makers; history – this includes what’s unwritten; and so much more.

While Santa Fe, New Mexico, will celebrate numerous milestones in 2022, this most notable is the 100^th anniversary of the Santa Fe Indian Market in August. Produced by the non-profit Southwestern Association for Indian Arts, North America’s largest and most prestigious Indigenous art market will return in person for its centennial, featuring Native artists from all regions for visitors to experience live entertainment, fashion shows and more.

Bonus: Along with the above trends, we are seeing an increased sense of industry and consumer responsibility to protect the environment and give back to a community, which will be invaluable for the continued rebuilding of our beloved tourism industry and economy. Consider doing good where you can, even if that simply means leaving a destination just the way you found it.

Pro Tip: Don’t forget about TikTok for travel inspiration – it’s not just about trending dances. The platform is seriously growing its travel content as influencers create short-form videos of their experiences around the world. There are 1M posts and more than 8.8B views for the #travel hashtag!

Happy New Year and happy travels!

from Lou Hammond Group https://louhammond.com/2022/01/28/new-year-new-travel/
via https://louhammond.com