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MINNESOTA MRT MARKETING TOOLBOX <br />Target Audience <br />Marketing efforts should reach <br />across the full spectrum of <br />bicyclists, and include non - <br />bicyclists. However, each <br />marketing action should be <br />tailored to appeal to a specific <br />target audience. Reaching the full <br />range of potential users will <br />require ongoing, widespread <br />marketing. <br />It can be challenging to deal with <br />the diverse needs of individual <br />family members. <br />SUMMARY VISION SETTING <br />:C <br />rof Tv <br />INTRODUCTION <br />Understanding potential target audiences is crucial to successful <br />marketing. This section gives an overview of bicyclist classifications <br />and types of trips. While these groupings are not definitive, it is <br />important to understand that not all marketing efforts will reach all <br />bicyclist types, and not all sections of the MRT will appeal to all <br />bicyclists. When making choices of where and how to promote the <br />trail, marketers need insight into the spectrum of riders to tailor <br />and diversify their efforts. <br />Just remember, bicyclists come in many shapes and sizes <br />depending on their age, family status, interests, and commitment <br />to physical exercise, as well as their physical abilities. These factors <br />will obviously change during one's lifetime. So the challenge is to <br />appeal to their immediate needs. <br />GENERAL MARKETING GUIDELINES FOR UNDERSTANDING AND SELECTING <br />YOUR TARGET AUDIENCE <br />• Focus on a specific market segment, not the mass market <br />• Consider existing users. Local bicyclists are a promising target <br />market. <br />It is often wise to pursue small market segments that are not <br />served or are inadequately served, rather than larger segments <br />with significant competition. <br />• Be aware of the diverse needs of families and groups who often <br />travel together. <br />IDENTIFY MARKET SEGMENTS <br />Market segments may be grouped by: <br />Bicycle abilities and enthusiasm <br />Location of residence — local, regional, in -state, multistate, <br />national, international <br />Demographics — age, sex, income, education <br />Lifestyle attributes — activities, interests, opinions <br />IDENTIFY YOUR TARGET AUDIENCE <br />Determine what segment of the market you want to serve. <br />Consider: <br />• What is the potential of this market segment? <br />• Will you face significant competition for this audience? <br />▪ What is your ability to serve this segment? See the User Needs <br />table on page 5-7. <br />#. What is the cost of serving this segment? <br />How does serving this segment align with your overall business <br />or community objectives? <br />MARKETING PRODUCT 'AUDIENCE' STRATEGY PARTNERS SUPPORT <br />Minnesota Mississippi River Trail Bikeway Page 5-1 <br />