It may sound obvious, but before you do any kind of advertising, it’s essential to have very specific target audiences in mind. You may think you have a rough idea of who you’re marketing towards but understanding your audience on a deeper level allows you to speak more clearly and personally to potential customers. Wouldn’t you be more inclined towards a company who truly understood and catered towards your goals and motivations?
Follow our guide to identifying and understanding your target audience – you may be surprised by the results.
1. Familiarise yourself with your business’s mission and features
Truly understanding your business and what it has to offer plays an essential role in being able to identify and speak to your target audience. List the features of your business and the benefits that it brings to people. Later, you’ll be able to match these up to your customer profiles. Consider all the products your business has to offer and identify where customers may be interested in multiple activities.
2. Create your customer profiles
These could take any number of different categories: age groups; interests; family arrangements; fitness levels. If you’re struggling with where to start, look at the customers you’ve already got. Who are they? What are their interests and characteristics? Who are the most loyal customers? Which customers are less committed? Are there any customers you’d like to attract that you’re currently unable to?
3. Step into their shoes
Work through each profile to determine the following:
- What is their goal, the goal that has brought them to your business? e.g. To improve health due to age, to lose weight, or to socialise. They can also have more than one goal.
- Which networks are they using? Examples are Google, Facebook, Instagram, email, local newspaper. This is a quick and easy way to identify which networks you should be advertising on.
- What aspect of your business would be most appealing to them? You can return to your business features for this. Is it the convenience, the price, the range of activities and facilities? Each profile will have different incentives and interests, and it’s important to identify as many as you can.
4. Speak to your audience
You now have all the tools to be able to communicate effectively with your prime audience: you know how to get in touch with them (via the networks they use), what their motivations are, and what extra features of your business will really wow them.
TA6 have a wealth of experience in identifying target audiences, as well as understanding how best to reach them. We’re here to share our knowledge and help you to be able to achieve this for your business.
Get in touch with us today to find out how we can help you and get our FREE customer persona worksheet!
Note: We will only use your details above for getting in touch to share the free worksheet. Details will not be passed to any 3rd party.
Whilst we appreciate the thousands of key workers that are keeping our country running right now we also realise that there are a lot of people suddenly thrust into the situation of working from home. At TA6 many of us are used to home working on a regular basis and so we’ve put some of our top tips together to help you stay focused when working at home.
KEEP YOUR ROUTINE
When suddenly given the opportunity to work from home it can be very tempting to switch off the alarm and take the advantage of some lazy mornings! However, you will find your day will go much better and you will be far more productive if you stick to your regular routine. Get up at the normal time and start your day in the normal way. If you can get up nice and early and start your day with a home workout that will put you in a great mind-set to stay focused during your work day. Save the lie-ins for the weekend!
2. GET DISTRACTIONS OUT OF THE WAY FIRST
If you’ve got a list of jobs that you know need doing in the day whether they be life admin, cleaning or shopping then get them done as early as you can in the day. If you know you’ve got things that need to be done they will be a constant distraction to you as you are trying to work. Set yourself 30 minutes to an hour first thing to get all those niggling jobs done and out of the way, then you’ve got the rest of the day to get on with your work.
3. PLAN YOUR DAY
This might seem like an obvious one but making a ‘To Do’ list can make the difference between a successful and a wasted day. Plan everything you need to get done and then work out at what time you want to do it and schedule it into your day. This way you will be focused on each task and ensure that everything gets done before moving onto the next thing. Even schedule in lunch and breaks!
4. GET OUTSIDE IN THE FRESH AIR
Sitting in front of a computer screen all day long can be soul destroying, especially when you’re not used to it. So schedule in some time to get out of the house and get some fresh air. If you have a dog then that’s a perfect excuse to get out of the house, otherwise maybe go for a short run or a walk just to clear your head. Don’t be tempted to take your phone with you and scroll trough social media at the same time – give your eyes a break!
5. NO TV!
It can be extremely tempting, when you’re working at home, to stick on the TV and catch up on your favourite soaps or start watching a new box set. If you do, before you know it, two hours will have passed and you will know all about what’s happening in Coronation Street but that spreadsheet you were supposed to be doing is completely blank! Save the TV for the end of the day when you can relax knowing you’ve had a super productive day.
6. TAKE REGULAR BREAKS
Whilst it’s important to stay productive it’s also important to take regular breaks. A good idea is to treat yourself after completing a block of work with a cuppa and an episode of your favourite TV show or a scroll on Instagram. Whatever tickles your fancy it’s important to congratulate yourself after a productive few hours of work. Don’t feel guilty for taking breaks – nobody can be productive all day long!
7. SET AN END TO THE DAY
When we are working from home work can often encroach into your home life. Whilst it’s great to be flexible and work at times to suit you it is equally important to set an end to your day. Don’t be tempted to answer emails into the evening if you started work first thing and have worked all day. Work – Life balance can often be more difficult when you work from home.
8. DRESS FOR WORK
When there’s no reason to leave the house it can sometimes seem pointless to bother getting out of your PJs! However, you will find yourself so much more productive if you get up and get dressed for your day’s work. There’s obviously no need to get suited and booted but getting showered and dressed will definitely give you more focus.
9. MAKE A WORK AREA
Not everyone has the luxury of a home office, especially if you’re not usually required to work from home. If you don’t, then it is a great idea to make yourself a specific work area. Make it comfortable and in an area away from distractions. If you work from a laptop then make sure it’s on a suitable table with a chair so you’re not hunched over sat on your sofa. Prolonged bad posture can cause back and neck pain so a risk assessment of your work space is a good idea and look at how you can raise the height of your screen or chair if needed.
10. INTERACT WITH OTHERS REGULARLY
There’s no doubt, working at home can be very isolating. Contact colleagues regularly via the telephone or online platforms such as Microsoft Teams or Skype. Set up a WhatsApp group for daily interaction and why not set up some fun challenges your teams can get involved in. If you can’t meet people in person then these things are so important, it can be very demotivating to have no interaction at all for weeks on end.
We hope you found these tips useful. If you have any tips of your own please feel free to leave them in the comments below. Please also share this post with your friends and colleagues who might need help with focusing when working at home.
Whilst leisure operators face the toughest challenges we have seen in decades TA6 have been working with our clients, partners and suppliers to offer support where we can.
Please download our Business Checklist which provides ideas and insight for dealing with the pandemic within your facilities.
We are also continuously developing a pack of assets which leisure operators can use to maintain communication with their customers.
Feel free to get in touch should you need any support during this time.
All of us at Alliance Leisure are hugely concerned by the wide sweeping effect of the COVID-19 virus on our staff, our clients, our supply chain and the health and well-being of the wider community.
We are working hard with all of our stakeholders to continue delivering services in these challenging and unprecedented times.
We will do our very best to support the sector and at an individual level, we encourage our staff to actively help their local communities.
Are you looking for all the leisure industry key events for your diary for 2019? Then look no further. We’ve listed all the major events and conferences in the leisure industry taking place in 2019. And if we missed one just send us a message here and we’ll add it in.
Quest NBS and CIMSPA Conference
27th – 28th February 2019, Warwick
LGA Annual Culture and Tourism Conference 2019
5th – 6th March 2019, London
8th – 10th March 2019
International Fitness Showcase (IFS)
22nd – 24th March 2019, Blackpool
27th – 28th March 2019, Nottingham
4th – 7th April 2019, Cologne, Germany
2nd – 3rd May 2019, The Belfry, Sutton Coldfield
8th – 9th May 2019, London
10th – 12th May 2019, Birmingham
June – TBC
National Fitness Day
Wednesday 25th September TBC
Ukactive National Summit
September – TBC
21st – 22nd September 2019, Glasgow
Physical Activity Facilities (PAF) Forum
October – TBC
APSE Leisure Seminar
November – TBC
5th – 8th November 2019, Malta