Selecting a segment to target in a promotional message is a very important process in developing social marketing messages. This is crucial especially in developing a message that will suit the segment that is targeted.
The segments usually have got similar or common characteristics such as beliefs, culture, social life and the products that they consume. It is imperative to segment these target audiences so that messages that are developed suit the target group that needs to change their behavior.
Customized communications are specific and usually tailored to meet the characteristics of the group that is to be targeted.
This is usually done to ensure that the message that is delivered reaches its intended audience hence the need for doing a segmentation of the population into groups with common characteristics.
This is imperative particularly in spread of health messages such as in the case of the Health Promotion Division. The Health promotion Division has got three segments and the best segment has to be chosen so that the message delivery is successful.
This is more effective than targeting the mass market as the Health Promotion Division will be able to cut down on promotional costs.
The best target segment for the Health Promotion to target is the TGIF which is the largest group of all the three market segments. This group is a heavy user of tobacco, alcohol and illegal drugs. The TGIF has got a tendency to go out on the weekends and have got a fun-loving orientation.
This group usually has got a reckless behavior and most of them view work as a means to an end; they work the whole week so that they can use the money on the weekends for drinks and other drugs in clubs over the weekend.
This group is usually characterized by youths of both the male and the female gender. Their lack of work ethic and indiscipline makes them have an “I don’t care” attitude and hence the lack in ambition.
The group is mostly concentrated in Ontario and is largely from the middle class families. In my opinion this would be the best group for the Health Promotion Division to tailor their messages to.
The Health Promotion Division should target the TGIF market segment because this is the largest of the three market segments. This is the best group to target because the Health Promotion Division will reach a wider market segment while at the same time delivering their message.
This is important because the Health Promotion Division will be able to reach the highest number of the population in addition to the fact that the TGIF segment is the heaviest user of the illicit drugs and alcohol.
By targeting this market, the Health Promotion Division will have reached a very large audience with their message and this will be effective in influencing the behaviors of the society at large. This is also the segment that is most affected by the drugs hence is the ideal group to target.
Another major reason for the Health promotion Division to target the TGIF group is the cost implications. Targeting the TGIF group is relatively cost-effective for the Health Promotion Division unlike targeting the mass market which will be very expensive.
Targeting this group is cost-effective because the Health Promotion will reach a larger audience while at the same time saving on costs especially with their tight budget.
Trying to communicate to the whole youth population would be very expensive for the Health Promotion as costs involved in promotion are very high.
The cost for preparing promotional materials such as billboards, posters and running commercials on television and radio is relatively high. Hence, it will be best for the Health Promotion Division to market to the TGIF so that they can cut on their costs and at the same time drive the message home.
It is appropriate for the Health Promotion to target the TGIF because they are the heaviest users of tobacco, alcohol and illegal drugs. This is crucial considering the fact that the TGIF is the segment that is most affected by the drugs.
This is the segment that believes that working is just but a means to an end which is the weekends when they go to party in clubs and engage in heavy drinking of alcohol and smoking.
This hence makes this group the most affected because of their attitude towards drugs and their lack of commitment attitude.
It is essential for the Health Promotion Division to target this market so as to change their attitudes towards drugs and make them know that taking drugs on weekends is not an end in itself.
This group needs to learn the importance of having good discipline and having a good work ethic hence the need to change their bad attitude.
It is also crucial for the Health Division Promotion to target this segment because this segment includes both the male and the female genders.
This segment is not entirely self-sufficient and usually need the company of the opposite sex hence the reason for having both the female and male genders. This will be best for the Health Promotion Division as they will be able to influence both genders.
For this reason, this is the best segment for the Health Promotion Division to target in their promotional messages because they will influence both the female and the male genders in the youth population.
The TGIF group has got a bad attitude that needs to be changed for the development of the society. They do not have a saving habit and all their money is just spent on drugs, alcohol and illicit drugs. This therefore, makes them the most vulnerable to drugs especially because of their attitude.
They need to be taught on the importance of savings and the effects of alcohol on their lives. The Health Promotion Division needs to sensitize them on the effects of not thinking about the future and importance of family values on their lives.
The Health Promotion Division should target the TGIF so as to influence their attitude towards family values and to change their saving habits.
The Health Promotion Division should come up with promotional messages that will influence the behavior and attitude of the TGIF. The Health Promotion Division should develop messages that are customized to fit the behaviors of the TGIF target market segment.
The communication channels that are to be used should be able to reach the TGIF segment, hence the need for a wise choice of the channels of communication to be used. The information collected on the characteristics of the TGIF will help in tailoring the message to be communicated.
This is important in ensuring that the health promotion that will be done by the Health Promotion Division is effective and meets its intended purpose.
The messages that are to be generated should inform the TGIF on the effects of drugs such as; alcohol, smoking and illicit drugs, importance of saving and the essence of having a futuristic thinking.
Based on the information that characterizes the TGIF segment of the youth population, the Health Promotion Division can use the following promotional strategies and messages to communicate to this market segment:
- Using the Social Media- the Health Promotion Division can make the use of free advertising on social media platforms such as twitter and facebook to reach the TGIF market segment.This is a youthful group, hence the Health Promotion Division can reach them more easily through the social media.
They can do this by engaging on debates on alcohol and drug abuse over the internet.
Through this medium, they can spread messages encouraging the youths to engage in socially responsible behavior and engage in more productive activities instead of spending most of their time in taking alcohol and abusing drugs.
For instance, they can come up with catch phrases such as “smoking kills” or spread messages like “youth against drugs”.
- Adverts on Radio and Television- the Health Promotion Division should also put adverts on television and radio that are targeted at the TGIF. The messages to be communicated should depict the effects of drug abuse on the lives of the youth.The television in this instance is effective especially by use of visual images in communicating a message. The message to be aired should give a picture that not taking drugs is a fancy.
The Health Promotion Division can for instance air a video of youths who are drunk-driving and then cause an accident.
Such a message will portray the message that taking alcohol is not good and may lead to serious consequences such as death.
- CSR programs- the Health Promotion Division should also engage in activities to sensitize the TGIF to encourage them to engage in socially responsible behaviors. These activities may include road shows and community health sensitization programs.In these forums, the Health Promotion Division can educate the youth on the effects of drug abuse and also encourage them to take part in alternative social activities during their leisure time.
They can encourage the youth to engage in social activities such as sports and pursue their talents instead of abusing drugs especially during their free time.
- Posters and billboards- the Health Promotion Division should also erect billboards at strategic places where the target segment are likely to see them. The messages that are communicated should explain the effects of drug abuse. The use of pictures is effective in this instance.
- Using the print media- the print media such as magazines and newspapers can also be used to advertise the anti-drug messages by the Health Promotion Division.The Health Promotional Division should use magazines that are most likely to be used by the youth or their target market.
In conclusion, the Health Promotion Division can use social marketing effectively to reduce the menace of drug abuse among the youths in the society.
Segmenting of the population and choosing the right segment is very important to ensure the success social marketing. It is therefore important to select the right promotional tools for the right target segment.