Target Segment
The target segment is Frugal Parents.
The goal is to create awareness about the affordable and high-quality subscription-based service.
Segment Description
The segment recommended for KiwiCo is “Frugal Parents,” consisting of price-conscious parents who value education and hands-on learning but prioritize affordability. They are typically lower to middle-income families with multiple children residing in suburban or rural areas.
Purpose of Marketing Communication
KiwiCo’s marketing communication with this segment aims to create awareness about the brand’s affordable and high-quality subscription-based service that offers hands-on learning experiences for children. The communication should highlight how KiwiCo’s products can help Frugal Parents provide their children with quality educational experiences while staying within their budget. Ultimately, the touch should aim to generate a need for KiwiCo’s products among Frugal Parents by showing how the subscription can improve their children’s education and development.
Message
Quality education for your child without breaking the bank? Yes, it is possible with KiwiCo! As a parent, we know you value hands-on learning experiences for your children but prioritize affordability. That is why we offer monthly subscription kits that inspire curiosity and creativity while keeping your budget in mind. With KiwiCo, you can spend quality time with your children while promoting their education and development. Join our family today and give your child the best opportunities to learn and grow.
Value Proposition
KiwiCo provides monthly subscription kits that inspire children’s natural curiosity and creativity through hands-on learning experiences, allowing parents to spend quality time with their children while promoting their development and education.
Adaptation to Frugal Parents Segment
KiwiCo understands that parents on a tight budget still value their children’s education and personal growth. That is why KiwiCo offers affordable monthly subscription kits with hands-on learning experiences, giving children the best opportunities to learn and grow without breaking the bank. The mission is to help parents provide quality educational experiences for their children, regardless of their financial situation.
Marketing Communication Tools
As the target segment comprises lower- to middle-income families residing in suburban or rural areas, cost-effective and easily accessible marketing communication tools will be more effective. Social media advertising and email marketing are two promotional tools that could work well for this segment (Publift, 2023).
Social media advertising is an effective tool for reaching Frugal Parents as they will likely use social media to stay connected with family and friends. Social media platforms such as Facebook, Instagram, and Twitter offer affordable advertising options that can reach a large audience.
Email marketing is a cost-effective way to reach Frugal Parents who are more likely to check their emails regularly. KiwiCo can send subscribers promotional emails featuring discounts, special offers, and new products.
Overall, social media advertising and email marketing are affordable and effective marketing communication tools that can reach Frugal parents who spend most of their time online. By combining both tools, KiwiCo can create a cohesive and integrated promotional campaign that maximizes its impact on the target audience.
Social Media Advertising
Social media platforms like Facebook, Instagram, and Twitter offer various advertising options, including sponsored posts, stories, and videos. To effectively reach the Frugal Parents segment, KiwiCo can use the following strategies:
Ad Targeting
KiwiCo can target the Frugal Parents segment by selecting demographic, interest, and behavior categories when creating ads. For example, targeting parents with multiple children, living in rural or suburban areas, and interested in education and children’s activities can ensure that the ads reach the right audience.
Eye-Catching Graphics and Videos
KiwiCo can use high-quality pictures showcasing its subscription kits to attract attention and generate interest. The graphics and videos should be visually appealing and show children and parents enjoying the activities together, promoting the idea of quality family time.
Promotions and Discounts
Offering promotions and values, such as free shipping or a percentage off the first subscription box, can incentivize potential customers to try KiwiCo’s products.
An example of a social media advertising campaign could be a sponsored Facebook post that shows a parent and child building a fun and educational project from KiwiCo’s subscription kit. The post’s text could highlight the affordability and accessibility of KiwiCo’s products and the convenience of having everything delivered to the door.
Email Marketing
Email marketing is a cost-effective way to reach potential customers and build relationships. Here are some strategies KiwiCo could use for email marketing to get the Frugal Parents segment (Nanji, 2022):
Personalization
Personalizing emails with the recipient’s name can increase engagement and build trust. Additionally, segmenting the email list based on subscribers’ interests and behaviors can help KiwiCo tailor its messaging to each subscriber’s needs.
Educational content: Including educational content, such as parenting tips or fun science facts, can help establish KiwiCo as an authority in the education and parenting space.
Special Offers
Offering special deals or promotions exclusive to email subscribers can incentivize them to purchase a subscription box.
An example of an email marketing campaign could be a personalized email to a subscriber named Sarah, including a discount code for her first subscription box purchase. The email’s content could include educational tips on incorporating hands-on learning into everyday family activities and a testimonial from a satisfied Frugal Parent customer.
In summary, social media advertising and email marketing are cost-effective and targeted promotional tools that can help KiwiCo reach the Frugal Parents segment. By using eye-catching graphics and videos, personalizing messages, and offering promotions and educational content, KiwiCo can effectively communicate its value proposition to potential customers.
Recommendations
KiwiCo’s target segment is “Frugal Parents” who value education and hands-on learning but prioritize affordability. They are typically lower to middle-income families with multiple children in suburban or rural areas. KiwiCo’s marketing communication aims to create awareness about its affordable and high-quality subscription-based service. It emphasizes how KiwiCo’s products can help Frugal Parents provide quality educational experiences for their children while staying within their budget. The message highlights the convenience and accessibility of KiwiCo’s service, aiming to generate a need for KiwiCo’s products among Frugal Parents. The value proposition is monthly subscription kits that inspire children’s natural curiosity and creativity through hands-on learning experiences, allowing parents to spend quality time with their children while promoting their development and education. KiwiCo uses social media advertising and email marketing to reach the Frugal Parents segment, using ad targeting, eye-catching graphics and videos, promotions and discounts, and personalization to build relationships with potential customers.
References
Nanji, A. (2022). What is marketing operations? [infographic]. MarketingProfs. Web.
Publift. (2023). Ad tech in 2021. Publift. Web.
Schreiner, T., Rese, A., & Baier, D. (2019). Multichannel personalization: Identifying consumer preferences for product recommendations in advertisements across different media channels. Journal of Retailing and Consumer Services, 48, 87-99. Web.
Zhai, L., Yin, P., Li, C., Wang, J., & Yang, M. (2022). Investigating the Effects of Video-Based E-Word-of-Mouth on Consumers’ Purchase Intention: The Moderating Role of Involvement. Sustainability, 14(15), 9522. Web.