STEP ONE- Intro
STEP TWO- Defining a Target Market- You are at Step Two
STEP THREE- Strategies and Headlines.

Definining this target and what they are like. Remember, there are probably many target audiences but we’re looking for the audience who will value it the most or simply an audience who will pay. So I’m going to define the group we’re after. As Emma says, the “baby einstein” crowd.

Once you exhaustively define the audience, the other parts, such as the position and the headline, start to fall into place. Our main audience is the stay-at-home mom.

• I think their kids do watch TV and they occasionally put their kids in front of a TV to give them a break. But they’re the types that feel guilty about it.

• They read to their kids a lot and encourage reading because it’s hailed in the media as being important for kids reaching milestones. (It is important, by the way.) They’ll buy reading tools like phonics programs and they can’t wait to see how their kids fare compared to others in kindergarten and already compare in preschool.

• They feel competitive about their kids. They want them to shine or stand out in some way. They’ve made sacrifices to stay at home and they want it to show. They see this as a sign of “success”. For this reason, they are willing to buy things to make this happen and offer these opportunities. Because you never know.

• They want to do everything right so they read lots of development books. So they are already spending in this category. And this DVD is entertainment, but developmental in nature.

• They like education in disguise because their kids find them fun and they know it’s good for their kids. They like activity pages from the web and some may home school.

• Like most parents, they feel accomplished if their kids have accomplished something.

• They are on the lookout for special talent when their kids are young. They feel if they nurture their children and offer opportunities, that special talent will emerge. All they need to do is coax it out of them with the right educational and inspirational toys, books, games and activities.

• I think a good number of them do some work from a home office to supplement the family income.

• Some of these moms are pregnant with a second or third child.

• They do make sacrifices to stay home. They are more likely to forgo a night out to eat in favor of something that is longer lasting like a good DVD.

• Their home is important to them.

• They’re also a crowd who would respond to “get this free when your order” type of offer or a coupon. So the DVD paired with something would sweeten the deal. It could be something like a tiara or feather boa.

• I think this target is environmentally conscious

• This website had some good target market study–mommysavers.com/boards/

Who do you think they are? Add to the list.