12A – Figuring Out Buyer Behavior
My segmentation is growing families with toddlers on a budget. The 3 individuals I interviewed were 1) an Afro American family with 2 young children, 2) a family with a 6-month-old infant and 3) a family of 3 with 2 years old toddler.
I found in all cases these families would use the service. All 3 families need for a session centered around special dates like the children's birthdays or anniversaries. Family No.1 first choice was to shoot at the beach location wise. Family No.2 and 3 wished for a foresty area such as a park. Ideally, portrait shoots are done in the evening hours just before sunset and none of the families were opposed to that unless they have specific time planned for an event such as a birthday party during the day time.
The first thing they do is to search online to find a local photographer and start comparing prices and styles. One family mentioned that they always check if any local photographers offer a Groupon or Living Social service first. They look at customers' review on Yelp. As mentioned above, prices and styles are also important information to as well as finding the most experienced photographer that matches their budget. When they search on Google, 2 of the families went to Google maps and searched 'portrait photography in my area' and 1 family said they go to Yelp.com. None of the families mentioned friends or families for a referral.
In summary, each customer within our segment has a need for our service. Their main motivation to use the photo service is to capture special moments with their children. They like natural settings such as the beach and parks. One of the popular occasions were children's birthday parties and a main deciding factor when choosing a photographer was the best quality at the lowest price.
In conclusion, it would appear there is a local need for my service that offers quick and easy family portraits with quality photos. Prior to the interview, I didn't take into consideration that customers often search or check social commerce websites such as Groupon or LivingSocial for photo services. So I feel my service will be a perfect fit in Gainesville, this segment of customers could be best described as happy families that wish for images to cherish for years to come.
Hello Byung,
ReplyDeleteGreat post! I think that, if you actually go through with this opportunity, you should look into getting your service into those websites like Groupon or LivingSocial. The way you market your service should be your top priority.
Good luck!
Byung,
ReplyDeleteGreat post! I liked how the individuals are different and have different uses for the photography service. As you mentioned that children’s birthdays and anniversaries are the main reasons families hire a photographer, another family you can add in your segmentation is a family with a newborn baby. One week after the child’s birth, families often seek a photographer to shoot pictures for their newborn child. You can also shoot pictures at the family’s house but use different backgrounds and bring props that will make the look even better.
I think your post was really interesting in learning how people shop around for the best price. It was interesting to learn people will use groupon to see if they can save money before making a purchase. I do not think it means however that having your business or service advertised on these sites is a good idea t all. They take 50% of the coupon sales that are actually redeemed, keeping 100% of what is not redeemed. What is worse, it is only best used to bring in customers for a discount to keep them long term, but the kind of consumers on these sites are looking for the cheapest option and have shown to not be loyal. However, for consumers it is not a bad option.
ReplyDelete