The Celebrity Apprentice is wrapping up so this is my last post on the topic. The task the final two teams were given was to produce a 90-second commercial, as well as sell vacation packages, for Universal Orlando Resort. We won’t know what they do until next week, but here is my advice is you are planning to do a commercial or advertisement for your small business.
Identify What Your Target Market Wants
Whenever you are planning a commercial or ad, you first have to do a “needs assessment” of your target market. Google auto-complete is always a good way to start.
I am going to start with a broad search, just for Florida vacation packages. I need to find out what people are looking for when they search this, so I can target those needs in my ad. So, start by typing in the Google search box, “Florida Vacation Packages” and you get:
- Florida Vacation Packages all inclusive
- Florida Vacation Packages for families
- Florida Vacation Packages cheap
I now want to know what people, who are thinking about going specifically to Universal Studios in Orlando, are most interested in. So when I search, “Universal Studios Orlando”, the top searches are:
- Universal Studios Orlando Rides
- Universal Studios Orlando Harry Potter
Drill Down Searches to Get the Specifics
Let’s drill down even further and take the last two searches. When I search “Universal Studios Orlando Rides”, the top searches are:
- Universal Studios Islands of Adventure
- Universal Studios Transformers the Ride
- Universal Studios Rides for Kids
When I search for “Universal Studios Harry Potter“, the top searches are:
- Universal Studios Harry Potter Rides
- Universal Studios Harry Potter Expansion
- Universal Studios Harry Potter Diagon Alley
- Universal Studios Harry Potter Store
Therefore, in my opinion, the winning team will be the one’s whose commercial emphasizes that the packages are all-inclusive (i.e. lodging, food, park tickets), that they will offer fun for the whole family and that they are affordable. The commercial will also show the Transformer ride, the rides in Islands of Adventure, as well as the Harry Potter rides, the store and Diagon Alley, and how all of this is included in the all-inclusive package.
In conclusion, when doing any type of marketing for your business, don’t guess what your customers are looking for, when Google will tell you exactly what they want.
Thanks for reading! … Gail
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