Questions

I recently founded a career coaching practice focused on college / graduate school students and recent graduates. In a sense, my target customers are (affluent) parents concerned that their child doesn't have career direction, isn't receiving sufficient career planning and development support from their college / university, and either can't find or may not be able to find an internship or job. At this time of year, particularly for juniors and seniors, the latter is a sensitive topic.

It's not just the channel but the marketing message that matters (and probably more). I was CMO for a membership honor society that targeted both the student and parent with disparate messages. It's all about benefits. Of course, in your situation as well as mine with the society, that message is "future career."

The health and quality of your source data (i.e. likelihood to buy) is also extremely important. Frankly, you will need to find the right mix between "traditional cut down trees" and electronic. It's also the tactile feel and look that affluent potential buyers expect must also be considered.

Considering your market, quickly testing messaging and format to get to a "control" in whatever media is paramount.


Answered 7 years ago

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