Effective Target Market Strategy and Social Media Content Management for a Creative Entrepreneurial Company

SME partner
Frou Frou Days

Research Team
Dr Nima Heirati (mentor), Cara-Jayne Smithson and Charles John David Kennedy-Markham (UG students)

Project Description
Frou Frou Days (FFD) offers bespoke decor services for private celebrations (i.e. birthday, anniversary, and wedding) as well as corporate parties and charity events. FFD s is all about spreading the joy of parties to make them extra special and truly memorable. FFD also has a strong sustainability ethos by collaborating with charities and by encouraging clients to ‘party with purpose’ by reusing decors and reducing waste wisely. The founder of FFD is an enthusiastic, innovative entrepreneur who strives to expand the business into the most attractive market segments.

This project aims to explore key market segments (i.e. in terms of size, growth potential, needs, and attractiveness) and specify positioning and target market strategies to support the growth of business in the specific market segment(s). The effective target market strategy is critical for new ventures with resource constraints to help them to invest wisely in the right marketing channels (i.e. social media) with appropriate contents (i.e., content analysis of social media posts) and more predictable outcomes (i.e., more followers, higher conversion rate). In doing so, the research team, including an academic mentor and two undergraduate students, will start with a systematic market analysis (i.e., publicly available market stats) and explore the user insight though interviewing 31 respondents from the most attractive customer segments.

The findings from the systematic market analysis help to identify the niche, most attractive (but competitive), and less attractive market segments. In-depth interviews help to explore the customer’s perceptions of private celebration (i.e. wedding) and celebration of life (i.e., funeral) events as well as their views about decoration services. The results of this project help FFD to undertake more effective target market strategies and improve content management for the company’s website and social media pages (i.e., messages, keywords, hashtags). The effective content management will help FFD to improve the search engine optimization, unique visitor rate, and ultimately generate new customers through the company’s website and social media pages. In conclusion, the project created an engaging and co-creative experience for both the founder of FFD and the research team.

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