When developing a new marketing strategy for an escort agency one of the first things you should do as the person contracted to implement the campaign is to have a good look at their website and decide exactly which target consumer segment will the offered services be most appealing to?
Look at the quality of the photos used in the models profiles, look at the wording used in the biographies. Now look at the list of consumer segments (see below) which, group of potential target consumers do you think will possibly be receptive to your clients service offer based on the profile photos combined with the on page copy.
Target consumer segments
Males aged between18-65 yr with annual income of:
£8,000 to £15,000
£15,000 to £25,000
£25,000 to £35,000
£35,000 to £45,000
£45,000 to £65,000
£65,000 to £85,000
£85,000 to £100,000
More than £100,000
When you have decided which target consumer groups are most likely to be receptive compare your results with the target market your client has instructed you to go after.
If your client has told you to develop and implement a strategy that targets consumers who earn more than £85,000 per annum but, your analysis indicates that the content on the website will not convert sales in this consumer market segment then, you should advise your client that a courses of action similar to the one listed below is required:
a) Increase the quality of the images and models on the website.
b) Rewrite the website copy on all main web pages and escorts profiles the objective is to make the content more up market.
c) Ensure that there is no ambiguity concerning the authenticity of any individual models profile photos.
d) Address the issues concerning service price. The offered price dictates which consumers can afford to purchase the service also which, consumers will be put off if the price is too cheap. Price is a crucial element of a marketing policy for an escort agency.
e) The overall design of the website if you feel that the design lacks enough visual quality to attract the target consumer then you should advise the client to consider a redesign.