The primary target audience are young urban professionals with an interest in healthy and gourmet food. They are educated young adults in their 20s and early 30s of middle or upper class. For our social media campaign, we gear towards Trader Joe’s image of healthy and fresh gourmet food, a growing trend among the lifestyles of young urban professionals. Using the media platform of which they are accustomed, we can not only reach our target audience but also allow them to share their love of Trader Joe’s with their friends. It is also vital to target our campaign towards health enthusiasts who may show interest in the organic and healthy food that Trader Joe’s offers. This audience, known as “health nuts”, is made up of people how are consistent with maintaining a clean lifestyle. Trader Joe’s profits are continuously steady and rising as becoming fit and healthy is a trend and recommended way of living. This group can normally be isolated through geography as certain cities such as Maryland and Minnesota contain a much more health conscious population than the rest, which is where we will launch the majority of our charity and school fundraisers.
Secondary Markets
As prices inflate, many citizens are trying to cut down on money spent. The grocery store is something is another way for people to budget. A large majority of this group are moms. A major appeal of Trader Joe’s is having healthy foods at cheaper prices. Having bargains appeal to many people of all types as saving money is in favor. To spread the awareness of good foods at a cheap price, social media would be an excellent platform to bring attention to Trader Joe’s to busy parents because it requires much less time to check than other forms of advertising. College students have the typical generalization that they are low on money, thus the sales sign is a huge tie-breaker as to where the next trip or meal will be. Many students have are living a life of stress and bad eating habits but Trader Joe’s is creating an opening by providing the quality goods they need at an affordable price. Social media advertising appeals largely to young people, and a majority of college students are active on social media as well, and would be much more likely to buy products they are actively engaged with. Not just the positive impact on consumers but on philanthropies as they benefit from the Trader Joe success. Participating and getting involved with the community allows the customer horizon expand.