Virginia Beach: Market Segmentation In The Market

1. As discussed in Chapter 3, there are several bases for market segmentation. Because the needs and wants of consumers in various markets differ, there are general indicators that are used to segment markets—geographic demographic, and arguably most importantly, psychographic segmentation. From this, variables like lifestyle, family size and region are used to identify key segments for Virginia Beach. (Spiller, 2012, 88)

Virginia Beach concentrates the bulk of its direct marketing efforts on prospective tourists, or leisure travelers, in the Northeast region of the US—their geographic proximity to Virginia Beach, which is only a day’s drive, makes it a convenient vacation destination for them. Therefore, major markets for the direct marketing

For example, consumers identified as sports enthusiasts would be targeted with ads designed specifically for them, with unique URLs like “LIVEFORCLOSEENCOUNTERS.COM,” which invite them to a microsite created by Virginia Beach informing them of the city’s annual soccer tournament or marathon. (Spiller, 2012, 90)

In addition to the variables mentioned above, variables like education (demographic) and income (demographic) should be used to further hone in on these market segments. In terms of education, those with higher levels of education or with post-undergraduate degrees tend to have different interests than those who do not. Sometimes these “intellectual” types are more inclined to be interested in the historical value of Virginia Beach—identifying a market segment with a college or higher level degree and targeting ads that highlight the museums, exhibitions, or other archives of Virginia Beach might attract

The Virginia Beach Convention and Visitors Bureau uses a multimedia approach to its marketing and media strategy when reaching its target markets. Using magazines, newspapers, interactive and digital media, television and radio, Virginia Beach hopes to accomplish two primary objectives—first, to generate awareness of Virginia Beach as a viable vacation option, and drive traffic to their website. Direct marketing efforts, like email lists, are also used to connect to potential tourists, but most importantly these lists are used as a way to speak to these prospects directly and on a more individual basis. Mass advertising on radio and television is not as successful in appealing to the specific needs and wants of market segments like direct marketing can. (Spiller, 2012, 89)

In order to drive tourism, Virginia Beach uses a marketing strategy that depends on directing tourists to their website in the hopes that once they reached this site, they can easily navigate it and be informed. As mentioned in the case study, these website are tailored to specific market segments, like sports enthusiasts, singles, or family units, so that only information that would appeal to them is displayed on the site. (Spiller, 2012,