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34 Marketing Guidebook for Small Airports 5.2 STEP 4--IDENTIFY TARGET AUDIENCE, MESSAGE, AND ACTIONS Step 4 in the development of the marketing plan involves (a) identifying the target audience and message and (b) deciding on the specific marketing actions to take. Each of these is described in the following sections. Step 3 Redefine Goals/Objectives Step 4 Audience/Message/Actions Tools to Reach Audience and Step 5 Deliver Message Source: GMH Consulting, LLC Identifying the target audience is important because small airports have limited resources and must effectively reach the right people. Identifying the right message is critical because without the right message, even the most precisely targeted campaign will not be effective. Finally, the decisions regarding the range of actions to take to best communicate with your target audience are critical. This process of deciding what actions to take is often referred to as the development of marketing tac- tics. This chapter will provide additional guidance on that subject as well. 5.3 TARGET AUDIENCE Selecting a specific target audience to address in your marketing program should be fairly straightforward. The target audience can be defined by geographic location (in the community or outside), demographics (age, income, or occupation), user groups (pilot, passenger, tenants, or prospects) or psychographic attributes (inter- ests, attitudes, or opinions). Sometimes target audiences are sequential. In the case of air service development, the most likely first target audi- ence is the community and the most likely objectives are to raise awareness of and support for the air service. Once the community is on board, the second target audience is the air carrier and the objectives would change to retention, expansion, or addition of new air service. Exhibit 5.1 provides some examples of target audiences for airports. Within each group on the list, an airport might focus on a subset of the group as its target audience. Exhibit 5.1--Examples of Target Audiences. Local passengers Destination passengers Airlines Local businesses Transient pilots Aircraft owners with registered aircraft in the region Flight schools in the area Affiliates service centers of the local FBO