How do you define your market?
It is important that you can define your market in words -- words that dictate what numbers will find their way into your marketing plans. Too often the words are vague or detached from the numbers, leading to an unrealistic set of expectations and unwelcome surprises when the actual numbers are registered. Only when you can put it into words can you give meaning to your numerical estimates. Compare the two hypothetical statements below for example:
1. Our re-enactment of the Battle of the Plains of Abraham will draw from the regional secondary school population (75,000 individuals).
2. Our re-enactment of the Battle of the Plains of Abraham will draw from the local secondary school population that is enrolled in elective Canadian history classes in grades 11 and 12 (approximately 25,000 individuals), and who will respond to encouragement from teachers to attend the extracurricular weekend event (estimated at 20% or 5,000 individuals).
As these hypothetical numbers suggest, one definition of the market would lead to high, perhaps unattainable attendance goals, whereas the other definition might lead to either a scaled down event or a reduced reliance on earned revenue. The second definition will be the one that truly captures the target market groups or categories that you believe you have a realistic chance of attracting.
The market which you say you are after is the one you should pursue. Saying it clearly, so that you can attach reasonable numbers to it, will make sure that your plan is hinged on reality.