Social Media Marketing Plan: A Strategy for the Gentlemen’s Expo

This document presents a social media marketing plan for the Gentlemen’s Expo, focusing on targeting men who identify as gentlemen and enhancing the event experience. The plan outlines key objectives, including engaging key players in the gentlemen's industry, using celebrity appearances, and promoting various beverages. It details demographic characteristics such as age, gender, income, and education, as well as psychographic traits like lifestyle, interests, and attitudes. The marketing segmentation aims to capitalize on shared personality traits, beliefs, and values to effectively reach the target audience and promote the Expo.

Running head: GENTLEMEN’S EXPO SM MARKETING PLAN 1
Gentlemen’s Expo Social Media Marketing Plan
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GENTLEMEN’S EXPO SM MARKETING PLAN 2
The first objective of Gentlemen’s Expo is to target men who consider themselves as
gentlemen. The reasoning behind this specific target market is found in the name of the Expo
‘Gentlemen Expo’. The second objective of the event is to bring all the key players in the
gentlemen industry which can be attested by the mission which indicates that it aims to bring
content, retailers and brands together. Besides, another goal stems of the mission of the event
which is to enhance the experiences of the people who are going to attend the event. The
reasoning in this regard will be brought about as a result of the best players engaging with the
audience at the Expo. The forth objective that the Expo aims to achieve is to use celebrities to
target the audience by indicating that there will be celebrity appearances (#TGE2017 FAQs - The
Gentlemen's Expo. (2019). The last objective is to promote various kinds of beer, spirits, wine
and cocktails which is attested by 5 free sampling tokens and captivating stories behind the
brands.
The following are the demographic characteristics of the Gentlemen’s Expo;
1) Age-above 19 years
2) Gender-Both men and women
3) Race- All races
4) Marital status- singles, married of divorced
5) Number of children- Any number of children
6) Occupation- high income earners with ability to spend.
7) Annual income-40,000-120,000USD
8) Education level- University Degree
9) Living status - homeowner or renter
10) Social class- Middle and Upper

GENTLEMEN’S EXPO SM MARKETING PLAN 3
The psych-graphic marketing segmentation allows marketers to capitalize on shared
personality traits, beliefs, values, attitude and lifestyle among other factors (Psychographic
Market Segmentation | DirectiveGroup. (2019).The psycho-graphic characteristics of the
audiences included;
1) Personal traits- employed with stable jobs
2) Lifestyle-prominent people in the society
3) Opinion- People with interest in art and cultural activities and recreational
events.
4) Attitude-Positive attitude
5) Interest-Trendy people
6) Hobbies-outgoing and fun
7) Degree of loyalty- look for quality
8) Occasions- buyers who prefer events.

GENTLEMEN’S EXPO SM MARKETING PLAN 4
References
#TGE2017 FAQs - The Gentlemen's Expo. (2019). Retrieved from
https://www.gentlemensexpo.com/tge2017-faqs/
Psychographic Market Segmentation | DirectiveGroup. (2019). Retrieved from
https://www.directivegroup.com/digital-marketing/strategy/market-segmentation/
psychographic