Target Marketing for Small Businesses

Written by Kyla Carpenter, Client Services Coordinator for the WT Enterprise Center. For more information about the WT Enterprise Center visit

As a recent college graduate, the marketing tactic of a PR firm in New Jersey caught my attention. In an effort to attract recent grads to apply for their open positions, Litzky Public Relations employees took to the streets in Hoboken, New Jersey to make a choreographed video to pop phenomenon Carly Rae Jepsens’ hit song Call Me Maybe.  The video was used to recruit potential new hires with pop culture and social media knowledge. It was placed on the marketing and social media trend site,, and it has had over 13,000 viewers.  Some professionals are posing the question, “are they trying too hard?” In my opinion, “No, It’s perfect!”

When looking for a job post-graduation, grads are looking for a field they are knowledgeable in, a career they are passionate about, and an opportunity to be successful. Using a marketing tool such as the Call Me Maybe campaign is innovative and trendy. This is the perfect way for a small business to gain the attention of young professionals with a passion for innovation and new ideas. After conducting research on the Millennial generation for my advertising research course, marketing to the Millennial demographic has to be done in a new, attention grabbing, and personable way. With entrepreneurship and small businesses on the rise, these business segments must remain innovative and place themselves right in front of their target market.  What better way to make people want to work for you than showing them you’re creative, innovative, and you want them to be a member of your team.

“Once we rid ourselves of traditional thinking we can get on with creating the future.”
— James Bertrand

Categories: Business Insight In the Know