When drafting an ad, it's not enough to write a single ad for a single product. Every product is perceived differently by different audiences. What are those audiences? Children, adolescents, teenagers, young adults, adults 22-25, adults 25-30, and so on. And then there is gender to consider, ethnicity, and groups, like gay and lesbian, businessmen, mothers, fathers, and so forth. Here is one link that is a helpful reminder of how to compose an ad for multiple audiences.
Some good points about target marketing from Inc. Magazine . . .
"If you're not differentiating yourself in the marketplace, what happens is the consumer looks at price as being the motivator," says Susan Friedmann, author of the books Riches in Niches and The Complete Idiot's Guide to Target Marketing. "And they look at the cheapest."
If you don't know specifically which customers you are speaking to, you are actually speaking to no one, says Tammy Lenski, a business mediation expert who has advised clients about successful business through target marketing.
"The big danger is that without a target market, it's like standing in a park shouting in the wind," she says. "When you have a target market, its like standing in a park and talking to a specific group of people."
That means you can't be afraid to exclude certain types of consumer from your marketing or to target your advertising at small groups. Some customers will feel left out, but those are the sacrifices necessary for a successful business, says Greg Head, founder and CEO of New Avenue, a strategic marketing firm.
More on audience here, here, and here.
And more . . .
". . . specialization . . . improves credibility, Head says."
"You've got to be perceived as the best at something," he says.
Then, once you've identified that base, use it to improve the business through things like social media and interactive marketing to find out more about what the customers are looking for, Lenski says.
"You've got to essentially engage that market. It's a two-way conversation," she says. "That's really where having a target market pays off."
Demographic Profiling.
Some good points about target marketing from Inc. Magazine . . .
"If you're not differentiating yourself in the marketplace, what happens is the consumer looks at price as being the motivator," says Susan Friedmann, author of the books Riches in Niches and The Complete Idiot's Guide to Target Marketing. "And they look at the cheapest."
If you don't know specifically which customers you are speaking to, you are actually speaking to no one, says Tammy Lenski, a business mediation expert who has advised clients about successful business through target marketing.
"The big danger is that without a target market, it's like standing in a park shouting in the wind," she says. "When you have a target market, its like standing in a park and talking to a specific group of people."
That means you can't be afraid to exclude certain types of consumer from your marketing or to target your advertising at small groups. Some customers will feel left out, but those are the sacrifices necessary for a successful business, says Greg Head, founder and CEO of New Avenue, a strategic marketing firm.
More on audience here, here, and here.
And more . . .
". . . specialization . . . improves credibility, Head says."
"You've got to be perceived as the best at something," he says.
Then, once you've identified that base, use it to improve the business through things like social media and interactive marketing to find out more about what the customers are looking for, Lenski says.
"You've got to essentially engage that market. It's a two-way conversation," she says. "That's really where having a target market pays off."
Demographic Profiling.
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