Determining your target audience can make or break your campaign or message. Basically, who are you talking to? By narrowing down your target audience, you will save money, resources and receive a higher ROI (return on investment).
For example, direct mail can be a great way to break through the clutter of advertising today. A clear message, effective graphics and personalization can all help your marketing piece hit home. However, it won’t do much good if you send your message to recipients who won’t be interested or have no use for your product or service. Also, you’ll end up spending more money than necessary, receiving a low ROI and wasting materials.
A prime example –> I received a direct mail piece from a cable/phone/Internet provider advertising a great rate for new subscribers. The problem? I was already a subscriber, and therefore, not eligible for the rate. Not only did the company waste money, paper and ink, they irritated a good customer. The special rate was well below what I was paying for the same services.
So when you’re planning a new marketing message or campaign, stop and think about who you’re talking to.
–Who is most likely to be interested or have a need for your products or services?
–What is the best way (or ways) to reach this audience?
–What type of message will cause this audience to respond?
–What’s the best call to action for the crowd you’re targeting?
Narrow your focus to the right target audience, and your message is more likely to get through.
I’d love to hear your thoughts!