Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Action Wednesday and we are discussing whether or not your ads are reaching your target audience.
In our blog we talk a lot about creating the right brand image in the minds of customers by sharing a compelling and consistent message about the benefits of your product or service. The goal is to create top of mind or mindshare so potential customers recall your brand at the time of a purchase.
To spread your message you can use traditional marketing or newer social media/inbound marketing. (Review on previous blog series on the marketing ecosystem.)
The important thing to remember is that every placement of an ad is designed to reach individuals within various demographics (age, marital status, education, income, etc.) or psychographics (personal tastes or interests). As you develop advertising strategy and the subsequent media plan, it's imperative to know who your target market is to allow matching your advertising buy with potential viewers, listeners, readers or followers.
Just because you can place a billboard on the side of the freeway doesn't necessarily mean you will reach your target audience. The same is true when using radio, television, magazine ads or social media channels. You need to know what kind of people will encounter your ad. For instance, if you release a 10 second video about your latest bifocal lenses using Vine chances are you won't reach the senior market because they haven't discovered this trendy new social media marketing platform.
Common sense applies (and good market research). In-depth understanding of the target customer enables better advertising placement, resulting in increased reach to the target market. Spend a few minutes today reviewing your media buys to make sure you have proper alignment with your target audience.
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