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Consider demographics of your target audience
Published on Monday, Oct 20, 2008
Successful advertising requires research into the various options available — print, broadcast, Web, direct mail, fliers, etc. — and whether their potential results are cost effective. In other words, people might see your ad, but will they respond to it? Are they the audience you want to reach?
Ads can do the following:
• Attract new customers, prospects and leads.
• Encourage existing customers to spend more on your product or service.
• Build credibility, establish and maintain your ''brand'' or business identity.
• Inform or remind customers and prospects of the benefits your business offers.
Here's what advertising probably can't do:
• Create an instant customer base.
• Solve your cash flow or profit problems by producing an immediate windfall.
• Cure poor or indifferent customer service.
• Create benefits that don't really exist or sell products/services that nobody wants.
In short, advertising won't guarantee quick sales, but it will get you noticed if you do it right. That means you must know, as precisely as possible, the demographics of your target audience and craft a precise message to reach them. You must give customers a compelling reason to call, stop by your business, or visit your Web site.
Research your customer base to find out how they reach you — word of mouth, Internet, print media, radio or television. Look at your competition's advertising media and message.
Can you use this information to tailor your own advertising to be more effective?
How often your ad appears is important. A one-time placement might not be ample. When your ad appears often in many places, it improves the chances your prospective customers will see it.
Of course, advertising scheduling depends on your budget. Something else to consider, budget permitting, is employing an advertising agency to craft your ads and determine best placement. This can be a cost-effective, productive approach.
If you would like more information on this or other business-related subjects, contact Akron SCORE via the Internet at http://akronscore.org or by calling 330-379-3163. Services are free and confidential. SCORE is a resource partner of the U.S. Small Business Administration.
Get the full article here.
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