The number one rule in marketing is to identify who you are marketing towards. There’s no point spending hundreds or thousands of pounds on a marketing campaign to target everyone if you know only a certain niche is going to reply. Equally, you want to make sure you’re targeting the right niche, and not wasting money on, for example, students, when it’s clear your demographic is the over-65s. Identifying your target market ensures that your message, product or brand reaches the right people.
There are many ways you can achieve this. If you’re an already established business, look at who the majority of your clients are, see where your product is best selling, and talk to the contacts you already have. For new businesses (though these can always help any business), hold surveys, interviews and focus groups to better establish your market, as well as researching who your competitors are targeting.
Once you’ve done this, it’s all about distributing your product, brand or message to that market, and this can be achieved in a number of ways. Ideally, in this day and age you will want a combination of offline and online techniques. Too often businesses are focusing solely on online marketing these days, and though it is effective to a degree, people still appreciate the tangibility of the offline world. Leaflet distribution, printed adverts in newspapers, magazines and adshels, and free brochures are all incredibly effective as they literally put your message in your customers’ hands.
Once you begin to make waves you may then begin to notice sub-categories appear. Initially you may have found that your target market was women aged 30-50, but as your business develops over time, this could notice trends of new mothers aged 30-37 as a spike within this category, for example. Identifying you target market is not a one-shot process, but something that should be continually developed and reanalysed over time to stay on top of market trends.
Knowing who to best aim your product at is vital, and contacting them allows you to be most efficient and effective with your marketing strategy. A well identified target market, communicated with via leaflet delivery, a strong online presence and most importantly, a friendly face, is fundamental to your success.
For more information about how you can best reach your target market, contact us at Direct Letterbox Market and one of our friendly, helpful team will be happy to help you.