The Importance of Audience: Like Laser Focus

In our last blog in this series, we studied the importance of keeping your existing clients – after all, you wouldn’t want to lose them after working so hard to get them in the first place.  But it’s also crucial to attract the attention of those brand spanking new customers too, right? And direct marketing is an excellent way of doing that. But… Oh, there’s always a but.

You could cover an entire area with leaflets – sure, that’ll attract some attention. You could even, if you’re up for being arrested and taken to court, drop them from a plane like wartime propaganda. But there’s a far better way – and that’s all to do with focus.

Consider you owning a restaurant which is offering a 10% discount on lunchtime meals. It’s unlikely that you’d have folks standing on the high street, handing out leaflets at 7 o’clock at night. After all, there’ll be no peckish shoppers out at that time looking for a cheeky Panini or a roll – in fact, it’s unlikely that there’ll be any people out on most high streets at that time at all. And how much business is that going to drum up? About 2% of nothing at all. Or maybe you want to get the attention of kids for your brilliantly conceived sale on toys – you wouldn’t want a black leaflet, or one covered in wordy copy. The masters of kiddie marketing is cereals: bright colours and big images.

Knowing who you audience is, or who you want to attract, can make all the difference in grabbing their attention. You can do this in a few different ways – one is to look at your existing customer base and making an educated guess on what your potential clients will be like. Another is to look to your competitors – who are they attracting, how are they doing it? Or you could make use of demographic profiling, which can target a specific area. The major advantage of knowing who you’re trying to target is two-fold. One, you stand a far better chance of attracting new customers; two, you won’t waste money taking a scatter-gun approach and, fingers crossed, hoping someone, somewhere sees your direct marketing.

If you’re looking for everything from demographic profiling and print design to outstanding leaflet distribution, we can help. For more information about the services we offer, simply contact us on 0800 028 6353 or email and our experienced team will be more than happy to help.

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