Define Your Audience

  Twenty-five years ago it was said that the VCR and the personal computer were going to make us all anti-social. We would all work at home and rarely interact with one another. In fact, quite the opposite has occurred; we are now more frequently in contact with each other than could ever have been imagined.

So today with many more communications options than ever, how do you reach your prospective customer?

Following are several considerations before you start putting together your marketing plan:

1)      You must define your audience. The definition may begin with a demographic such as young, old, professional, mom, student, or retiree. You may seek a broad target group or be very specific in criteria such as income, location, shopping habits, or media usage. The choices to approach your designated group can be equally as varied as the groups themselves. But knowing your audience will largely determine your marketing plan strategy and tactics.

2)      Insight into your defined audience will help steer the decision process in choosing marketing tactics. For example, seniors are likely more responsive to print and television, as opposed to the internet. In contrast, professionals are frequently reached through effective email blasts, LinkedIn contacts, or online news sites.

3)      Your chosen marketing tactics will have elements that need to be presented in a professional manner. Your message will likely require logo design, web site, and a clear corporate identity. You may wish to employ online ads, print advertising, email blasts or the social media sites such as Facebook or Twitter.

4)      Design of your marketing imagery should also take into account your target audience. For example, a teenage audience would better respond to visually busy graphics conveying energy and excitement. A business person would likely prefer a clean design and easy-to-read type style.

5)      Web sites communicate information about your business, but can also function as your store or as an appointment scheduling tool. Through your website your business can be open 24/7 and remotely accessed through computers, TV, phones, and mobile data devices. Websites can enhance your company’s image, while a poorly-designed or non-functioning site can have a damaging effect on your business.

These few steps are but a starting point to your marketing plan. They may be basic, but their importance to the ongoing success of your business cannot be underestimated. Outside assistance to effectively implement these steps can be gained by working with experienced and knowledgeable marketing professionals. LGD can work step by step with you to develop your plan, or effectively implement the plan you have in place. Contact us to discuss the possibilities.