When you invest your hard earned dollars back into your business's marketing plan, it is important to get the most bang for your buck. The first step to being successful at grabbing a potential customer's attention, is to make sure you are preaching to the right choir.
In today's world, there are so many forms of advertising and people are constantly being bombarded with advertisements everywhere they look.
Before you purchase your next advertisement, take a moment to think about who you are trying to attract. Looking at demographic market segmentation during this process is helpful. The advertising industry breaks down target demographics into the following age groups:
12 – 17
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
Naturally, with each age group, the type of media consumed is different. Make sure the age group and media used for the advertisement match with the message you are trying to convey. An obvious example of this would be: using a newspaper advertisement to reach potential customers in the 65+ age group regarding your senior discount. We can predict that people 65 years old and up are more likely to read a newspaper than someone who is between the ages of 18 and 24.
However, age should not be your only factor. With certain advertisements, gender might also be an important factor to consider. For example, it would make the most sense for a bridal shop to target women between the ages of 25 and 34. A quick Google search will tell you that is the average age span of when people get married and advertising wedding dresses to men would be a waste.
Online advertisements (such as on Facebook, Instagram, and Snapchat) are mostly viewed by individuals in the 18 to 24 age group. Additionally, people from this age group (and below) have had technology at their finger tips since birth and know how to use it effectively. With that said, it is important to have a well established online presence because when someone is looking for information, the first place they'll turn to is Google.
Now that you know the importance of focusing on your target market, you will be able to spend your money appropriately and reach the potential customers your company needs to thrive.
John Markowski is a college student majoring in Advertising and Marketing Communications. He is also currently a Marketing Intern for the Wire Association International.