Living in South Florida we are often carefully watching the projected path of oncoming tropical storms or hurricanes. Technology continues to improve, and forecasted paths are becoming more and more accurate, which got me to thinking…if your marketing campaign was a hurricane, do you know where it’s headed, or is it all one huge cone of uncertainty?
Based on the hundreds if not thousands of conversations we’ve had over the years, (more often than not), marketing representatives do not know what path their campaign is on. They may know certain aspects but overall, you get an uneasy feeling as if the impending storm was whirling out of control.
This brings us back to square one: the target market. The process of digging deep within your customer records and developing a profile of your heavy user, as well as where they come from, and what product or service is in highest demand, are all crucial pieces of identifying this target.
Social Media, and Google analytics can also serve as great tools to help you pinpoint the target market, with all of the rich information you can access. Facebook insights break your fan base down by demographic (male/female broken down by age groups) as well as their geographic location. Our FB page shows that in the past month 57.6% of our fans are made up of males and 20.1% are 18-24 yrs. old. So while we would like to attract an older, decision making base, we have to understand that our current image appeals to a younger demo.
No matter what product or service you sell, there will be a certain segment of the market that makes up the majority of your customer base, and there may very well be a close second, third, etc. The path of your marketing hurricane should be directed at your heavy user, which will have a spillover effect on your secondary market.
If you have an advertising agency, that has not taken the time to clearly identify this target demo with you, and they are presenting marketing and advertising campaigns, why don’t you ask them what are they basing their strategy on? I’ve seen it over and over where an agency and a client get hooked on the most ‘creative’ idea regardless of how it’s going to resonate with their target market. Those campaigns are doomed to fail, and in hurricane terms – turn into a fish storm – that just whirls out to sea and nobody takes any notice of it.
If you feel your marketing campaign is languishing in a huge cone of uncertainty contact us for a Free Media Audit, so we can help you identify these issues and get you back on the right path.