The more you know about your target audience, the more
effective your advertising will be in convincing consumers to buy your product
or service. Knowing what potential buyers desire, fear, or envy; and what motivates
them, how they think, and when they will act, will enable you to tailor
advertising messages for maximum effect. Take these tips into your business
model to increase visibility and sales.
Social Networking
How are social networks able to attract major businesses and
pull in billions of dollars while offering what looks like a free service? It's
because their users' willingly share valuable information about who they are,
their interests across several industries, their age and gender, where they live,
their occupation, and more. This information arms businesses with the ability
to micro-target consumers and direct specific, personalized ads to particular
individuals, and it also provides them direction on which new products to
develop. When your company is using social networks, your goal is to not only
post messages, pictures, and updates, but to actively engage your audience by
introducing games, surveys, contests, and the like based on information they've
already given you.
Product Comparisons
Today, product comparisons are common, particularly for pain
relievers, cars, and detergents. Some product comparisons have become
legendary. When the makers of 7-Up wanted a share of Coke's market, they dubbed
their product "the Uncola." When Pepsi also started to eat away at
Coke's business, The Coca-Cola Company responded by saying of Coke: "It's
the real thing". Pepsi answered with a series of blind taste tests against
Coke that doubled Pepsi's market share within a year. The example shows that
going after your biggest competitor head-on isn't a bad idea if you are
prepared. The business game is a grueling boxing match and the consumers are
the judges.
Attention Please
Another good way to increase the number of people who view
your ads is through borrowed interest. Research has shown, for example, that
babies grab attention, so many advertisers use babies in their advertising,
even if their product has little, or nothing at all to do with babies or
children. You can also borrow interest from current or major events. For
example, at the close of the Gulf War, a telecommunications company aired an ad
featuring a montage of soldiers in the desert, women at home watching war
planes on TV, a soldier on the phone, and other images, followed by a shot of
planet earth. "Never is information more crucial for democracy than at
times like these," read the text, as it rolled down the screen. As a
viewer, you would think that this telecommunications company was a crucial
player in international communications, however, the company actually only
provided local telephone service. Similarly, the advertising of many companies
took advantage of the events on 9-11.
The Spending Power of Kids
Children fourteen and under spend tens of billions of
dollars a year and influence purchases by parents, grandparents, and others to
the tune of hundreds of billions of dollars a year. Experts say that kids are
particularly vulnerable to the persuasive effects of advertising because they
lack the skills and the experiences necessary to analyze advertising messages.
If done right, you could have great success marketing cool gadgets, games,
merchandise, clothing, food, services, and more to children.
Clothing
These days, you don't have to be in the clothing industry to
make clothing. T-shirts with slogans on them have become a popular and
effective marketing tool that can turn your championed product, service,
phrase, or slogan into something viral as fast as the internet. And with people
willing to dish out $20 or more for a embroidered T-shirt, you can make an
instant profit off your advertising. Don't forget the little accessories that
people use daily like hats, sunglasses and even backpack patches or pins. Find
small accessories like this at patchsuperstore
or other retailers. Make your logo stand out wherever it is by putting it on
your customer's everyday items.
As an advertiser, it's your job to know the names and
addresses of doctors who own muscle cars, people who raise reptiles, men who are
bald, and women in California who vote Republican. You need to know who is
likely to buy a truck and who wouldn't be caught dead in platform shoes. How do
you find out these things? If you actively engage your consumers, they will
tell you.
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