Defining Moment

Do you know your audiences? I mean really know them. I've just been working on a project for a client to help him position his financial planning business and to determine who his key audiences are.

Common traits and common media habits are a couple of the characteristics we uncovered. In this particular case, the audience was high net worth individuals who tend to be conservative, and who are not mainstream media lovers or consumers. When they do consume media, it tends to be conservative talk radio or FOX News. They trust opinions of friends and colleagues, not the media. So, advertising is not the way to reach them.

We will launch a referral program and try to place the client's editorial material in business-oriented media and on local talk radio in his key markets. Also, we are implementing a speaker's bureau to get him in front of civic and professional groups. So, you can see how defining the audience using demographic, geographic and psychographic elements dictates our marketing approach from a tactical perspective.

Your current customers hold the key to geographic, demographic and psychographic attributes of your key audience. Survey them to find out:

  • Why did your clients buy your product?
  • Why did they buy from you and not a competitor?
  • What made them buy from you at a specific point in time?
  • Was it an impulse decision or did they ponder it?
  • What do they like the most/least about your product?
  • What is the benefit of the product?
  • Are they willing to refer others to your product?
  • What is their age?
  • Are they readers? What do they read?
  • Do they watch TV; listen to the radio; read newspapers? What is their most trusted media source?

These are just a few things you'll want to learn about your audiences. If you delve into what makes them tick, it will put your marketing on steroids. And, as Martha would say, "that's a good thing."

Harry Hoover is managing principal of Hoover ink PR, He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.

In The News:

pen paper and inkwell

cat break through

Demographics For the Masses

Information is the lifeblood of the economy. That's especially true... Read More

Like Brushing Your Teeth

What do the following things have in common: brushing your... Read More

Six Essential Principles for Marketing to Women Business Owners

Marketing to women entrepreneurs is not difficult. You just have... Read More

Ten Deadly Proposal Preparation Pitfalls

Let's face it, the name "proposal" is a great misnomer,... Read More

Discover 7 Hidden Profit Producing Secrets

Would you like to learn the lessons of the businesses... Read More

The Day I Learned to Start Saying No

It was the fall of 1998 when I had just... Read More

5 Print Ad Essentials!

Writing an effective print ad, particularly a classified advertisement, requires... Read More

Prepare Your Communications For Growth

As the American economy emerges from recession, many businesses are... Read More

Print Marketing Campaign, Whats Important and Whats Not!

Every company searches to lure customers to their product. Unless... Read More

Want To Impress Customers, Win Clients and Influence People?

Remember the baseball cards kids traded while... Read More

Discount Promotional Items ? How to Save Money

It takes money to make money is an adage we... Read More

Tricks of the Trade: Design your Booth for Maximum Impact

The fight for your customer's attention at a tradeshow has... Read More

Marketing Copy - Brand Identity Guru

Tips on writing great copy for your marketing efforts.It's just... Read More

Market Planning -- Getting the Word Out

"There are those who get things done and those who... Read More

Beyond Fear And Greed: Emotions That Sell

Fear and Greed. The stock-in-trade of sales. Appeal to them,... Read More

Marketing Manual Sample Outline

The key to success in any business relies a large... Read More

Survival Strategies

1. Do the moneymaking things first.For an entrepreneur, generating income... Read More

7 Proven Tips To Market Your Cleaning Business

Marketing your cleaning business is something that you will already... Read More

Marketing Strategy - Whats Your System?

Where Do Most of Your Clients Come From?Is it from... Read More

The Six-Step Process That Grows Your Business

1. Examine your clientele and define your ideal client. Of... Read More

Feature Your Benefits

Sales Copy? eventually every small business owner must consider what... Read More

How to Up-Sell Change

As Freud cautioned, it's insanity to keep doing the same... Read More

The Future of Marketing Part 1

It used to be if you were a small business,... Read More

Direct Mail Marketing Generates Sales Leads: Heres How

1. Personal Unlike an advertisement in a trade publication, which... Read More

The Most Important Marketing Principles of All Time

As you have probably experienced there is a lot of... Read More

Budget Marketing: Managing Your Marketing Money Wisely!

There's a saying that half of all marketing efforts are... Read More

There Are Benefits... And Then There Are Benefits

Not all benefits are created equal. Knowing which ones to... Read More

Seven Secrets For Building Customer Loyalty In Your Restaurant

Imagine how much your sales and profits would increase if... Read More

The Illusion of Print Mail Services

If ever there was a lazy way to easy profits... Read More

How Would You Handle This?

We have been talking about choosing groups to participate in... Read More

10 Steps to a Great Newsletter

A newsletter can be a wonderful, economical way to communicate... Read More

Trade Show Marketing ? Getting Prepared for the Big Event

With the increase in number of tradeshows being held across... Read More

After The Mailing Is Done, What Happens Next?

If you're doing any sort of marketing effort, whether it's... Read More