![]() And once you really know your audience, you’ll be in a much better position to determine where and how to disseminate your message. ![]() From product concepts to ad slogans and packaging ideas, a focus group can review just about any aspect of your marketing plan, providing survey answers and even one-on-one feedback.īy testing your campaign with neutral third parties, you’ll have a better grasp for whether you’re tapping into the right audience. Our favorite site for quick and easy online focus groups is GutCheck. Once available only to large, ivory tower-type big businesses and ad agencies, focus groups are now accessible online and can be assembled very quickly at affordable rates. Will our chosen modes of advertising reach the right people?īefore moving forward, consider using a focus group to test out your new campaign.Are there other groups we’re not tapping into?.Are we advertising to the right people?.When developing a new campaign, ask yourself (and your team!): Successful marketing campaigns take all of these issues into account. Just as overly narrow social media advertising can prevent your message from reaching your entire target audience, exclusive slogans or taglines, such as the older Jif® slogan, can (even when well placed) passively create the impression that your business only values a set demographic. By updating the slogan, Jif retained its family-oriented sales approach but also acknowledged the changing face of the American family by including all those grocery-shopping dads who have a say in what their kids eat. Even though the original ads were placed to reach a broad audience (print, television) the message was clear to consumers: Jif® is selling to moms. In the early 2000s, Jif® changed up the tag line once more, opting for a more inclusive approach: “Choosy Moms And Dads Choose Jif ®.” Why? Because moms certainly aren’t the only people who buy groceries. Early on, the slogan was, “Choosy Mothers Choose Jif®,” and then it was updated to “Choosy Moms Choose Jif®” in the 1990s. Just about every American adult remembers the old slogan for Jif® peanut butter. As with nearly everything in business, there’s a balance to be struck. ![]() Just as overly broad marketing can be wasteful, marketing to too narrow an audience can cost you clients, sales, and money. However, it’s also easy to fall into the trap of thinking such highly targeted ad campaigns are sufficient unto themselves. This narrow marketing style is definitely useful for small businesses. Jif is a bold brand built around a healthy and delicious snack. After all, why would you pay to advertise to people who aren’t likely to become your clientele? Being able to direct ad impressions toward, for example, local women aged 24-36 who are married with children and have expressed an interest in high-end clothing, is extremely appealing to a boutique owner. Facebook and other highly adaptable pay-per-click/impression ad hosts are particularly attractive to brick-and-mortar businesses attempting to capture a local market share and increase foot traffic. One of the biggest draws Facebook advertising holds for small business owners is the ability to target to an extremely narrow, customized demographic.
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