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, http://www.hoover-ink.com 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


Turbo-Charge Your Viral Marketing- Five Easy Ways

The world of marketing has changed. With increasingly better educated... Read More

Standards for Dry Washing and Pressure Washing in Mobile Car Care

The industry standard for mobile washing is completing the car... Read More

Big Ticket Marketing in 28 Minutes

I read an article recently about how many mainstream retail... Read More

Non-Aggressive Marketing Ideas for Enterpreneurs

Do you cringe at the thought of trying to promote... Read More

Creative Marketing: Just Your Style

You've enlisted some of the traditional marketing methods to sell... Read More

Massage Therapists Can Now Make More Money

As a massage therapist, your income is usually limited by... Read More

7 Great Ways to Market Yourself and Your Business to Help Increase Sales

Do you own a business and need ideas on how... Read More

Top 10 Marketing Pitfalls

Ten Marketing Pitfalls By Stuart ReidIf you want to make... Read More

Five Tips for Trade Show Success on a Small Budget

No matter how small your marketing budget, your business can... Read More

Marketing On The Cheap: Become a Joiner

Recently I wrote an article on the benefits of joining... Read More

21 Ways To Expand Your Subscriber List

Expanding your subscriber list, whether it be for your ezine,... Read More

Everything Youve Ever Learned About Marketing Is Wrong

Everything you've ever learned about marketing and advertising is WRONG.... Read More

Marketing Tips 101 - Where Can I Get Clients From?

The following tips have come from a wide variety of... Read More

The Role of Marketing for Boards of Directors

Small and emerging companies often do not put together a... Read More

Five Deadly Small Business Marketing Mistakes

Here are some marketing mistakes that take a heavy toll... Read More

Get Personal: Letters vs. Direct Mail

One of the reasons direct mail works is the personal... Read More

4 Steps to Successful Offline Event Booths

A great way to gain more local sales is to... Read More

A Great Marketing Model ? Utilizing the Power of OPM

Staying ahead of the marketing curve seems to be a... Read More

Marketing the Government for Profit

Steps and tips on marketing your business to the government.Fact:... Read More

Business to Business Direct Mail Sales Letters Need an Offer (and Heres Why)

In direct mail, the offer is the incentive or reward... Read More

Why Your Sales Copy Should Be Written As If It Will Never Be Read At All!

What is enthusiasm?Well, consulting good ol' Mr. Webster, you could... Read More

Promotional Products

As a promotions director for a lot of super markets,... Read More

7 Simple Marketing Tips

Here are 7 simple marketing tips to help you boost... Read More

Fair Measures Corporation

A case study in online "thinking outside the box" The... Read More

The Advantages of Full Color Brochure Printing

A brochure can be a great promotional tool, whether it... Read More

Networking Events ? Lose the Fear and Gain the Benefits

"Kevin, are you saying I need to go to Networking... Read More

Marketing to the Affluent - with Wine

With its association to an affluent, sophisticated lifestyle, wine can... Read More

Ten Effective Ways to Capture Market

1.Evaluation of Existing Products / Therapies2.Assessment of New Products3.Market assessment... Read More

Fundraising Letters Are Easier To Write With AIDA

Learn a lesson from professional direct mail copywriters. They follow... Read More

Marketing Got You Stumped?

It's not unusual for entrepreneurs to find the whole idea... Read More

The Seven Deadly Sins of Ineffective Nametags

Your nametag can be your best friend. It can be... Read More

Direct Mail Formats: How to Choose the Right One for Your Next Mailing

Which pulls the best response, a postcard, a self-mailer or... Read More

Creating Great Charts for Persuasive Trade Show Presentations

A well-designed chart can be one of the most persuasive... Read More