Creating An Effect Advertising Campaign
Part 2 Market Research.
No advertising or public relations campaign can start until the research is done to identify your target market. A good way to start is to survey your present consumers.
A lot of businesses don’t now who their customers are. When you know who your customers are, you’ll have a better understanding about what they need, what they don’t need, and how to increase your sales and profits.
You want to find out who lives, where, how much they make, their income and other factors. This is called Area Demographics.
Area demographic information will answer many of these questions. Some of this work has been done for you. Your local trade association, newspapers and magazines have marketing studies that define your market area. Call them and they will send you the information.
Local radio stations also have marketing research available. Call them; they will be more than happy to send a representative to find out your needs and give you the information. Surveys must be used to answer the rest.
You can buy them or develop your own. If you choose to develop one, your survey should be simple and direct. Use half-sheets of paper and give your customers easy choices, with room to respond. It is important to survey every customer who comes through your door, because you want to know what brought them in.
Your survey should be ongoing to detect changes in buyer habits and advertising effectiveness. Or you can call Dameron Communications and we will perform the market research for you.
- Who are your customers?
- Cell phone
- How long is their commute to work?
- Where do they live?
- How old are they?
- 12 – 17
- 18 – 24
- 35 – 54
- 55 – 64
- What sex are they?
- What are their
- What are your Hobbies please name three
- Name three things we do that you like
- Name three things we do that you dislike
- Who is the real competition?
- What other companies do your customers buy products or services from
- Name competitors in your service area
- What do you offer that the competition doesn’t?
- List your products and services and those of your competitors
- What does the competition offer that you don’t?
- List from above
- What is the benefit to the customers of the services they offer that you don’t?
- What is the benefit to the customers of the services you offer that they don’t?
- What media do your buyers use?
- Websites – name three
- Social networking sites name three
- Radio stations name three
- TV programs name five
- Magazines name three
- Newspapers name two
- What is your competitions’ present image?
- What is your present image?
- What do you want your image to be?
These are just a few of the questions that you should ask to develop an effective marketing plan.
Once you find you customers’ demographic profile you want to match it with the media you buy.
For instance if you customers are predominantly:
- Male 35 to 54 years old
- Earn $50,000 to $75,000 per year
- Are married
- Have two children
- Live in single family homes
- Work within 45 minutes from home
- Hobbies: riding dirt bikes, camping, restoring classic motorcycles and soccer
- Own 2 cars and four motorcycles
- Read the Press Enterprise and Wall Street Journal
- Listen to KOLA radio 99.9
- Read Hot Rod and Time magazine
- On FaceBook, Linked in and YouTube
- Favorite TV Shows: The Daily Show, Bar Rescue, Two and Half Men
As you can see the survey tells you where to advertise.
- Press Enterprise and Wall Street Journal in paper and or online
- KOLA radio 99.9 on station or online
- TV two cable shows and a network.
- Buy ads on the Cable stations where their favorite shows run
- For the network show by ads in cable reruns.
- Advertise online with the national magazines they like
- Create search terms around their hobbies and your geographic service area in
- Google ads
- Facebook ads.
- Billboards are an effective ad strategy for you as your customers spend a lot of time on the freeway.
You also know they are men so you target your ads more towards the things that make Men happy. Think beer commercials.