The more specific you get about who your target market is, the easier it is to identify the best way to communicate with them. It’s also important to consider timing.
Let me share a scenario from my life with you. And yes, I’m dating myself.
I was a freshman in college in 1992. It was a warm evening, no air conditioning in the dorms. My friends and I settled in for the latest episode of Melrose Place, windows open to catch the breeze. In a shocking twist, my friends and I witnessed (to my knowledge) the first two females kissing on national television. You could hear the gasps and screams of disbelief throughout our whole college campus—literally. Anyone wanting to sell to the students of Drake University in 1992 should have been advertising on FOX during Melrose Place!
I know, this was before DVD recorders and TiVo. But if you’ve got that big of a fan base in one concentrated area, how many are not going to watch it live? If you didn’t, someone in the halls would surely spoil it for you.
Live televised events are excellent places to advertise on TV, especially if it’s going to be a topic of conversation around the water cooler.
Live local events are great places to be present as well. Sponsor an event that’s closely aligned with your target market to position yourself favorably in their hearts.
Also, consider when your ideal client is likely to experience the problem for which you’re selling a solution. For example, it’s not uncommon to hear hardware stores promoting snow blowers during school delay announcements throughout the winter. That’s smart positioning.
Digital advancements have made it infinitely easier to specify when to communicate. Many electronic billboards will let you time your ads for different times of the day. McDonalds, for example, promotes coffee in the morning, lunch at lunch, and even can schedule ice cream ads when the temperature is hot.
When sending email communications, many software providers will tell you when to schedule your email to receive the maximum number of opens. Facebook gives you insights to show which times your audience is most active on Facebook. Google Analytics shares which times people are browsing your site.
To sum it up, we have the capability to really reach our ideal clients almost anywhere at the point in their lives when they’re going to be most receptive to our message. When planning your marketing, don’t overlook the aspect of timing.
For assistance in creating your marketing and communications strategy, call Rethink Marketing at 563-580-5657.