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Focus Marketing Effort To Customer Needs

by easyyy

If you had a product to sell that was used only by people over
the age of 50, it probably would do you no good to advertise in
magazines or on television shows that are aimed at people between
20 and 30 years of age. To be effective, marketing and
advertising efforts need to be placed in front of the people that
can actually use the product and not the thousands of others who
cannot and will not ever consider it. Many old-time advertisers
believed it is better to fire a single bullet from a rifle aimed
directly at the target instead of shooting a hundred pellets from
a shotgun and hoping one gets close.

Blind canvassing or taking the shotgun approach only works in
certain industries where the potential customer base is
undefined. Industries such as fast-food or many family-oriented
restaurants and those that cater to wide range of consumers can
often benefit from shotgun advertising. However, niche companies
and those that are after a specific demographic rarely achieve
success unless they conduct market specific marketing.

It is considered the best use of the marketing budget by being
aimed at the best customer. The return on the investment is the
best measure of the marketing effort as well as how many new
sales or repeat sales are generated by the fewest dollars. In
many areas of advertising it is a numbers game and the more
people who see the ad, the better chance there is of making a
sale.

However, smart business owners look at the return on their
advertising investment to determine the meaning of a successful
campaign. For example, by sending out 10,000 ads to a generalized
area, there may be only 100 responses. Of that 100, one turns
into a customer. Although the 10,000 ads only cost you about
$100, that translates into $100 per new customer.

Targeted ads, historically return four times as many respondents
with a fourth of the effort. This translates into 2,500 ads going
out with 100 respondents with four turning into customers. With A
$50 charge, this translates into $12.50 for the new customer, a
significantly higher return on the investment. While the numbers
will vary based on the type of product or service being offered
and the quality of the ad going out, it is representative of the
difference in the approaches taken in advertising.

If you have every stopped at a roadside travel center along an
interstate highway, you have probably seen volumes of advertising
about travel spots. Tourist attractions and vacation information
can fills racks at these centers because they are geared towards
the traveler. There is a reason these same brochures are not
handed out in elementary schools: they miss the primary target.

Being able to target the marketing effort will take research to
determine the location of the most people that can use the
information you have to offer. However, once you find the
potential customers and send them the right message about your
company, you can be prepared for a much bigger return on your
investment.

<b>Nick Angeli is a professional internet marketer </b>who
specializes in teaching others how to be successful with internet
marketing. If you want to get in touch with Nick or learn more
about network marketing success please visit: <a
href="http://viralurl.com/nickangeli/articles"
target="_parent">MyHomeBizLife.com</a>

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