Getting and keeping your key demographic’s attention
Getting and keeping your key demographic’s attention
The key to market penetration is perspective… simple, right? Well not quite. Figuring out what makes audiences “tick” is actually one of the most complex and frustrating tasks in effective marketing. Perhaps the most common tactic is the use of personae in marketing campaigns. It’s easy, and it works (in a limited capacity)… if you want to sell to Joe.Q.Homeowner, Basket-lover, then it’s a simple enough task to develop a marketing campaign based on that specific personae, assigning 5-10 distinctive characteristics to Joe and using that data as a foundation for your efforts.
What’s missed, however, is the fact that much broader market penetration can be achieved through micro-segmentation of the market along all possible people who, in addition to Joe’s destinct shared characteristics, might have hundreds more which are distinct and not shared.
In creating the best possible personae, businesses must invest in determining which distinctive characteristics are the best drivers… the most important and impactful characteristics. These are the items that will motivate the audience to take action, and can be determined a number of ways, including audience-specific navigation patterns on the company’s website.
It’s easy to forget, but important to remember the simple fact that audience perspectives differ along demographic lines. Regional differences, age, gender and occupation will all affect audience point of view. To get and hold your audience’s attention (and keep their impressions of you positive), you need to market to different market segments. The implications of cultural relativity are not just thought fodder for theoretical sociologists… what does your campaign slogan translate to in other languages? If it’s “eat your fingers off” or “it doesn’t go”, you may want to rethink your message!
The use of effective imagery is a powerful marketing tool, but must be carefully considered as with all marketing efforts. Once you have your audience’s attention, you want to make the best possible impression. You’ve invested a lot of time, money and effort in planning your marketing campaign… it doesn’t make sense to cheap out on the deliverables.
Getting and keeping your key demographics attention - To learn more about this author, visit Chanie Pritchard's Website.
Like this article? Share it with your friends
In a rich media environment, audiences are in an increasingly constant state of distraction. We’re all busy, and there is a lot going on in our lives - our attention is valuable and limited. Unfortunately for businesses, this means that in order to cut through the clutter, they have to constantly repeat themselves and draw their audience’s attention back to important items, refocusing them over and over again. It’s a frustrating dance for both partners. The business may ask “how can I get this person’s attention?”, while the audience is left wondering “what’s this person trying to tell me? and why should I care?”
The key to market penetration is perspective… simple, right? Well not quite. Figuring out what makes audiences “tick” is actually one of the most complex and frustrating tasks in effective marketing. Perhaps the most common tactic is the use of personae in marketing campaigns. It’s easy, and it works (in a limited capacity)… if you want to sell to Joe.Q.Homeowner, Basket-lover, then it’s a simple enough task to develop a marketing campaign based on that specific personae, assigning 5-10 distinctive characteristics to Joe and using that data as a foundation for your efforts.
What’s missed, however, is the fact that much broader market penetration can be achieved through micro-segmentation of the market along all possible people who, in addition to Joe’s destinct shared characteristics, might have hundreds more which are distinct and not shared.
In creating the best possible personae, businesses must invest in determining which distinctive characteristics are the best drivers… the most important and impactful characteristics. These are the items that will motivate the audience to take action, and can be determined a number of ways, including audience-specific navigation patterns on the company’s website.
It’s easy to forget, but important to remember the simple fact that audience perspectives differ along demographic lines. Regional differences, age, gender and occupation will all affect audience point of view. To get and hold your audience’s attention (and keep their impressions of you positive), you need to market to different market segments. The implications of cultural relativity are not just thought fodder for theoretical sociologists… what does your campaign slogan translate to in other languages? If it’s “eat your fingers off” or “it doesn’t go”, you may want to rethink your message!
The use of effective imagery is a powerful marketing tool, but must be carefully considered as with all marketing efforts. Once you have your audience’s attention, you want to make the best possible impression. You’ve invested a lot of time, money and effort in planning your marketing campaign… it doesn’t make sense to cheap out on the deliverables.
Getting and keeping your key demographics attention - To learn more about this author, visit Chanie Pritchard's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
|
To learn more about the Evan Elite Author Program please contact us. |
 | |
|  |
Subscribe to Chanie's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Setting Priorities Worksheet Ideal Client Networking Royally Branding The Product Why Banks Say No eguide |
|
 | ||
 |
Top 50 Debt Blogs
Learn To Get Out Of Debt | |
 |
Top 50 Franchising Blogs
Top 50 Franchising Blogs | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||