The field of advertising offers a vast array of options. Television commercials, radio ads, print ads, outdoor advertising, and digital advertising are just a few of the ways that businesses can reach their intended audience. However, the key to effective media buying isn’t choosing the right media so much as targeting the right audience. The following are some tips for defining a target audience and coming up with the right media placement.
Start By Considering The Current Customer Base
The first step in defining a target audience is to look at the characteristics of the customer base. What kind of people are buying a particular product? Note the dominant demographic features of current customers, like age, gender, location, income level, educational attainment, marital status, occupation, and ethnic background. In addition, it’s helpful to look at psychological or personality characteristics of current customers and consider what kind of advertising appeals to them.
Notice Who The Competition Is Targeting
By studying the advertising campaigns of competitors, it will be easy to figure out who they are targeting based on the types of ads they use and where they place those ads. A business may want to target a different audience, perhaps a niche market that the competition is not currently reaching.
Figure Out Who Benefits From A Product Or Service
A new business may not have a customer base to analyze, so they can begin by considering the features of the product or service itself and who can benefit from them. Does the product or service offer a high quality that could boost the customer’s own image? Does it offer convenience for busy, over-extended consumers with demanding jobs and little free time? These are the types of questions to ask.
Plan Advertising With Target Audience In Mind
Once the target audience is clearly identified, it’s time to start purchasing and placing media where that audience is likely to be. For example, placing television ads in specific slots is an effective means of reaching a highly targeted audience, since different channels and programs cater to specific demographics. An ad agency can play a very helpful role in this process because of their media contacts and expertise in the field.
The process of media buying can be simpler and more effective when a target audience is kept in mind. Rather than trying to cast the widest net possible, businesses should reach out to the people who are most likely to benefit from their product or service.