Targeting Your Audience

guerrilla marketing 

Guerrilla Advertising Target Audience

Now, that you’ve got a fix on your target audience, you’re able to take the next big step and reach them. Of course, that means knowing the most effective ways of finding them. Sometimes it’s newspaper. It could be magazines, either consumer or trade publications. Maybe it’s the radio. Perhaps it’s television. Might the best way be online? How about the yellow pages? And don’t forget signs. Guerrillas know that in all likelihood, it’s a combination of all of these.

The direct marketing media, such as direct mail, postcard mailings, postcard decks, telemarketing, newsletter, catalogues, informercials, home shopping shows, the Internet, canvassing, trade shows, and networking functions all work better when combined with advertising, and advertising works best when it’s combined with direct marketing.

So don’t go off and advertise as soon as you’ve completed this exercise. To put that advertising on steroids – to give it added power, first decide which of the direct marketing weapons you will employ to load your advertising guns with live ammo instead of blanks. Advertising without direct marketing makes a lot of noise. But noise doesn’t generate profits – or hurt enemies.

Change in advertising has been going on as long as advertising has been going on, and advertising media will continue to change, especially with the Internet becoming so superpowered. The idea for you is to keep your eye on the media so that you are keeping up. I do not advise you to run to the head of the media pack and commit your budget to advertising online. But I do heartily encourage experimentation. Media testing is a guerrilla must.

When selecting media that will hit your target audience right where they live – or work – consider the environment in which your advertising will appear. Pick the media that reach your target audience and will provide the proper environment for the advertising you create: advertising that fits the mood of the readers, listeners, viewers or visitors. It’s easier than ever to do this with the highly specialized media now available.

Be sure that you do not fall into the trap of selecting a medium based upon the old-fashioned measurement of “cost per thousand.” Instead, base your selection on the criterion of “cost per prospect.” Do not fall prey to the statistics quoted by reps of a specific advertising medium. Remember that there are three kinds of lies: dirty, white and statistics.

Advertising legend John Caples said that the two most important factors in advertising are what you say in your ads and where you say it. Where you say it refers means putting your message where it will get into the minds of the largest number of prospects – not people, but prospects – at the lowest cost.

And keep in mind that these days, advertising has a brand new power. It merely has to get people to visit your website. A website is an island. Advertising is a bridge to that island. Large and small businesses online are discovering that truth in a hurry – or else.   Advertising is not what it used to be. The Internet has changed its purpose and its strength. Rather than making advertising in the traditional media weaker, the net has made it stronger. That’s why all guerrillas must be aware of the new power of advertising.

The first thing to know, and this should come as good news, is that advertising now longer has to make the sale. Not very long ago, advertising's main goal was to make the sale, though there are many other goals. But that has changed dramatically with the growth of dotcom companies all over the internet. Today the goal of much advertising is not to make the sale but to direct people to websites.

That does not diminish the power of advertising. Instead, it increases it. With many, if not most, guerrilla-run companies establishing webturf, advertising’s newest function is to motivate people to visit a website where they can get far more information than can be delivered by standard media advertising.

Advertising has become the first step in a permission marketing campaign. It invites dialogue and interactivity with prospects and customers by directing people to websites, by offering free brochures, by generating the kind of action that leads to permission to receive marketing messages.   Once people grant that permission, which they do at a website or by simply calling to request a brochure – printed or electronic --- that’s when serious guerrilla marketing attempts to close the sale.

That means the prime obligation of advertising is to motivate an easy-to-take-action. This should come as good news because it places less of an onus on advertising than ever before. Motivating the action of getting person to click to your website is a whole lot simpler than motivating a person to part with his or her hard-earned money and risk spending it the wrong way.

Not only is it easier to motivate action, but that action is becoming even easier as being online is now endemic. Over a billion people are now online,

It’s not always a whole lot of fun to visit your store or order from your toll-free number, but it is fairly enjoyable to click over to a website and take a gander at what is being offered and how you can benefit.   There is a risk when somebody responds to advertising with an order. There is no risk at all if they check your website. Advertising seems to grease the skids to the sale. It takes far less time to learn about you online than to cruise around a mall or drive to a location further away than their computer.

That means advertising can be short, concise, to the point. It no longer has to curry the favor of prospects with long copy, involved graphics or detailed explanations. The Internet can do that for you, allowing you to save on advertising costs. Advertising your website works in all the media – from TV to radio, from magazines to newspaper, from direct mail to billboards. It doesn’t take a lot of time or verbiage to get them to spend a few moments checking how your website can improve their lives.

As all guerrillas know, the name of the game in marketing is creating relationships. It’s tough to accomplish this with an ad. It’s pretty easy with a website, which initiates dialogue by inviting it, by making it as easy as clicking a mouse.

Advertising has always been a method designed to change human behavior by getting people to purchase your product or service. The Internet has changed that. Now, advertising merely has to deflect human behavior, to divert curiosity from an ad or commercial to a website.  

There is little question that the online fire burns brightly. There is no question that advertising fuels the online flame. 

The big and the small players online are learning from hard experience that they are invisible when they are online. Sure, their site might come up from a search engine or a link from a cooperating company, but the majority of people get their information offline – and that’s where guerrillas marketing their sites. Offline and regularly.  

It’s true that standard media advertising is interruption marketing, interrupting people in their perusing of the newspaper or magazine, in their viewing of a TV show or listening to the radio. Interruption marketing is crucial, however, as the first step in gaining permission from people to receive your marketing materials. And it is equally crucial in luring them to your website.

Many so-called experts believe that the growth of the Internet signals the demise of advertising. This particular expert believes just the opposite. Advertising now can loom as important as ever, as necessary as ever, and more mandatory for a proper marketing mix than at any time in history.

The larger the Internet grows, the more important the role of advertising and the greater its power. Advertisers must no longer have to move a person from total apathy to purchase readiness with their advertising. Now, all they have to do is move a person from total apathy to mild curiosity. From that point, moving that person to purchase readiness is the job of the website.

AN EXERCISE TO PUT YOUR ADVERTISING ON STEROIDS

 

  1. Put into the writing the demographics of your current customers – their age, gender, income, interests, location and the type of work they do.
  1. Ask them by means of a questionnaire what magazines and newspapers they read, which radio stations they listen to, which magazines they read, which websites they access, which trade shows they attend.
  1. Tabulate your answers and that will give you a strong direction when it comes to selecting media that will reach them.

 

If you'd like to speak to Bruce Doyle 'Global Guerrilla Marketing Master Trainer' and the Team about 'Your' Marketing Apply for a Complimentary Strategy Call where we'll conduct a Marketing Audit for You.

 

About the Author

Bruce Doyle

Guerrilla Marketing Master Trainer (personally mentor by Jay Conrad Levinson)

Global Business Coach of the Year Hawaii 2003, Author of 4 Business Books, Entrepreneur and Founder of UnlimitedBusiness.com

Bruce has worked with 1000's of Business Owners over the past 20 years plus he's owned and operated over 30 Businesses across a range of industries. His focus is teaching business owners how to dramatically GROW PROFITS and GET MORE FREEDOM IN THEIR LIVES. 

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