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Marketing to a Target Audience
By Stefanie Strauss of Innovabiz Pty Ltd
Marketing to a target audience or niche market (a specific group of people or businesses that want and need your products or services) represents your best chance of getting an excellent return for your marketing efforts. By focusing on select groups of people or businesses that are more likely to want or need your products, you can substantially increase your success from marketing campaigns. Certain groups of people or businesses are more likely to want or need your products or services than others. These people are your target audience. By focusing on the needs of these groups in your marketing campaign you are able to connect with these people at a much higher level than with your typical mass marketing and consequently you will automatically gain more business. Targeting these smaller numbers of potential clients also allows you to spend more money on each individual prospect, automatically making you more successful as you increase the amount of business you receive from your target group. You can specifically meet the needs and requirements of your chosen niche market by targeting your marketing. This will make you the logical company to turn to for that particular product or service. This is because you tell them that YOU are the company that has the solution to their problems through your marketing. For example: Lets say you urgently need to send a parcel to a customer overseas. You look in the Yellow Pages under Courier Services. There are a number of advertisements, however, two read as follows: “ABC Express Courier – Save with lower international courier costs. ABC’s Express Courier is the low cost alternative, delivering end-to-end reliability and access to the world’s largest delivery network.” “XYZ Express, Australia-wide and International Services, Overnight First Class, Road Express, Fashion Express, Technology Express, Same day Deliveries.” Obviously, you are likely to choose ABC Express Courier. The advertisement clearly targets your needs and as a result ABC will get your business. This shows how effective the strategy is!
By concentrating on specific client groups, you can achieve very high market shares in that niche market because people automatically come to you. This is because you are viewed as the only choice as your product or service is designed to solve the problems of your target market.
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