“If you are marketing to everyone, you are marketing to no one”
Determine exactly who an ad is targeted to and adjust as needed.
Last summer we spent a weekend in Washington DC. We took the kids out of school for a few days so part of the deal was that for it to be considered a school trip they would have to write an essay about what they saw and where they went.
It was an interesting trip, I had been there years ago but my wife and kids had never been so I had a general idea of the layout and how to get around.
One of the things that I think caught them by surprise was the size of the monuments and The Mall. Walking between the buildings of the Smithsonian and over to the White House could wear out a good pair of shoes.
We did get to see Marine One approach and land at the White House, I’ll attach the video to the Show Notes at LaundromatHowTo.com/PodCasts
Marine_One
Some of the other sites we were able to see were some of the old battlefield locations from the War of Independence and the Air and Space Museum.
So you’re probably wondering why I am talking about a family vacation on a Business PodCast?
Back at the beginning of the PodCast I mentioned that they had to do a report to cover it as a school trip.
During the drive back home we had them work on their reports and read them to us. This was mainly to make sure they actually got done and weren’t too lame.
But here is the interesting part.
All three of the kids on the trip are girls, all teenagers and within 2 years of each other. We had all been to the same places, at the same times but based on the reports they wrote you would think they were on completely different trips.
Some of the highlights of one report were not even mentioned on another, in fact, there were only a couple of instances that overlapped between reports.
So how do you market to them?
From the outside, they would all seem “the same”. Home environment, trip, attractions, ages yet they are completely different.
The answer? If I could give you a definitive answer to the world of marketing would be a flat playing field and all of the adds would be the same.
The thing to keep in mind with your marketing is, everybody is going to look at something a little bit different. What might seem just great to you, the right information, written correctly, the right colors, it looks great but somebody else might just click right over it. So, it’s important when you’re doing any marketing to try a few different things.
I have run ads on Craigslist, some of you may have found this PodCast from them, but they had slightly different headings and information and at times were side by side but one had more response , or conversions, than the other.
A common phrase in marketing and sales and there are some variations, “If you are marketing to everyone, you are marketing to no one”
Think about the customer you are targeting and what their problem is, then provide a solution to their problem.
I mentioned in a PodCast a few weeks ago about a recent radio ad targeting hunters preparing for the season. Since that time I have had an animated video made and promoted it on Facebook to a specific audience. I also used some Google Ads with hunting-related search terms as the targets.
The video was also shortened from 32 seconds to 20 seconds to run on a local Cable Show
You will not get 100% response to any target market but look for different methods and ideas, think about it from your customers point of view and keep copies of everything so you can use it again in the future.
All of the links mentioned including my recent ads will be in the Show Notes at LaundromatHowTo.com/ PodCast
Links
Hunter_Video
Ken
