SuPeRnOvA and SwEeTpAiN: How To Market Your Brand To The Right Audience | SuPeRnOvA and SwEeTpAiN
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How To Market Your Brand To The Right Audience

Identifying – and targeting – the right demographic for your marketing can be a tricky process. When asked to describe your dream customer, most people say everyone thinking that it will help them reach a greater audience when in actual fact, trying to be everything to everyone can be incredibly limiting. Attracting the right audience is about creating an emotional connection with your customers via strong messages in your brand positioning. 


Companies like Market Smartly always start with customer segmentation and demographics in any client marketing strategy because ultimately, a campaign will only work if it is directed to the right people. Read on to find out how you can incorporate attracting the right customers in your marketing and communications activities.


Know Your Brand’s Identity
This comes back to that old dating adage that you can’t be happy with someone else until you’re happy and comfortable with yourself. A brand identity can be likened to your businesses’ look and feel. It’s your voice, your personality, what you stand for as an organization. It’s virtually impossible to know who your target audience is if you haven’t done some soul searching and identity building as a business.  Knowing who your ideal customers are, understanding what your offer is and highlighting your point of difference are all part of the brand identity journey and a crucial step in being able to attract the people you want to your business.

Market A Perception
Car advertising campaigns offer an excellent example of how marketing a perception of the brand can help create that emotional connection with a brand. Think about how many of the modern SUV’s are marketed – muddy, off road tracks being navigated in style and comfort with all the latest technologies. Now think about where you actually see these cars on the roads. Most of the time, they’re probably in show room condition in a family’s drive way, out the front of a sporting field at the Under 8’s weekend soccer game or parked next to you at the local shopping centre. The drivers were drawn to the sense of adventure combined with functionality seen in the advertisements and made a purchasing decision based on that perception, even though it doesn’t match how they will actually use the car.


You Don’t Always Have To be In Sales Mode
Even though sales and conversions are the end goal, don’t think that they need to be the key focus of all of your marketing activities. Sometimes it’s more effective to court your customers and spend time getting to know them and having some fun. Kraft’s Miracle Whip recently did a great campaign where they played on the polarizing nature of their product. Knowing that people either loved it or hated it, they actively encouraged both sides to plead their case for and against the condiment via social media. What resulted was a fun, energetic, viral campaign that did have a positive impact on sales figures, without ever actively coming out and saying buy this now.

Ultimately, if you want to stand out from the crowd and get the right people through your doors (or onto your website), you need to think and act differently. Building a connection with your customers to make them start thinking about your brand and associating an emotional reaction with doing business with you is where it begins, and it should finish with consistently applying those brand messages and values through in everything that you do.


What does your business do differently to attract your target audiences?

8 comments:

  1. Thanks for the tips. I hate sounding like I am always making a sale, but what can I do, most of the time I like the products I review! :D Not all of them are sponsored though. :)

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  2. sounds like a great information! thanks for sharing these tips!

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  3. great tips.It's really an edge to have big knowledge on your business and how to make it big to be successful.

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  4. Great marketing tips, these could be helpful for business owners.

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  5. Thank you for these tips, Ate. Very useful for me since I'm starting a new brand on my own.

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  6. These are all great insights. I especially like the third one because I hate being at the end of a hard selling person. Know my needs and my problems first and if you have a solution for it, then start harping the value of your product.

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  7. In effective marketing, one should establish a connection with the target consumers and empathize with their needs, wants and lifestyle.

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  8. Attracting the audience we want in developing our brands can be tricky especially as we try to avoid bad practices but it can be done.

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