Target marketing and positioning for beginners
Not one size fits all. It is important to understand the market you are targeting. I see this a lot with new campaigns, new marketers, businesses or brands. Targeting the wrongs eyes, at the wrong time, in the wrong place. The saying goes Lamborghini isn't advertising on prime-time TV - ask yourself the question - why do you think this is?
If you talk to everyone, you talk to know one.
It's a very noisy and busy world out there. Humans are social and creative beings. Not one creative, one approach or one message speaks to all. Think about the differences in people you know, different things you see, you interact with. Think about the different places you go, the different interests you have, the different mediums you consume on.
Think about your own consumer journey. Look around what catches your eye, do you relate to it, if so why?
Where are you, who's positioned this to you, why are you seeing this? Where did you hear about it? It is relevant to you? What made you interested in it?
As a marketer your job is mostly done, look around , do you research and be inspired.
The Basics
Always consider the the 7 Ps of marketing are Product, Price, Place, Promotion, People, Process, and Physical Evidence. These are the elements that make up a marketing mix, and they are used to create a strategy that effectively promotes a product or service to the target market.
The importance of target marketing in business and marketing lies in its ability to allocate resources efficiently to specific groups of people who are most likely to be interested in these products and services. If you talk to everyone, you talk to no one. By focusing on a specific audience, companies can create more effective marketing campaigns that resonate with their target audience, resulting in higher conversion rates and ultimately, increased revenue.
Additionally, target marketing can also help companies to understand their customer's needs and preferences, which can inform you about product development and your customer service strategy and approach. Also, targeting correctly can help to increase brand awareness and build long-term loyalty among the target audience.
Overall, target marketing allows companies to be more efficient and effective in reaching and converting potential customers, which can lead to increased sales and long-term success.
The basics - How do you distinguish what demographic to target in marketing and advertising? Demographic targeting in marketing and advertising involves identifying specific groups of people based on characteristics such as age, gender, income, education level, and location. Marketers and advertisers typically use a combination of demographic data and consumer behaviour data to segment their target audience and create personalized campaigns. They can also use survey research, focus groups, and other methods to gather information about their target audience. Additionally, they can use analytics tools to track consumer behaviour and engagement across various channels and platforms, such as social media and websites, to gain insights into their target audience's preferences and interests.
The basics - Best ways to segment a market for targeting
There are several ways to segment a market for targeting, which include:
Demographic segmentation: This involves segmenting the market based on characteristics such as age, gender, income, education level, and location.
Psychographic segmentation: This involves segmenting the market based on lifestyle, personality, values, and interests.
Behavioural segmentation: This involves segmenting the market based on consumer behaviour, such as purchasing habits, brand loyalty, and usage rate.
Geographic segmentation: This involves segmenting the market based on geographic location, such as region, city, or neighbourhood.
Benefit segmentation: This involves segmenting the market based on the benefits that consumers seek from a product or service.
Occasion segmentation: This involves segmenting the market based on occasions, such as holidays, seasons, or life events.
Persona segmentation: This involves creating fictional personas that represent different segments of the market, based on demographics, psychographics, and behaviour.
The best way to segment a market will depend on the specific products or services being offered and the goals of the campaign. It's recommended to use a combination of these methods to gain a more complete understanding of the target audience and create more effective campaigns.
The importance of brand positioning in advertising
Brand positioning is important in advertising because it helps to differentiate a brand from its competitors and communicate its unique value proposition to the target audience. A strong brand positioning can help to create a clear and consistent message that resonates with consumers and establishes a strong emotional connection with them.
One of the main goals of brand positioning is to create a unique and memorable image in the mind of the consumer. This can be achieved by highlighting the brand's unique features, benefits, or values. A well-positioned brand can also help to increase brand awareness and loyalty among the target audience.
Additionally, brand positioning can also inform the development of the visual identity and messaging of the brand, including logo, slogan, packaging and advertising campaigns. This ensures that all elements of the brand are aligned and consistent, which can help to increase the effectiveness of the advertising campaigns.
In summary, brand positioning is an essential element of advertising that helps to create a unique and memorable image in the minds of consumers, differentiates a brand from its competitors, and establishes a strong emotional connection with the target audience.
The importance of positioning correctly in advertising
The saying goes Lamborghini isn't advertising prime-time TV - ask yourself the question - why do you think this is?
In advertising, positioning is essential to ensure that the message reaches and resonates effectively with the target audience. When a brand is positioned correctly, it can create a clear and consistent message that is aligned with the needs and preferences of the target audience. This can lead to increased brand awareness, loyalty, and ultimately, sales.
Incorrect positioning, on the other hand, can lead to confusion among consumers and dilute the effectiveness of advertising campaigns. If the message is not aligned with the target audience's needs and preferences, it may not resonate with them and may even turn them off.
Furthermore, positioning correctly can help to optimize the media and channels in which the advertising campaigns are delivered. For example, if a brand is positioned as a luxury brand, it is more likely to be advertised in high-end magazines, billboards and in selective events.
In summary, positioning correctly in advertising is crucial for creating effective and efficient advertising campaigns that effectively reach and resonate with the target audience, increasing the chances of conversion and ultimately, sales.
The basics - Types of brand positioning strategies
There are several types of brand positioning strategies that companies can use to establish a unique image and value proposition for their brand. Some of the most common strategies include:
Quality or feature positioning: This strategy emphasizes the superior quality or unique features of a product or service in comparison to competitors.
Price or value positioning: This strategy focuses on the cost-effectiveness or value of a product or service, emphasizing that it offers the best value for the price.
Competitor positioning: This strategy positions a brand in relation to its competitors, highlighting its strengths and differentiators.
User or customer positioning: This strategy positions a brand in relation to its target audience, emphasizing the benefits and value it offers to the customer.
Benefit positioning: This strategy highlights the specific benefits or advantages that a product or service offers to the consumer.
Emotional or lifestyle positioning: This strategy creates an emotional or lifestyle connection with the target audience, positioning the brand as a symbol of a certain lifestyle or emotional state.
Quality of life positioning: This strategy emphasizes the positive impact that a product or service can have on the consumer's overall quality of life.
As always - The best positioning strategy for a brand will depend on the specific products or services being offered and the goals of the campaign. The strategy chosen should be consistent with the overall brand identity and target audience.
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