Missing the Target
On the value of targeted marketing in your strategic advertising plan.
Would you design an advertisement prominently featuring a blonde woman, knowing it would be placed in a Spanish-language publication.
The correct answer is — hopefully not.
Similarly, you wouldn’t buy a print ad for your new chain of 18-and-over dance clubs in AARP – The Magazine, nor would you buy television ad time for a revolutionary new men’s hair-loss treatment during cartoons on the Disney Channel.
Why wouldn’t you? Because you want your prospects to relate to your advertising. You want them to be able to see themselves using, visiting, and benefiting from your product. Very simply – you want them to be able to visualize your product satisfying their personal need.
Targeted marketing — where, to who, and how — you market your product is more important than the creative itself.
You might have the most groundbreaking, inspirational and creative ad, but unless it’s being viewed by the right audience, you’ve wasted your money.
For a few visual examples of what happens when you miss the target, see below for some images, courtesy of oddee.com.
