Features such as clarity and design of your particular message are the most important facts when it comes to the achievement of your ad, but only if the campaign is able to reach the appropriate audience. So, before designing your campaign, you should first properly define your audience and their precise habits. Do not let your ad speak out to ears that aren’t hearing!
There are three key questions you need to ask yourself:
1. Who is your target audience?
You need to keep in mind things like:
Family Role (mothers, grandparents, etc.)
2. What is their lifestyle like?
Lifestyle is the distinctive way of life of an individual, culture or group. It describes consumers and thus it shouldn’t be ignored when developing your marketing plan.
When selecting a location for the particular ad, think of your targeted individuals and the locations they go to and not just the busy areas.
So for that you need to make sure to answer the following questions:
Where do they actually spend their free time?
Gyms & sports grounds
Museums & exhibitions
Public spaces (parks, markets)
What are their travelling routes?
Where do they usually shop?
High streets (e.g. Oxford Street)
3. When should you actually advertise?
You need to take into consideration the time span your audience would most likely be interested in your particular product. If you want to increase the sales of your flower shop, festive days are your best bet. Likewise, all businesses can take advantage of the bank holidays, when ads get more witnessed, as more people are passing the roadways. Here are some more thoughts:
Back to school period
Father’s/ Mother’s day
To sum up, in case you want to effectively target specific age groups you need to know exactly where and when to advertise. So think of the particular points listed above when planning your campaign to get assurance that your ad will be an achievement.
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