Targeted Marketing
What is Targeted Marketing and why do we specialize in it?
Traditional marketing methods often fall into the category of Shotgun Marketing:
The practice of simply marketing to the masses rather than selecting a specific target market. An example of shotgun marketing would be to place an ad on prime time television without researching the buying demographic and focusing the message to that audience (target market). Shotguns blast shot over an area with the hope of a critical hit. The word shotgun is actually defined as “covering a wide range in a haphazard or ineffective manner”.
There are several obvious problems with shotgun marketing:
- It’s usually quite expensive to promote this way because of the number of “hits” it takes to produce viable leads.
- A business can waste time and money handling leads which are not qualified or screened. An example is a cosmetic dentist with a new patient offer that results in many college students responding: an audience which is both transient and unlikely to buy more than very basic dental treatment.
At RESPONSE!, our focus is on Targeted Marketing.
Targeted Marketing is defined as:
The practice of marketing a specific service or product toward a target audience that is either known to be source of sales or is predicted to be a potential source of sales. This could be based on age, location, gender, income bracket, etc. Smart marketers use targeted marketing through various methods including direct mail and web marketing to focus their energies and investment on that group of people most likely to buy. You could also call this “rifle marketing” as it allows one to take aim before pulling the trigger and therefore hit specific target groups with specific messages and with a more specific result in mind.
We focus on creating marketing campaigns that are targeted to a specific audience or audiences. These audiences are chosen specifically as being the most likely, and most qualified, to buy from your business. This is usually determined by:
- past successful sales and promotion
- identifying who would seek out or benefit most from the products or services your business offers
To a large degree, targeted marketing relies on the extraordinary breadth of available targeted mailing list and targeted leads available for purchase. Once the right audience has been isolated, we work out a marketing strategy including the best method(s), or channel(s), to contact the potential buyer.
We frequently employ the following promotion channels due to cost versus Return On Investment (ROI).
Generating new leads with targeted direct mail is the most powerful advertising medium available, returning on average thirteen dollars for every dollar invested (Direct Marketing Association)...
Internet trends have changed drastically in the past couple of years. The catalyst for this change is the method in which search engines such as Google and Yahoo! rank websites...
Increasing word of mouth—every business owner knows it is key to future sales. This is where newsletters come into the picture...
Being visible on the web is all about being found. We can help you navigate the sea of search engine optimization possibilities to create a manageable online visibility program that makes it easier to reach potential buyers.
