How well do you really know your target market?
Understanding how to reach your demographic is the fundamental principle to successfully influencing consumer behavior, but can you really pinpoint who is -- and isn't -- a potential client? Target markets aren't as easily definable as they were 50 years ago; consumers today are identified by the causes they support as much as the products they buy. Piggybacking is a low-cost approach to access a specific target market by joining forces with an already-established venue.
Understanding how to reach your demographic is the fundamental principle to successfully influencing consumer behavior, but can you really pinpoint who is -- and isn't -- a potential client? Target markets aren't as easily definable as they were 50 years ago; consumers today are identified by the causes they support as much as the products they buy. Piggybacking is a low-cost approach to access a specific target market by joining forces with an already-established venue.
Event marketing is just one option that can play a key role in expanding your consumer base because of its interactive, hands-on opportunities. Mingle directly with attendees, offer product samples or brief consultations, hand out your newsletter & business card -- all the while creating an emotional connection with a captive audience. The barrier for many business owners, however, is they don't recognize how their product or service relates to seemingly incompatible markets.
For example, who besides food purveyors and hemp clothiers would consider advertising or exhibiting at the Berkeley Vegan Earth Day event April 22, 2012? Well, think about it. People with different dietary preferences who will attend this festival buy houses, plan lavish weddings, need insurance and take vacations the same as everyone else. Find a tie-in your company has with various event audiences, and you've just tapped into a new market segment.
Whether you're a real estate agent who educates clients about passive solar power or a dog trainer who teaches with positive-reinforcement methods, you're an example of how mainstream industries can stretch their reach into alternative markets such as Berkeley Vegan Earth Day without spending a lot of money. Paul Lawrence suggests to:
Share the success you've had with piggyback marketing. What tips do you recommend for a more lucrative outcome?
Photo courtesy of www.flickriver.com/photos/jackol/133765382/
For example, who besides food purveyors and hemp clothiers would consider advertising or exhibiting at the Berkeley Vegan Earth Day event April 22, 2012? Well, think about it. People with different dietary preferences who will attend this festival buy houses, plan lavish weddings, need insurance and take vacations the same as everyone else. Find a tie-in your company has with various event audiences, and you've just tapped into a new market segment.
Whether you're a real estate agent who educates clients about passive solar power or a dog trainer who teaches with positive-reinforcement methods, you're an example of how mainstream industries can stretch their reach into alternative markets such as Berkeley Vegan Earth Day without spending a lot of money. Paul Lawrence suggests to:
Hook up with other businesses that attract the kind of customers you're looking for, but sell non-competing products or services.Analyzing marketing campaigns with Toulmin's model finds the need to change consumer attitudes from indifference, detachment and resistance to relevance, association and agreement. So why not let someone else do the primary legwork when it comes to realizing your business strategies when the outcome is win/win for both? Here are some specific tips on how to align your company with untapped clientele.
Share the success you've had with piggyback marketing. What tips do you recommend for a more lucrative outcome?
Photo courtesy of www.flickriver.com/photos/jackol/133765382/
An "ethical" thing to do is respect the copyrights of content creators, in this case by providing proper attribution for the image used:
ReplyDeletehttp://www.flickriver.com/photos/jackol/133765382/
Thank you and my apologies. I usually use public domain graphics but apparently didn't pay very close attention this time. Attribution has been cited.
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