Having a successful campaign can be dependent on knowing your target market.
If an FMCG brand were to run a competition to enhance sales, it would be important to establish who is interested in the brand and whether the competition speaks to them.
Without a directed audience for a campaign, a brand would be running the risk of having an unattractive campaign with very little interest, if at all any. The benefits of running a target-based campaign is spending less in terms of marketing and mechanics to achieve the same – or better – results.
Before running a campaign, establish who you think your target audience will be and who you’ll be directing your marketing efforts towards. Consider the age, gender, salary, location, and occupations of the members of the public who would benefit most from your campaign. Think about whether your product is unique and whether the campaign incentives give enough motivation to customers for them to be interested in entering the campaign.
An important point is that you may need to divide your target audience into segments into order to make them more accessible and to understand their needs and expectations. Sit down and look at what you are offering and look around at who you think would be perfect for your product or service. Target who you are after and you will know how to reach them easier and find that you won’t have to invest so much into your marketing to get the results you want.
In most cases geographic, demographic and psychographic are the three main ways you can find your target market, although the income level of customers might be essential to know.
Choose specific demographics to target.
Figure out not only who has shown prior interest in your campaigns, but also who is most likely to try enter for the first time. Think about the following factors:
- Ethnic background
- Income level
- Education level
- Marital or family status