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Understanding your demographic is as important as it ever has been. It’s easy to see who to target online, but offline marketing can be a little bit trickier, especially when using billboards and posters. The blog discusses how marketers can get a better insight of their offline audience’s demographic.
Targeting Your Demographic
It is an easy mistake to make. Imagine spending hours creating an amazing marketing plan, choosing your offline and online marketing channels and then, throwing yourself headlong into designing, printing and distributing everything from posters to leaflets.
But where is everyone? Why is the phone not ringing off the hook? Why is there not the flood of order that you assumed there would be?
Do you have the wrong offline marketing tool? Or is it aimed at the wrong person? Just who are you aiming at, exactly?
If you are planning an offline marketing campaign, there are four key questions you need to answer before you rush forward and order hundreds of posters and leaflets.
1) How old are they?
Understanding your customer demographic means having a better idea of their habits and this starts with age. What a customer in their early 20s is interested in may be different than customers in their 30s or 70s. But remember, this is a generalisation.
But having an understanding of your customer’s age will help you determine which offline marketing tool will place your brand in front of them.
HINT – don’t assume that it is only the older generation that offline marketing will reach as you will see from the questions that follow.
2) Where do they live?
Location is important for your brand;
- A high street or a service-led brand that relies on a customer demographic close to their business will use location as a key part of the information they give to customers. It is also useful for deciding the radius in which you choose to display offline marketing tools, such as posters or a direct mail campaign.
- Online business can sometimes struggle with offline marketing tools and how to pinpoint their offline customer demographic. In this case, you need more information alongside age and location.
3) Who are your customers in terms of gender?
Discussions about gender need to be done gently in the wake of discussions around people not identifying with the sex they were born with.
However, you will have an idea whether your products or services are aimed at people who identify as being male or female. Or maybe your brand is non-binary, in other words, aimed at everyone irrespective of gender.
Understanding who you are aiming your product or service at can be essential.
For example, selling female beauty products but aiming your advertising at partners. Try highlighting what a great product it would make as a gift.
Thus, an effective poster campaign or outdoor banner stands aiming your product in the eye line of partners doing their Christmas shopping is an idea worth exploring.
HINT. Understanding who you are aiming your product, services or brand at is also important when it comes to choosing colours too. Monotone and grey scale print marketing appeals more to men apparently. Whilst there are some colours and shading that women find appealing.
4) Where do your customers get their information?
We assume that because we live in the digital age, everything we need to do as a business to reach our customers should be done online. But research has shown that customers don’t always get their initial information online.
Offline marketing tools can yield a return on investment although tracking your print marketing can be notoriously difficult.
But what avenues are open to you in terms of offline marketing? These are a few examples;
- Business cards, backed by a distribution strategy, are still commonplace and powerful, perfect for B2B connections
- Direct mail can be an unobtrusive means of introducing your brand, product or service to your customer, inviting them to find out more
- There is research to suggest that print adverts in newspapers, magazines, trade publications etc. are also a means of placing your brand in the customer’s eyeline and breeding all-important familiarity with your business
- Packaging is a form of offline marketing – what does yours say about the contents and your business?
Offline marketing is powerful and far from dead. But get it wrong or aim it in the wrong direction and you will find that the success you assumed would come flooding your way makes a U-turn.