When marketing their products or services, one of the biggest mistakes many companies make is focusing their catalog or web site collateral on visual depictions of just their offerings.
Including close-up, stand-alone photos of your product is important but, if that is all you rely on, it can also lead to a very dull marketing presence. Introducing the human element into your web site, catalog and advertising material makes your offering much more dynamic and helps draw the buyer in. Potential customers more easily relate to images of the product they’re interested in shown in actual use – especially if the person in the image is someone they can relate to.
So how do you know who your buyer will relate to? Well, this is where the phrase “target audience” comes in. Before you can start to build an effective marketing strategy, it is vital that you understand WHO you’re trying to reach and what message you’re trying to send them. Gender, age group, income…knowing the demographics that make up the majority of your client base will help you put your best foot forward when selecting models for your ad campaigns. You will never be able to avoid alienating some of your client base with your decisions but, let’s face it, conversions are your ultimate goal and the best way to do that is to reach those most likely to buy from you.
A poorly thought out ad campaign can be as damaging to your marketing efforts as no ad campaign at all so strategize, strategize, strategize.
About the Author: Jeremy Jones is the Senior Marketing Strategist for 603 Media Group. Primarily tasked with the challenges of keeping our small business running, Jeremy also occasionally branches out into public speaking, blogging, website design and raising his nine-year-old son to not be another one of “those damn kids”.