Elements such as design and clarity of message are very important when it comes to the success of your ad, but only if the campaign reaches the right audience. Therefore, before designing a campaign, you should first clearly define your audience and their specific habits. Do not let your ad speak to deaf ears!
There are three main questions you should ask yourself:
1. Who is your target audience?
You should consider things like:
- income level
- family role (mothers, grandparents etc.)
2. What is their lifestyle like?
Lifestyle is the typical way of life of an individual, group or culture. It defines consumers thus shouldn’t be neglected when devising your marketing plan.
When choosing a location for your ad, think of your target groups and the places they go to– not just busy areas.
So make sure to take enough time to answer the following questions:
Where do they spend their free time?
- Gyms & sports grounds
- Public spaces (parks, markets)
- Museums & exhibitions
What are their travelling patterns?
- High streets
- Bus stops/routes
- Train Stations
- Underground stations
Where do they usually shop?
- Shopping centres
- High streets (e.g. Oxford Street)
- Local markets
3. When should you advertise?
Consider the time period your audience would most likely be interested in your product. If you’re running a flower shop, celebratory days are your best bet. Similarly, all businesses can take advantage of bank holidays, when ads get more exposure, as more people are pounding the pavements. Here are some more ideas:
- Back to school period
- Father’s/ Mother’s day
- Valentine’s day
- Bank holidays
- Religious holidays
- Sales periods
To sum up, if you wish to effectively target specific age or groups you need to know when and where to advertise. So think of the points listed above when devising your campaign to ensure your ad will be a success.