A local newspaper ad, or an app for the new iPad? It’s a bit daunting to consider all of the channels now available to reach consumers. The good news is, with the expansion of media consumption, the most fundamental rule of effective advertising has not changed. You must clearly define and understand whom you are targeting.
In analyzing your target consumer, consider such variables as age, marital status, children, income, etc. While every buyer will have defined characteristics, not every potential buyer fits within their defined category. The goal is to reasonably presume the most effective channels to reach your typical consumer efficiently.
Print advertising is beginning to be a bad five-letter word in the advertising world, but before it’s thrown out of your strategy, it may just need a tune-up. Who exactly am I trying to reach? Those consumers who are defined as traditionalists still receive a majority of their information from newspapers and other print publications. Print media may not only be their primary source of information, but may also be the source that holds the most credibility for them.
Boomers, Gen Xers and Millennials still exhibit some very specific uses of print. Specific print publications that are of particular interest to them are still being read. Understanding what publications are of interest, applying the correct messages and engaging each specific target market will ensure that print ads are used correctly in the marketing mix. With these buyer groups, print can be a key driver in creating online involvement with the brand.
Television and radio campaigns still hold a certain level of prestige, but can be expensive to implement. However, television advertising continues to respond to pricing pressures exerted by other media and can present unique opportunities. If done correctly and timed properly, such campaigns add to you successful marketing mix.
Internet and other web-based strategies reign supreme today with most target groups. However, each segment must be pursued with different approaches. A Gen Xer or Millennial is time-sensitive in how he or she gathers information. They don’t see value in long, drawn-out flash advertisements. They are web-savvy and used to getting exactly what they want – quickly. More mature audiences have a different need and level of patience. Implementing tactics that tell a story online and how it relates to them may be the more effective way to communicate.
There are many mediums, but each has its specific uses. Know your target consumer and know their media preferences. That is the foundation of effective marketing.
Tags: home building, housing market, new home marketing, new home sales
