Targeted Marketing: Hitting the Right Notes To Achieve the Right Melody

There are two general forms of marketing.  The first of these is usually termed mass marketing.  Commercials you see on prime time television shows are a good example of mass marketing.  The audience is far and wide, and the advertiser is attempting to sell to a diverse group of people.  The other form is called direct marketing.  This strategy entails targeting a smaller group who share common interests whereby a more tailored advertising message can be conveyed.

Mass marketing can be critical for large national product roll outs.  It is also a requisite component of ongoing major branding efforts.  However, most small business owners are not looking to develop a widespread national customer base.  The expenses associated with mass marketing efforts are prohibitive.  Many small business owners engage in mass marketing but on a small scale.  This is characterized by marketing to a broad audience with limited intensity.  The usual result of this strategy is lackluster sales.

Direct marketing is a much better tool for a small business owner.  Mass marketing done on a small scale dilutes the impact of your marketing dollars.  Direct marketing to an identified niche allows for the customization of your message and product or service.  The first necessary step for a direct marketing campaign is to ascertain which niche you are going to pursue.

Let's say you owned a color printing business.  There are many different niche markets that when combined constitute your aggregate market.  A good example of a niche market would be nightclubs that routinely pass out hand bills.  If a customer in this space were to receive a generalized printing services mailing they might peruse it.  However, if sent a targeted mailing with a rock and roll theme designed specifically for the night club owner or manager in mind, then it is far more likely to get attention.

Your offering on the mailing could be specifically tailored for a night club's needs.  It could also contain references from the more popular clubs who have used your service before.  If a commercial printing company were to engage in a mass marketing mailing with no real focus, then the results would not be desirable.  The more targeted approach to a niche market will show its worth immediately when you analyze your campaign ROI.

There are simple steps to follow when pursuing a niche market.  First is obviously to identify the customers and their needs within the given niche.  Next is to ascertain which method of communication is best used to contact them.  Sometimes this might be in the interactive world.  Other times the best route is to retain a commercial printer to assist in a direct mail run.

Then is execution of your plan.  Last, but not least, is backing up the claims made in your advertising copy.  A great direct marketing strategy is not worth a thing if it delivers an inferior product or service.  Review your marketing strategy.  Is your target market too broad?  Identify that niche market and watch your business grow.

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