Basic marketing practices state that you should find your target audience, narrow it down as much as possible, then market your product or service exclusively to that audience. The more specific you can get, then more success you’ll find, since a truly targeted niche audience is always easier to market to. However, look at some of the most successful companies in the world, and you’ll find a diversified audience that goes against this most basic of marketing principles. Take Pixar, for example, whose films are marketed towards children, but adults love them as well. Pixar knows that you can expand your audience by diversifying your marketing plan as you reach a broader market and bring in more customers. Here are a few tips to help you navigate the tricky waters of diversifying your marketing plans.
Find the box
Every marketer out there likes to use the phrase “think outside the box” when it comes to marketing. However, you can’t expand your thinking until you identify what that box actually is. So take the time to sit down and truly identify your “box” of customers. That is, who is your target market? Be very specific and pull together a comprehensive list of everyone that would fall within your targeted box of customers. Once you’ve identified who all your potential customers are, then you can think outside that box to find other customers who would also benefit from your product or service.
Once you’ve decided to market to more than one audience, you need to package your product to both markets. Whether you’re packaging a physical item, or if you’re talking about your website, logo or branding, all of that matters when it comes to attracting your new audience. If you’re looking to attract upper-middle class families, then think about what your website would need to look like for those specific people to be interested in your product. If you’re looking to market to children, then you’ll choose a totally different approach. Your packaging truly matters when it comes to bringing in the right audience for your product or service.
Pick the right media
Once you’ve identified your target markets, you’ll need to figure out where to start spreading your marketing word, which basically means identifying where your new audience spends their time online. You’ll find a very different audience for Facebook and Snapchat for example, and either would be a great use of marketing resources, depending on who you’re marketing to. The same goes for traditional media spends like television or print. Every audience gets their news somewhere, so you’ll want to figure out where they are getting that information, then start planning your approach appropriately.
This article was written by Deborah Flomberg for Small Business Pulse