Do you know who your target market is? If so, what are you doing to acquire them?
It does no good to know that your target is a male executive in his 40s that enjoys playing golf, eating expensive steak dinners, and traveling if you are spending all of your time and energy putting ads in the local Val-Pak. That’s not to say that Val-Pak can’t be a valuable marketing tool…but not for the specific target we mentioned above.
Why? Most male executives in their 40s are not perusing Val-Pak for coupons on their steak dinners.
So what would be a better alternative? Well, honestly it depends on your product or service. If it is business related then perhaps a good medium to use would be publications that target c-level executives such as CFO magazine. If is it not business related then perhaps a more upscale mailing that targets the top 1000 homes in a zip code. Or perhaps you should rent your own list (infousa.com or referenceusa.com) of those who subscribe to both CFO magazine and Golf Digest and mail a postcard or letter to them.
The key here, as always, is creating a match between your message, your market, and your media. All 3 hinge on each other and if one is off, you will not land your sale. As my brilliant husband likes to say, “It doesn’t matter how good your message and your media are, you can’t sell a BMW to a 3 year old!”
Happy Marketing!
Sarah
Tags: market, marketing to executives, media, message, target market
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