After identifying your target audience, it is important to understand the message you are trying to deliver to them via your marketing campaign. If there are more than one target market, the message could also differ based on the potential customer. In addition, you may also need to focus on your marketing in various ways: learn more about product strategy; positioning and differentiation.
Create brand awareness
In order to have a successful promotional strategy, it is crucial to create brand awareness amongst your potential customers. Brand awareness is related to the recognition of your specific product by current and potential customers.
Today, luckily, there are plenty of advertising techniques you can use to create brand awareness among your customers. Some of them are as follows:
- traditional advertising – it is about business directories, newspapers, magazines, radio or TV, billboards., etc.
- SEO (search engine optimisation) and PPC (pay-per-click and paid search advertising)
- social media marketing
- public relations – that include press releases, events, tours, launches, etc.
- sales-based techniques – i.e. coupons, discounts, vouchers, competitions, loyalty programs for existing customers
- direct marketing – i.e. email, packaging designs, mail order catalogues, point of sales displays, etc.
In addition, consider taking advantage of dealer or showroom events, exhibitions, trade shows, where you can benefit from any sales opportunities that may be presented there or check if your target audience is also attending those events.
Sell to your existing customers
If you want to increase your brand awareness, consider marketing it to your existing and loyal customers. When you understand your current customers’ needs and preferences, particularly of those who deal with you often or buy a lot – you are able to develop new methods to target them and, thus, increase your brand awareness.
Another effective strategy is encouraging your existing customers to promote you, as spreading a word about you can be very productive when developing the brand.
Time and measure your campaigns
Regardless of your promotional strategies, it is very important to time your steps towards reaching your target customers at the moment they are the most receptive. When developing strategies make sure they combine both long and short-term offers – special discounts or competitions.
In terms of measuring, you evaluate the effectiveness of your strategy which is very important. This may include asking new customers how they know about you or carrying out surveys before and after every marketing campaign. Monitoring your website traffic and using individual promotional codes for certain sales would also work perfectly. As a result, you will be able to determine your strengths and weaknesses as well as identify where and how you can improve your campaigns.