Whether you are looking for a B2B client or a B2C market, the key is to be where your consumers are likely to go. If you are a regional business, you will want to develop a list of potential consumers based on geographic location. If you are a vertical market looking for consumers who have something in common but don’t necessarily cluster, you will want to identify behaviors or other products that that consumer is likely to be looking for and have a presence where they are looking.
You have a couple of choices when it comes to getting to these markets in a cost-efficient manner. One alternative is the Internet since it is the cheapest way to get your message to the consumer. However don’t forget that it’s important to define the age of your target market. If your preferred consumer is over 55, you will need to augment your efforts in print, in addition to whatever you do on the internet. Often clients want to go with the least expensive route, but if your consumer does not trust or rely on email it can delay your message and keep them from trusting your company.
The good news is that there are very reliable lists available now that can provide more than just address and company name information, but also psychographic information that can help define the market you are likely to be the most successful with. Maybe your target drives a specific type of a car or they like certain credit cards, are frequent flyers or are interested in high end products – you can find that list and define the area or type of consumer within that market and get a targeted message to them online or by snail mail.
If you are looking to help define your target market or to drill down to psychographic profiling, we can help. If you decide to do it on your own, make sure that you cross-reference the potential alternatives before you decide on a list. If you decide to use an online email marketing program, make sure that your source is reliable. You do not want to turn off your market with something they feel is an intrusion. You can do a lot of marketing with a limited budget if you find the right combination of online and traditional print or direct mail when looking for the higher-end consumer in today’s market.
For more information on reaching your consumer with money, contact us at 310-791-6300.
