Written by April
Tuesday, 13 May 2014 16:50

It's easy to point to big media outlets as the answer for an advertising plan. But if your trading area is a three-mile radius around your location or your target audience is Norwegian natural blondes, what are the options?

Here are five ways the sharp-shooters at Thayer Media micro-target for their clients:

  1. Look at the concentric circles of influence around your location. If there are free or paid signage opportunities, they are often your first best option for increasing awareness. Evaluate out-of-home choices based on their proximity or their position on the path to your location. And if there are none, consider mobile outdoor - that way your message can drive through your trading area. Do you have company vehicles? Wrap them - you are now your own mobile billboard.
  2. Do a study of the search advertising that's going on in your category. Who among your competitors stands out? When you evaluate their keywords, make sure you have the same terms that matter to you. It's important to appear for the search words and phrases that your competition does. You can also take advantage of their keyword vulnerabilities and differentiate yourself in the areas that represent your best opportunities to stand out.
  3. Find an emotional outlet for your message. Specialized and/or localized media options mean that you might get to talk to people who care about the same things you do, and the options are nearly endless. We always look for a way to incorporate a human voice into our media plans. We also look for affinity relationships - remember those Norwegian natural blondes? I bet they're at the salon maintaining that color. Is there non-traditional out-of-home right across the street? Is there a column in the community newspaper or city magazine that talks about health and wellness?
  4. Direct mail that's offer-driven still stops the right buyer in their tracks. Just make sure the offer is significant or you'll be mailing your budget out the window. The best list is your list but careful list-buying can also yield great results.
  5. Own your Google location. Mobile and online search means it's important for you to be the one who shows up in an area search in your category. It's a very simple thing and it's amazing to us that so many businesses don't do this right after they sign their lease.

Finally, signage is critical. So make sure you have your signage designed and built by a professional. When people are driving down your street, they shouldn't have to squint to see who you are. And don't forget to add a category identifier if your name and logo don't logically get people to an understanding of what you have to offer.

Do you have other ideas? We do, but let us hear from you.


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