When I decided to open my own salon and spa, I had so many friends excited to try my services that I didn't think I needed to invest in marketing. Those friends did come in frequently, but their business turned out to just not be enough to keep my bills paid. I then remembered that before I began as a hairdresser, I drove many miles to see my favorite hair-stylist that I loved. That made me realize that I needed to advertise not just locally, but throughout the entire region. I drove an hour to my favorite hair-stylist, so why wouldn't my customers? I held a great "new customer discount", and soon those new customers from neighboring cities became regular customers once they realized how much they loved my technique. I created this blog to help other struggling business owners. I hope you can learn from my experiences!
Old advertising methods that were once the most effective are no longer the ones that reach the largest audience. Consumers watch a broad range of programs, and you will want to target your advertising to the specific type of customer who is watching the platforms you are advertising on.
The Importance of a Personalized Experience
Customers are much more likely to recommend and choose products when they are given a personalized experience. This might have seemed more difficult in the past, but technological innovations have made it easier to gather consumer data. It is much easier to survey customers to learn about their experiences, though surveys might have limited usefulness since many customers choose not to participate in surveys. Purchase history, website browser history, and social media can provide you with a clearer picture of what your customers are like and what motivates them.
The Benefits of Addressable Advertising
While it might require more effort and cost more money in the short run, targeted advertising will save money in the long run because you are not spending money on demographics that are the least likely to purchase your products. You will be able to create advertising that includes the images and messaging most likely to appeal to your targeted customers.
Improve Customer Engagement
Customers have more distractions than ever when watching TV. For example, during tv advertisements, customers are more likely to look at their mobile devices. However, customers are less likely to turn away from advertising when they are more engaged by the advertising that they see.
Keep in mind that even if your customers are engaged, they will not purchase your product if they are not the type of demographic who would purchase it.
Video On Demand Vs. Linear
Video-on-demand is a viewing experience where a customer chooses specific content to watch for a designated period of time. This is the easiest demographic to market toward because you can simply throw an ad in front of your desired audience.
Linear advertising is a more traditional form of advertising where you purchase a TV spot during one of the commercial breaks. Then the program runs your ad during that spot. This can sometimes be more difficult because there might be a more diverse demographic watching. However, when you are able to place a TV spot at the right moment, this form of advertising can be much more lucrative.
If you aren't sure which form of advertising is more effective for your business, an addressable advertising service can serve as consultants. Click here for more information about addressable advertising practices.Share