Posts Tagged ‘Are you Targeting The Right Customer’

Are you Targeting The Right Customer?

Wednesday, September 25th, 2013

Targeting the Right Customer sounds simple enough. But many marketers make mistakes early in the marketing process, leading them to focus their marketing and media advertising resources on reaching an audience that may be too elusive for achieving both long and short term sales goals. If companies want to success at selling their products, they need to make sure that they are targeting the correct customers. If companies aren’t marketing their product toward the specific customers who might be interested in their products, they will have a much more difficult time selling them. Companies spend huge amount of time thinking about what to say and building this great strategy, but most fail to develop the most important part who to say it to. A well-defined target customer is a beacon for an organisation to follow.

One of the best advertisement targeting the right audience is the advertisement by ANAR Foundation, a Spanish child-advocacy organization. It used lenticular printing in its powerful outdoor ad to send different messages to children and adults. Anyone under about 4-foot-3 sees bruising on the child’s face in the poster, along with ANAR’s hotline number and copy that reads, “If somebody hurts you, phone us and we’ll help you.” People taller than that—i.e., most parents—simply see the child without the bruise and the line, “Sometimes child abuse is only visible to the child suffering it.” The metaphor embodied in the display is apt—the figurative differences in perception between abuser and abused here become literal. They kept the concept and content simple, too; it makes the interactivity more immediate and less gimmicky.

So Are you Targeting the Right Customer?