opens IMAGE file Pure Media Marketing believes in finding and knowing your “Target Audience.” I’ll ask a client, “Who is your current audience?” And the answer I get almost every time, “Everyone.” That would be nice huh? But, for the most part, it doesn’t work that way. Not everyone is going to respond to your product or service the way you want them to. It’s so important to know who you want to reach. But it doesn’t start there, it starts with you. It is crucial, vital, and imperative to define who you are in your business. For example, the first question I ask before I start any research, “How did you get started in your business and why?” The next question is linked to the first, “Why do you do what you do? … I mean really … Why?” Because in those questions is your message and purpose. Understand?
Every small business should have a market analysis of the community they serve. Why? Because you’re going to talk to these people, and it is important you know who these people are. No matter how long you have been in business. For example, what are their lifestyle behaviors like? What kind of cars do they drive? Where do they dine out most often? Are they family orientated? Are they mostly retired? What’s the scale of ethnicity? What are their media habits? You can find this information out. Market research is not just for the big companies. Research and market planning gives way to a plan, a road map that has meaning, vision and realistic goals that are attainable.
How it works: Extensive research of the market is conducted in order to facilitate the most effective penetration and positioning into the community being served. This scientific research is sourced from companies like the Nielsen Company and Scarborough Research, in addition to primary research that is conducted and/or given to us by the client. This information provides from in depth reports relating to consumer behavior, lifestyle, statistical demographics and competition. Good research reveals who and where your target audience is and which media channels are best for marketing and advertising, such as TV, internet, radio or print.
