I’ve noticed that there’s a reoccurring theme in this blog; that of knowing who your ideal customer is. Without this information, none of your marketing efforts can be targeted in any way. From your company branding to your tweets and updates on social media; if you don’t understand your target audience you could be wasting time and money
Local advertising options – where do your customers hang out?
This is especially true of local advertising. Do you know where your target audience hangs out? Do they read the freebie magazine that comes through their door, or would a targeted Facebook advertising campaign give you a greater ROI? Your customer avatar has to be the first issue you address before investing your advertising budget.
Digital vs. Traditional Advertising
The UK is on course this year to become the first country where digital marketing outstrips all traditional forms of advertising combined. This is a reflection of how consumers are using smartphones and tablets for purchases, and how effective digital marketing can be.
I’ve discussed before how this also applies to a local market as your customers and clients spend more time online than they do in the local High Street.
That’s not to say investing your advertising budget in traditional formats such as print will not be effective for your business. If your target customers are receptive to this approach, then this is appropriate.
Local Advertising And The Mature Audience
If your target audience is of a more mature age, I would suggest keeping an eye on the future. For those companies who find success in advertising in local newspapers, the ad section of weekend magazines or free local publications; this market is in decline. Increasingly consumers are digesting their news and lifestyle content online and as the population matures this trend in print sales will continue.
The retired population in 10 years time will look very different to our current senior citizens, and this will be most apparent in their buying habits. So, long term consider Generation X, those people born between 1965 and 1979, and then The Millennials.
Millennials Coming Of Age
The Millenials (also known as Generation Y), born between 1980 and 2000, are entering their prime spending years. They’ve grown up in a time of rapid technological change and have a very different world and economic view to the Baby Boomers of the 1950s and early 60s.
As consumers, borders and geographic location do not confine them, and research from AIMIA Inc. suggests that the priority for Millennials is convenience and price. 57% of them compare prices across different retailers and brands (online of course!) before making a purchase.
Plus, Generation X is also just as tech savvy as The Millennials, have a look at the infographic below from IDG Global Solutions exploring the differences, and similarities, between the two generations:
In summary, before exploring different options for local advertising have a good look at your customers. Identify what is effective for your existing customers but also consider how future customers will find you and buy into your product or services.
You may also like to read Where Can You Find Free Local Advertising?
As always, drop us a line if you have any questions or would like to discuss your individual requirements. Either leave a comment below or get in touch via phone or email.
