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Saturday, January 23, 2010

What is Demographically Correct Marketing?

Marketing by demographic is an effective way to reach the right audience for your product or service and create a targeted marketing campaign. Demographic marketing will include multiple forms of media like social media (Facebook, Twitter, TikTok, Google, etc.), text messaging (SMS), print, Linear TV, and perhaps the highest return on investment when mixed with OTT (Over-the-Top streaming media), CTV (Connected TV), or Radio.

Granular demographic data is paramount

Before we delve into the candy box of ideas, you should first understand and clearly define the specific demographic groups (ethnicity, gender, political beliefs, age, region, morals, etc.) to intend to address and essential for successful marketing efforts, because no message will appeal to everyone. When you have a clear belief of who is most likely to find your brand appealing, only then should you start tailoring your marketing message, as well as your marketing medium.

Different demographic groups respond to different types of messages

Children, youths, tweens, teens, and seniors will respond differently to a TikTok (short-form video hosting allows users to watch, create, and share 15-second videos shot on cellphones) ad. Primarily because many seniors do not strive for continuous "stimulation" like a teen which is key to brain development. Not to mention the language, slang, and desires are often completely different. What the teen considers cool, the senior may see as a distraction. In fact, a senior may not even access the TikTok app or even have a mobile phone, whereas the latter will have a TikTok t-shirt and the app on their Apple or Android home screen.

For example, Google Trends shows that the search term "teen" is clearly more popular than "teenager" as a search term in the United States.

Interest over time on Google Trends for teen, teenager - United States

Avoiding social and cultural stereotypes, and paying close attention to body language and idiomatic language quirks will help you prevent unwitting insults, missteps, and or mistranslations.

Choose prominent mediums for marketing messages

If you've clearly broken down your demographic and the message you want to distribute, the next step is knowing which media you need to use. I mentioned TikTok earlier, however, it's certainly not the medium of choice for everyone.

"Teens and young adults get most of their information online, so Internet advertising is a smart way to reach them. If you offer a product that appeals to an intellectual audience, you are more likely to reach them by sponsoring public radio than by advertising on a pop music station."
– Devra Gartenstein, AZ Central

Hootsuite reports that Facebook aka Meta has 2.82 billion daily active users, so understanding Facebook demographics is key to creating successful marketing messages. Obviously, each of those active users is not worth spending your marketing budget most effectively, so it's extremely important that you purchase advertising through the types of media that your target market uses.

Send a clear message about your business with confidence

Using demographics to tailor your marketing messages has the advantage of understanding and appealing to your target customers, however like most things in life, it is not without its limitations. If you sell a product with a potentially broad appeal but limit your marketing message to attract a single demographic, you may alienate other potential customers.

Oevae has 20+ years of offering creative marketing services filled with satisfied clients. That's because Oevae can highlight the unique differences and qualities your brand brings to the market in ways that resonate with consumers' desires. Enhance your brand image, equip your staff, and launch your business with more efficiency and effectiveness.

Make a brand difference.™

Friday, September 25, 2009

Marketing to customers with a phone number that lacks vanity

Image via Wikipedia

I believe it's pretty common for companies to use telephone numbers that when the numbers are converted to letters actually spell words that cleverly help customers remember that phone number when needed. These types of telephone numbers are called vanity numbers or phonewords.

This article considers the fact that you are considering the use of your telephone phone number that DOES NOT have a hidden when translated (lacks vanity), but you want to use your telephone number to market your business.

So now you ask.
Where can you find examples of a partial word, an acronym, abbreviation, or an alphanumeric combination being used to increase memorability and increase response rates to marketing?

First you should know why so much vanity.
Many companies use these phone numbers on radio, television, print, outdoor, etc. as they are proven to increase response rates by 30-60%

So you know now that I'm talking about phone numbers like 1-800-FLOWERS or 1-800-BUSINESS or 1-800-CONTACTS... Okay... I think you've got this part down.

Now let's see how you can take your marketing to the next level. Maybe your phone number doesn't have to be so inflated pride in oneself at all.

Let's think about this a minute.
Vanity numbers or Phonewords came about before the cellular phone and the Internet. And users or marketers had radio, print advertising and word-of-mouth marketing to spread the phonewords with vanity (pun intended). Anyway, the point here is the points of contact with consumers was limited.

Here comes the whammy.
We have the Internet now and Cellular phones that do most of the connecting for us. So why not use your telephone number for your website address? Look, you may have worked or are working for a company now where half of your email address is the companies name. So?

So!
If you starting a business and everyone knows your cell phone number; use your cell phone number as your website address. Only make since. If your a Real Estate Agent with the name John and your phone number is 202-701-9393 (which has no vanity or phoneword), people would visit your website at: www.2027019393.com

Things that make you say humm?
Let's take it a step further. With regard to Realtor John... your email address would be: john@2027019393

And as normal.
Your still John now... and people call you at 202 701 9393

Where you going, there's more!
When anyone gives out your phone number, they are also dishing out your website address and part basically your email address at the same time. There are still situations where we write down information... like phone numbers and website addresses. It's also normal that you will only be able to find a small piece of paper to write on. Using your phone number as a catch-all, 3 amigo, you'll not need as big a scrap to scribe.

We only use letters (domain names) for website addresses because it makes it easier for humans to remember. However if you work very closely with clients like Real Estate Realtors, Insurance Agents, Personal Trainers, etc.; you could benefit from this marketing edge.

You may be asking, how will people I don't know find me if they don't know my phone number? The answer is; you will also register a domain name with words as normal. You could even mask your phone number url so when people go to it, the domain name with the words is displayed in the browser.

Example: you website address is www.2027019393.com but when people get your your website they would see the domain name with words that you also registered, let's say it's www.jrpremierproperties.com.

This is called masking... and there are no negative aspects to harm your website or the FCC. Just make sure you or your webguy or webgirl setup your masking properly and if you are forwarding to a different domain name... make sure you domain is set as 301 permanent redirect.

You've just learned how to use your telephone number to secure 3 points of contact and they are:

How to use a telephone number as your Email Address
How to use a telephone Number as your Web Site Domain Name with or without masking
How Telephone Numbers can be your Email, Website, Phone Number that all lead back to you.

This is Gibron T. Williams, Head Honcho at Oevae Marketing Consultants and these are my opinions.
Find oevae marketing consultants on the first page of Google when you search for: the best marketing consultants or the best marketing consultants in the world

Wednesday, September 23, 2009

Do you need business cards or website first?

This is a question I hear from time-to-time from small business owners and start-ups. You can actually have your cake and eat it too. Here's how. This article is for those of you who have some knowledge of conducting business using business cards without a website and the opposite - conducting business with a website and no business cards. Then there are those of you who need both. Either is fine and useful in the right marketing arena. I've used a few questions and answers to help you see if you need business cards now that you have a website or if you need a website if doing business with cards already works.

I have a website but I don't have business cards. What can I do? You can conduct business online without giving out a business card to get people to visit your website. Before you go out and have business cards designed and printed, look for websites that allow you to build online business listings, and offer you marketing tools to increase your business connections. Go to websites like MerchantCircle.com, Kudzu.com, Google Local Business Center, Yahoo Local Listing, Yellowpages.com, etc. These are just a very few so jump on the search engines and start listing your business online now. People browse for local business reviews on every topic you can imagine. Choose the listing that best fits your business. Now go out and have at least 100 business card printed so you have another channel to drive traffic to your website. Best of all many of these business listings are free. Remember, if it sounds too good to be true. It probably is.

I have business cards. When should I get my website? With the saturation of text messaging and email, it's very easy to pass along the phone number of your favorite salon to your friends. It takes about 1 minute. You can even send them the salon website address and name of your hairstylist if you want. So why do a business card design and printing for nothing? The truth is there are times when you don't have your cell phone or computer under your fingertips - or should I say you should think twice. A wedding is not a great place to do business, and being on your cell phone is even worse. So if you choose the lesser of the two; go with the business card pass over texting your business info. Since you have a channel for telling people about your business with your business card, now is the time you can add a website address to your business card. You can gain information by having a simple form on your website, update potential clients on new offers or innovations in your industry. Your website can help you tell people about the benefit of conducting business with your company. Your website need not be more than 1 or 2 pages to add value to your brand. It's perfectly fine to conduct business when you have business cards but no website. Keep in mind that a website will offer your company additional exposure and potential for winning new customers. So it's really up to you when and if you want to turn up the volume. Take it one day at a time and make your best-educated decision after your research.

I have a website. Why do I need business cards anyway? Business cards are a great way to advertise and market your business or push more people to your website. They can help you give people a glimpse of what your business can do. You can start building your brand's mood with different colors and images that represent or back up what you have just vocalized. The business card can be passed from one recipient to a third party. Most importantly the business card allows you more opportunity to give something physical and they are a powerful way to increase referrals to your small business.

The best answer in my opinion is to go ahead and knock-out both at the same time. Have business cards printed and your website design at the same time – if at all possible. If you receive your business cards first, don't hold back on handing out your cards if your website is not finished. You may be thinking that potential customers will go to your website and see a big-fat goose egg, zero, nothing, nada, zilch, zip. To keep this from happening, tell your web guy to add a small statement to your website about your company that tells visitors how to communicate with you while your site is being "updated." Never say "under construction." Nobody wants to hear that their dinner is almost ready and that's what "under construction" sounds like. Additionally, your visitors will be hungry for information (the main purpose of the Internet anyway) and you need to at least give them a nibble. Chick-Fil A does a great job at sampling. Take note and use the same principle.

This is Gibron T. Williams, Head Honcho at Oevae Marketing Consultants and these are my opinions.

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