A while ago we were in need of hockey gear - specifically a new goalie stick after our son cracked his in half on the opening whistle of the game! After searching online for "goalie sticks" we found a great deal at a sporting goods store, but were disappointed to learn that the store was located in North Dakota, some thousand kilometres away and a little to far to travel for a new goalie stick! Great promotion for the store however we definitely were not their target audience!
How do you market to your target audience?
The list is endless....social media, direct mail, print ad, telemarketing, web advertising, and so on! I once knew a marketer that said, "We'll paint our information on a rock - whatever it takes to get the message out!"
Small business owners often find this task to be difficult, time consuming, expensive and for some, downright boring!
Here are some easy suggestions on how to market to your target audience
1. If you have a website - promote it along with your store name on everything you do. If you don't have a website - create one (or have someone create it for you). Shoppers (even the more mature shopper) are computer savy. Web exposure is something that your small business can't over look!
2. Direct Mail - Do you keep a database of your current customers? Do you mail them a newsletter, special offer or savings coupon? Do your customers live within a radius of your business or are they a niche group visiting your store for a specific product or service? Start keeping a database of your current clientelle. It's easy, cheap, and helps you to get to know your target audience.
3. Throw a ONE DAY SALE! Who doesn't love coming to a special sale - offer great discounts, give away coffee, invite the public. What a better way to promote your business and location!
4. Advertise in niche publications and directories. Do you sell a product or service that appeals to a specific customer in a specific location? Many online directories like myradius.ca allow visitors to search by town or postal code for the specific product or service they require.
In the end, be proud of the small business you have! Promote it however you can, within your budget. See what works and what doesn't.
Maybe a boulder and a pallet of paint will be in your future marketing plans too!
