As an entrepreneur, you know the importance of targeting your advertising and marketing. The reason for this is simple: it works. Targeted advertising and marketing means you are more likely to see results. It helps to ensure that you are spending money in the right areas. However, while targeted advertising is valuable, that’s not to say that non-targeted advertising is not valuable. While targeting is often seen as the be-all and end-all of modern marketing, there are hidden benefits to occasional widespread campaigns.
Interest from Customers Outside of Your Demographic
When targeting advertising, you have to decide your target customer. Unfortunately, this is often easier said than done. Many entrepreneurs target their business using the wrong demographic. For example, a furniture store that sees itself as high-end and modern may target young professionals. However, young professionals have less disposable income than older generations. This means they can’t afford high-end prices, however, style-conscious older customers can. Unfortunately, the older customer hasn’t been targeted for advertising and the business suffers as a result.
Non-targeted advertising provides the perfect solution to this problem. It offers a widespread approach that can allow you to find customers you had never considered as a target. This concept can potentially allow you to tweak your target demographic in the future.
Highly Localized
Many forms of non-targeted advertising involve offline techniques, such as direct mail campaigns (for example see EDDM). In a world where you can specify your customer using online advertising, this broad-spectrum, offline approach can seem unnecessary. However, appealing to your local community is genuinely beneficial to your company. Customers like local businesses and want to support them. By placing advertising at the heart of the community, you are able to capitalize on this desire. A customer may not be particularly interested in your business, but if they see it is local to them, they may be tempted to check things out in the effort to show community solidarity.
Brand Awareness
Even if a customer is not particularly interested in working with you, non-targeted advertising ensures they at least become aware of your business. This means that if they need your product in the future, they may remember your business and actively seek you out as an option. Furthermore, they may know someone else who may be interested in your service right now. For example, if you sell printer supplies for companies, they might think of their entrepreneurial friends and pass the message on.
While targeted advertising is a great choice for a business, the points above demonstrate that there are upsides to including non-targeted advertising in your overall strategy. By including non-targeted campaigns, you can be sure you are covering a wide demographic of customers, and boost your sales as a result.
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