In the Eye of the Beholder, eye2eye Marketing.

Eye2Eye_logo

When looking into the eye of the beholder, we are looking at our target audience.  This second in a series of “eye2eye Marketing” begs the question.. “Do we have the right target audience?”  A recent article by

http://www.printcopyfactory.com/blog/2014/07/do-you-truly-know-your-target-market/

has some great tips for drilling down from assumptions to true realities regarding our true targets.

Every marketing person has been taught since Marketing 201 class in college to follow the data.  First of all, where do we find the data?  The article above suggests some starting resources:

  • U.S. Census Bureau
  • Google Analytics
  • Facebook Insights (analytics available if your business page has at least 30 “likes”)
  • Customer review sites (What other businesses are your customers patronizing on Yelp? What appeals to them?)
  • Your competitors’ sites and reviews
  • Surveys or interviews with your current and past customers
  • Hosting small focus groups

We would add the Small Business Administration.  LJF Marketing has worked with our local SBDC with a campaign to evolve your business to the next level.  Part of that evolvement includes identifying new niche markets.  For example, one of our clients, a home builder in the Houston area, found through following data trends, that the high end housing market was growing rapidly north of the city.  With a high quality, high end look in their marketing collaterals, they were able to reach out to the high end audience and secure a larger market share by identifying this niche that was growing right above their geographic target zone.

After identifying through data, your potential targets, we can identify how they make decisions, how they like to communicate about potential brands to buy, and why they would choose a product over a competitor’s product.

Then it’s on to messaging, getting the right message at the right time, the right medium and creating “Calls to Action” that actually work.  Our research gives us some great resources, Hubspot, for one but many marketers have gone on this road before us so we can certainly learn from each other.

Here’s hoping this blog gives you something to keep your eye on…

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Translating Brand Experiences to Trade Shows

While trade shows are a great opportunity to meet other professionals in your field, it can be daunting to think of a great way leave an impression after show-goers leave your booth. Each brand wants to capture their essence and give something memorable. Still, whether you’re doing some last minute planning for OTC, or starting to think of ideas for next year’s trade shows, we have a few solid options that will actually be useful to your booth’s visitors. The best free things are the one’s that we use often – isn’t utility a quality you’d like to be associated with your business?

 

7900-04_LOGOTote Bags

These are always a great option – and the eco-friendly varieties available eliminate some of the waste often associated with freebies.

 

 

 

 

Sunglassesraybans

It’s always impossible to find your nice pair of sunglasses when you actually need them. A pair of sunnies are both economical, relevant and convenient (as no one minds keeping a spare pair of these in their car).

 

 

 

 

ibcGetAttachment-1(Good) Pens

Stick pens are great, but no one is going to go out of their way to keep it around. Want to increase positive feelings about your brand AND generate brand recognition? Give out pens with a nice grip, in an industry-appropriate color, because we always appreciate a trusty pen.

 

 

 

1732Mints

Networking and coffee are not the best mix. Assist networkers by handing out mint tins that they can keep in their pocket or purse. They’ll appreciate the helping hand.

 

 

 

 

 

 

It’s not too late to get products in time for OTC, so contact us if you need price quotes and assistance!

 

Please don’t forget to like us on Facebook, follow us on Twitter and follow us on LinkedIn for more updates on our business and ideas.

Target Your Market: Making the Most out of Promotional Products

As the holiday season approaches each year, many clients ask us for ideas to get in the spirit of giving. Promotional products, when done correctly, are a sincere way to get your company name in front of the right people and put a smile on their face. If you take the time to give your contacts something useful and thoughtful, they are an effective way to target your market.

We’ve provided options in several categories of items with ideas to help you delight colleagues this holiday season:

Staff staples: Form meets function with these options. Choose to either give these to your employees, who have worked hard to do a great job this year, or present these to your clients and potential customers. Whether given together or separately, these items are sure to help your customers’ and employees alike do their jobs more effectively and will leave a lasting impression.

Who doesn't love a good journal?

Journals

… because we all love a good journal.

 Lunch Cooler

Lunch coolers

Fill them with goodies such as bakery items or office supplies and hand them out.

 Padfolio

Portfolios

A good portfolio is hard to find, but whenever they are used, they display the professionalism the company whose name is on it. Some even have room for tablets.

 Flag/Sticky Note Dispenser

Desktop flag dispensers

Every time a colleague reaches for a flag or sticky note, they’ll remember who gave it to them. These are also a great item for trade shows.

Technology treats: Your colleagues will thank you for these tech-savvy gifts. Since so many people are embracing tablet technology in the business world, these are useful, modern gifts that will keep the receiver looking sharp. Plus, your company will demonstrate that it has an understanding of current innovations.

iPad Case

iPad and tablet cases

Stay top of mind by helping clients keep their tools looking polished.

 Stylus Pens

Stylus pens

No one likes fingerprints on their screen. Bonus: put your website URL on here to make it easy for clients to find your website on their tablet.

Golfer goodies: These items make gifts if you regularly go golfing with your clients, or if you are planning to sponsor a local golf tournament (like The 25th Annual Woodlands Celebrity Golf Classic and Gala).

 Pro V1 Golf Balls

Pro V1 golf balls

Generally, golfers don’t use the least expensive balls. Give them a ball they’ll use every time they tee off!

 Golf Cap

Golf caps

Shield them from the sun’s rays when they’re on the course all day.

 Moisture Wicking Golf Shirt

Polo shirts

Moisture-wicking fabric is a welcome surprise if you feel obliged.

If you’re wondering how to get them in time for the holidays, contact us here; don’t delay though – your order will need to be in soon!

Social Media Demographics: Who’s Using Which Sites?

In our last post, we challenged you to use demographics to target your market on social media. If you’re still puzzled on where to find general statistics to see where to use your social media sites, look no further – we’ve found the missing piece. Here is an infographic on the market segmentation of different social media websites.

Social Media Demographics: Who’s Using Which Sites?
Source: Flowtown – Social Media Marketing Application

Now that you have a way to figure out and understand your market, stay tuned for more tips on how to actually implement a strategy.

How to Use Social Media to Target Your Market

“Target your market” is a topic discussed quite often… but many business owners still do not understand what that actually means. To level the playing field, targeting your market is crucial to your business’ ability to turn interactions into profits.

Here are some examples of common misconceptions of what qualifies as a target market:
“Everyone who will buy my product”
“Men”
“Women”
“Soccer moms”

The problem with all of these perceived “target markets” is that they aren’t specific enough; you can’t target everyone. The gist of targeting is to be intentional with your efforts and understand where those efforts are being effective. Realistically, not everyone is going to want your product or service, so you are wasting time and money trying to cater to everyone.

Please note that just because someone is interested in your product or service and is outside of your target market doesn’t mean they can’t buy your product – it just means they are a statistical outlier, which is completely normal. Don’t let yourself falter from hitting the target because you fear alienating potential customers.

Now that we have a firm foundation on what not to do, we can discuss how to target your market by researching the market you already have. It’s surprisingly simple to do with fee tools like Facebook and Twitter.
Look at your customers’ interests.

  • Do most of your customers share a common interest and live in your area? That’s probably a good indication that you should try advertising to them. You’ll be likely to get more customers because people with those interests already like you. Look at your “likes” and “followers” – you can tell a lot from them about the support you have.

Look at demographics.

  • Predominant gender, age, socioeconomic status, cultural background, etc. can also tell you a lot about your customers. It allows you to see what may be important to them, since cultural backgrounds likely influence the person they are today. Look at these things to cater to what your current clients’ convictions are, and which will likely catch the attention of their friends through word of mouth.
  • For example: if you sell artisanal salad dressing, you might notice that most of your biggest fans are “foodies”. After doing some market research, you could probably tell that many foodies crave exceptional taste and often look for healthy as possible products, so if there are foodies that love your flavors, they may also love the fact that they can stay healthy using the product on a salad and as a marinade. Since one product satisfies both the need for health and the need for taste, sharing recipes that demonstrate these characteristics add an increased value to the brand and satisfy the demographic.

While these things may seem simple, they are effective, and free!

Are there any tips you have for finding the most loyal customers?

Source:
Inc.com