By Patti Harrison
When placing media we look for the trifecta – ‘the right time, in the right place, for the right price’. It’s pretty easy to nail the right time and we work real hard to ensure the right price. The most important leg of this three legged stool is the right place.
Many marketers assume the right place is whether it’s a TV ad versus Social Post, Outdoor Board, etc. or if it is local, regional, or network ad. You get the picture. There is actually a whole lot more that goes into determining the right place and it all starts with KNOWING YOUR TARGET. The primary target for any advertiser has to be clearly understood in order to find the “right place” to reach them.
The right place also refers to using targeted messaging. Using a scattershot approach because you want to reach everybody is a huge waste of money. You should have a clear understanding of the want and need of your target in order to develop a message that they can connect and engage with. (Oh and it should go without saying that the product you’re advertising should actually fill that need.)
The right place is also about digging deep to uncover the perfect positioning within each medium. For example, what social platform does the best job of engaging with the primary target. Or what specific TV program, and should it be a six second ad or a thirty. Or what outdoor board is most likely on the primary target’s commute to work. You may have hit a home run with your creative message but if it is in the wrong place it may as well be invisible.
Clearly defining your target audience will allow you to
#1. Develop messaging that resonates with your target
#2. Have a better understanding of when and how they are consuming media
#3. Market directly to them
Really knowing and understanding your target is the gateway to increased sales, higher profit, and increased Brand Awareness. Now that is the perfect trifecta!