Spray Marketing vs. Target Marketing
There are just about a million ways to market any business. From shocking guerilla marketing tactics that demand your attention, to billboard and TV advertisements, product placement, experiential marketing, and sponsorships of local or national events. The options are only limited by your budget and imagination. But no matter how you choose to market your brand, your tactics will fall under one of two categories: target marketing and spray marketing.
Target marketing involves identifying your target audience, researching traits they have in common with one another (like where they shop, where they spend their time online, what they enjoy, their demographic information, etc.), and then designing a custom marketing plan to engage them with a message that is tailor made for them. Target marketing divides your customers into small niches within your market. You can then speak to each niche separately and get highly specific about how your product or business will benefit them. Examples of successful target marketing are a high-end furniture company marketing to DINKS in a fine wine magazine or an energy drink company sponsoring a local “high energy” event like a basketball or football game.
Spray marketing, or “spray and pray” marketing as it is sometimes called, is exactly the opposite. These campaigns use one generic message and blanket it across a large audience. Spray marketing tactics are popular for large multinational corporations like McDonald’s, Coca Cola, and WalMart that want to get their message in front of as many people as possible. These companies have national audiences and huge marketing budgets and can gain brand awareness through spray advertising.
Conversion & Success Rates
Spray marketing usually results in a much lower conversion rate than target marketing. When you consider the massive audience of a spray campaign, it makes sense that a small percentage would move to the next step in the selling process. Target marketing reaches a smaller audience (by design), but because that audience is tailor picked for the message, they frequently convert at high rates. So, a company can usually get a bigger bang for their buck and a high level of consumer engagement from a well-planned target-marketing campaign than they would from a spray marketing campaign. Large companies will often adopt both methods, using spray marketing tactics for national campaigns and target marketing for local events and regional marketing.
Spray marketing relies heavily on consistency and name recognition. Big brands spend millions of dollars carpeting TV and online markets with their brand and slogan, hoping the recognition will spark a buyer decision when the consumer has a need for their product. Since the conversion rate for spray marketing is low, these companies often have to spend a lot of money to reach their target customer acquisition rates. Target marketing, on the other hand, can be accomplished on any budget. If your budget is very small, you simply need to niche your audience down to a very small target.
How to Create A Successful Target Marketing Campaign
Some ways to successfully use target (niche) marketing within your business are:
Know Your Audience: You cannot serve everyone. Your target market is not every single person who can use or benefit from your product. Sure, you hope to attract as many people as possible, but the goal of target marketing is to identify a specific niche within your market and speak only to them. If you’re a small local business, this might mean identifying a store all of your target customers shop at, or a concert many of them will attend in your area. Engage with your audience where they already are. Don’t worry about targeting anyone but the small niche you identify.
Encourage Social Sharing: You know the feeling of having a favorite local band and getting to share their music with your friends and family? It feels good to be “in the know.” Niche customers will likely feel this way about your brand. Give them opportunities to share your content across social media channels. Create a custom hashtag for your target marketing campaigns, and allow people to repost for recognition on your site or prizes. This improves the customer experience and helps build a brand connection.
Speak Their Language: When using online keywords, do not use the expensive, popular keywords within your industry. Learn how your ideal customer refers to your products. Do they use slang? Do they have their own language to describe the experience of your product? These keywords will be less expensive, and they will gain you “street-cred” among your most targeted customers.
For more information about how to design a target marketing plan, increase brand awareness, and build a brand connection with your audience, contact Modern Promos. Our team of professionals can create a custom campaign to grow your brand and increase customer engagement.