Keys to Reaching Your Target Audience

Once a Day Marketing™ featured video blog: Brand Building: Brand Building: Reach, Frequency and Consistency

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today we are looking at three key concepts to understand in developing your marketing message that will be remembered by your target audience.

As you plan how to deliver your compelling marketing message to potential customers, it is essential to consider reach, frequency and consistency:

• Reach is the population of potential audience that will be exposed to your message
• Frequency is how often you share your message with the target audience
• Consistency is sharing the same message over and over so that it will stick in the minds of potential customers

Reach, frequency and consistency are critical concepts. Reach allows you to be selective in advertising because you want your message to be relevant and resonate with the right audience. It’s very important to remember that not everyone is a potential customer; don’t waste valuable resources targeting the wrong prospects. Once you have identified the target audience(s), determine how your message will be distributed to those potential customers in your market area.

When it comes to frequency, ensure that you share the message often enough so it will stick with potential customers and your brand becomes top of mind when they are thinking of buying the kind of products or services you offer.

Have you heard the slogan “You’re in Good Hands with Allstate”? This insurance company has been using this message for a very long time. It is relevant and maintains mindshare with customers when they are looking for insurance. Evaluate your advertising and identify how you can accomplish the same consistency when you are sharing your marketing message.

Once a Day Marketing™ inspires clients to brand bold.Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.

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Filed in: 7Ps of Marketing • Knowledge • Positioning (Bonus) • Process • Promotion • Strategy • Tactics
Tagged with: 7Ps of Marketing • James Glover • once a day marketing • that branding guy