The days when communication outlets saw the public as a big general mass are over. Television programming was one-size-fits-all, and the public would watch what was provided. Things have changed dramatically. Younger generations demand content that fits their specific tastes. Of course, marketing professionals have taken advantage of this, and with extended research, we now identify people beyond demographics, and we use psychographics to understand people’s lifestyles. With more detailed information, communication outlets can now deliver content to population niches.
Advertising and promotional communications can now reach specific groups of people which allows for more effective results. Before investing in communication efforts, make sure you have done your homework. You need to know who will buy your product. If your answer is everyone, you are a very positive person, but we need to speak realistically. Not everyone will buy your products, but there is a certain group who will. All your communications and marketing efforts must go into reaching this group of people.
Analyze and create a profile of who needs or wants your product. Expand this profile by adding demographic and psychographic characteristics of the customers you already have. Do some research and find how many more people with those characteristics live in your area or in the country (depending on your distribution capabilities), and what media they consume. Once you have this, you can start considering what media you will use to advertise and what messages you want your brand to communicate.
