After morning tea, we talked about the Target Audience Evaluation, an integral part of the direct mail marketing process.
The important message here is: it’s not about you or your product, it’s about solving your prospects’ problems. It’s important to ‘walk in their shoes’ and ask the question: ‘What’s In It For Me’ (WIIFM). As a consumer, ask yourself: why would I take time out in my busy day to respond to a marketing message provided by a business that I have not heard about before? This is the question that your prospects are asking themselves when they make the split second decision to act on your communication or chuck it in the wastepaper bin.
Don’t fall into the trap of producing marketing copy or creatives without considering the target audience, because it’s likely that your campaign will fail. Do not pay lip service to this step or your money will be wasted.
First, work out the different segments of your target audience and determine how they will be impacted upon by your direct mailing campaign:
- Different demographic groups of suspects and prospects – people with no existing relationship with your business
- Different demographic groups of existing customers, clients and advocates
When considering the target audience, ask yourself these questions:
- Who are we talking to?
- Where do they live?
- Where do they work?
- Where do they shop, socialise?
- What jobs do they do?
- How old are they?
- What are their family circumstances? Married? Kids?
- What is their income?
- What do they spend money on? How much per month?
- How do they spend their spare time?
- What is their psychographic orientation? Influencer? Decision maker? Team worker?
- What are their attitudes to life?
- Risk takers? Conservative? Ambitious? In search of stability?
- What media do they consume?
These questions will help you to consider the orientation of your target audience and assist you in formulating your marketing message.
