So you’re about to pump some serious dollars into advertising. But to reach your ideal customer, should you cast your net wide or hone in?
Many of those customers will become loyal and seek out your business because of your exposure in ‘their’ magazine.
If you’re looking at where to spend your precious advertising dollars, the first thing you’ll need to decide is whether you want to take a mass media approach or use target-specific media to reach your ideal customers.
Mass media like television, radio, newspapers, outdoor and transport, broadcast messages to a very wide audience, which means lots of people will see your ad, but it’s only pot luck that your ideal customers will be among them.
Target specific media, such as magazines, may be seen by a smaller audience but if you’ve chosen the magazine that’s right for your business, most of the people they reach will be your ideal customers.
Let’s take a brief look at why using magazines is such a great idea for reaching your ideal customer.
There’s a magazine that’s just right for you.
There are thousands of magazine titles available today and while there are a few which are deemed general interest, most cater to a particular topic or audience. So chances are, there’s at least one magazine that perfectly complements your product or service.
You’ve just found your ideal customer.
If you advertise in magazines related or complementary to what you do or sell, you’re already ahead of the game because you’re part of an environment which allows you to reach customers who are receptive to content-related advertising messages. This effectively gives you a captive audience where you can not only talk about your product and service, but also provide incentives via offers and promotions for customers to make contact with you. If it gets that far, there’s every chance of a sale.
Your brand becomes relevant.
The other thing, of course, is that your brand then becomes recognisable and synonymous with the topic they’re interested in. In fact, magazines are a great way to build a brand because, in most cases, the high quality of the publication allows pictures within your ad to be displayed with a crispness and clarity lacking in other mass media.
If you continue to advertise in the same magazine, over time you’ll find many of those customers will become loyal and will seek out your business because of your exposure in ‘their’ magazine. What’s more, they will then recommend you to other like-minded people.
You’re in it for the long haul.
Magazines are a long-term media. Generally, readers don’t get through a magazine in a day and then forget about it. They may take a week or more to read it all and often may go back and re-read certain articles again. For you, this means your ad is seen many times, reinforcing your brand and providing additional opportunities for your customer to make contact.
Another thing to consider is that magazines are less disposable than other media, with copies often read by friends and family, and left around the house, in cafés, waiting rooms, and libraries etc to picked up again and again. You never know where they’ll turn up — sometimes years later. The great news is, it’s all additional exposure for your business.
You can say more.
Finally, depending on the size of your ad, magazines allow you to be more descriptive and impart more information than you can in, say, a television or radio ad. You’ve got the opportunity to expand more on your product or service, show decent quality pictures and even include incentives. You can also make your ad work harder by using it as a data collection tool for future promotions. This can be done by offering customers an incentive for following a link to a web page and filling in their details.
If you’re wanting to target new customers, advertising in a magazine related to your business should be at the top of your list. You can be sure that the people reading the magazine are more than likely exactly the type of customer you’re after.