I have recently followed some campaigns, who seek to raise awareness and engage new audiences for their products. A most interesting exercise, as it became clear, that the marketing and social media efforts were actually driving at their existing audience…
A good pointer for me to share some of my ‘wisdom’ and as you know it’ll always be relevant for our rural businesses.
1. Before creating your campaign
explore your target audience
Multi-generational marketing is a must nowadays, as the days of using a ‘one size fits all’ approach for an entire population are long gone, and you should now tailor your marketing to distinct consumer generations.
Get to know them, by exploring their ‘generation’.
“Each of these generations has its unique characteristics, values and needs, which are shaped by the years that they were born and grew up in. Whilst the population – specifically in the western world – is grouped into these six categories, each one spans roughly 15 years so differences within them can be seen.”
2. Once you know your target audience
engage on their level
Let’s take for example Honey and its by-products
Yes, we might know it’s sweet.
We might not know how it is produced.
We might not know how healthy it is.
We might not know that we can use it for apart from eating it and use it as a sweetener.
In the age of Facebook, Twitter and Instagram engaging an audience, which prefers ethical products, is health conscious and has squeezed finances means thinking about the less obvious. This also allows you to hook into some trends, which are important to your audience.
Beeswax wrap instead of plastic - how to make your own, how it’s made, where to buy.
Beeswax candles rather than paraffin candles – how to make, how they’re made, where to buy.
Honey as a beauty product – how to make your own, how it’s made, where to buy.
3. Help your audience to understand
Staying with our example of honey and its by-products...
Stating ‘Honey contains a number of antioxidants, including phenolic compounds like flavonoids’ is great, however would be much more engaging if the audience knew, why this could be important to them. What would improve? Why is it better than something similar?
Overcome possible objections to a product, such as price by explaining…
Stating ‘Beeswax candles are a premium product, 100% natural, all chemical-free’ is one statement, but it does not tell much.
Perhaps try along these lines: Beeswax costs about 10 times more than paraffin. It is estimated that the bees must fly 150,000 miles to collect enough nectar to produce six pounds of honey just to secrete one pound of wax. And for every 100 pounds of honey harvested, the beekeeper can only obtain about 1-2 pounds of the beeswax.
So - Step into the shoes of your target customer and look at what you have to offer to them and why it matters.
And if you need some help with your campaign visit our website www.konzepts.co.uk and get in touch!