Imagine, if you will, walking out of a model home and before you know it…you see an ad for a builder just down the street appear on your cell phone. You think to yourself, “Hmmm…coincidence?” It’s not. With targeted marketing, you can pinpoint potential customers down to an address where they have visited.
Targeted marketing is nothing new. Agencies and companies have been doing it for years. First through direct mail, then via email, using data points such as zip code, gender, household income, marital status, and age. But now, we have the ability to narrow our scope even more to truly reach those most qualified to purchase.
Niche Marketing Through Social Media
Recently, a new client came to Stevens & Tate needing to attract more students to its private school. We discovered several factors that determined whether parents chose to send their children to this school. They could afford it. It was close to their home or work. And it provided the type of education they wanted for their child. To reach this very specific audience, we advertised on social media. Social media sites such as Facebook gather a great deal of information about their users from information the users provide themselves. These sites also monitor behavior patterns. As a result, we were able to do niche marketing, advertising to select neighborhoods around the school and in local employment corridors. And we focused our message on the benefits this private education offered. After the first month, the school recorded an increase in attendees to the parent information sessions.
Targeted Marketing On Radio? Yes.
One of Stevens & Tate’s clients needed to build ticket sales for its classical music concerts. After researching the prior season’s data, we discovered that the majority of concertgoers came from a 20-minute or less drive of the venue. So we incorporated online radio into the media mix to aim our message at those who would have an affinity for the brand. The beauty of this targeted marketing plan was that we could reach listeners with a preference for classical music. We were able to narrow down our audience not only to those who lived in a specified geographic area but also to those who exhibited classical music listening habits. The result was a 25 percent increase in year-over-year show attendance.
Hyperlocal Marketing Pinpoints Your Audience
For a Chicagoland homebuilder with a new property in the city, we wanted to reach home shoppers living near the neighborhood as well as those holding certain job titles. Rather than choose a medium to advertise on, we chose a very small group of people to reach out to. Using a digital hyperlocal marketing campaign, we were able to serve ads to a very niche market segment—including those who had recently used a home finder app. We served ads to these individuals multiple times via multiple vehicles including desktop, mobile and in-app ads; emails; social media newsfeeds; and native content based on online search history. Since launching the program, sales at the community have increased 50 percent.
These are just a few examples of the power of a targeted marketing campaign. And new digital technologies are being unveiled all the time. At Stevens & Tate, we partner with multiple media sources to devise just the right targeted marketing campaign for each of our clients. If you are looking for an agency that can help you move from a shotgun to a rifle approach to marketing, contact Stevens & Tate and see if we are a fit.
With 20 years of advertising and PR experience, Debbie Szwast understands the multifaceted nature of marketing. A true believer in the art of communication, she acquired an MBA in marketing and a Master’s degree in writing. Today, she calls on the knowledge she has gained over the past two decades to formulate big-picture strategies and execute comprehensive marketing plans for clients across the country.