Marketing is a huge part of business, and yet many businesses struggle to effectively market themselves. One of the main reasons why this happens is because the business doesn’t make an effort to speak to their audience during the marketing process.
If you want to make sure that your marketing campaigns are effective, you should definitely speak to your audience. Here are five examples of why you shouldn’t go into a marketing campaign alone.
You Could Waste Money
Lots of companies waste money by advertising to the wrong audience. For instance, Sunlife (a product for people over the age of 50) recently posted letters in an area that is mostly associated with students and young professionals. Very few people in the area were eligible for their products, and so they wasted time and money (and paper) advertising to the wrong demographic. This could have been avoided if Sunlife spoke to their audience, as they would have found out the best area to post leaflets.
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Your Website Could be Low Quality
The best way to find out if your website is effective is to ask users if they like using it. You may be surprised to find out what users like and dislike about your website!
You Could Create Something Useless
Most businesses are constantly trying to come up with new product ideas, but if you don’t talk to your audience it is possible that you will create a completely useless product. For instance, Bic released a line of pens that were just for women, which was completely unnecessary as women can use normal Bic pens without a problem. According to Forbes, this drove thousands of women to leave negative reviews on Amazon!
You Could Offend Your Customers
Many businesses create campaigns that offend the public, such as the recent “are you bikini body ready?” campaign, but this can be completely avoided if you speak to your audience before you create the campaign to find out if they like it or not.
Your Campaign Could be Unnecessary
Some companies decide that they want to rebrand themselves (such as when Coca-Cola released New Coke in 1985), but this is only necessary if your audience feel that it is.