Reaching New Consumers With the Right Campaign
The economy is tough, but creating a marketing campaign aimed at young consumers doesn't have to be. Here are a few tips to help you get the most out what you put into the creation of the campaign and, perhaps more important, what you get out of it:
- Put together a team in your company that shares the wants, needs, desires and habits of your target audience. The members should be responsible for market research, focus groups, street teams, etc ... If your company is downsizing, yet still needs to fill a role on that team, offer the position as an internship through your local college or university. Students need the internship credit and will most likely be happy with whatever stipend you can offer. Remember that the team needs to be as diverse as possible, representing different genders, lifestyles, ethnicities and ages. Those differences will help broaden your marketing capabilities.
- Engage with these consumers to discover what they want. Form a bond with your target audience through brand consistency and then drive that brand through social media sites. Keep in mind that consumers not only use these portals to make and maintain friendships; they use them for research. If you want to engage young consumers, you have to delve into their lifestyles and become part of their daily lives. Also make sure the product set you're aiming at this audience is made up of the latest "it" or must-have items.