As a wholesale supplier, we understand that our customers prefer to market our products with their own brand. To do so is simple:
Your goal, in any marketing initiative, should be to communicate with your targeted audience on an individualized basis. But there’s more to it than that. To successfully reach and motivate your target, you must use the communication channel they prefer and will most likely respond to.
The question is no longer which channel should I use to communicate with customers, donors, members, but under what circumstances should I use which channel? More accurately, the question is which channel will motivate my targeted audience to respond?
Start by getting to know your target audience…what is their age/gender? What are their buying habits and interests? What types of offers motivate them and finally, how do they want to communicate with you?
Why spend so much time researching your target audience? Because reaching out is only half the equation. No matter how compelling the story, your challenge is to provide the response method your audience is willing to use.
For example, donors over 70 typically want to write a check when making donations. Millennials are more comfortable using credit cards and donating online, but may also prefer mailing secure information. But to offer both audiences only one donation form (check or online donation) only makes donating convenient for one of these age groups.
For your next marketing project, take the extra time to understand what makes your target audience tick. That time is a wise investment, as it allows you to stretch your communications budget and maximize the value of your marketing efforts.