Know your Audience to Improve Advertising
Audience is everything. In business, our audience is the customer. The importance of advertising should never be underestimated, especially in a marketplace that is becoming increasingly competitive.
Many new sellers can benefit from marketing their products. Branding and marketing will stick with customers long after the purchase. Sellers must know their audience and market accordingly. Just coming up with a “reasonable” price based on how much it costs you can lead to missed opportunities.
Think about McDonald’s and Carl’s Jr. In the late 1990s and early 2000s, each focused their marketing on a specific audience: kids and young adults, respectively. Their advertising campaigns and their products specifically targeted their audiences. McDonald’s pushed Happy Meals with toys and included PlayPlace in some of their locations while Carl’s Jr. focused on sex appeal and big burgers to market to older audiences. Even Carl Jr.’s commercial with Paris Hilton was a wild success because of the discussion it generated.
Sellers can benefit from asking some simple questions to focus their audience, branding, and marketing. It is difficult for sellers to market to the same audience as a big, established company, so to compete, sellers must find a niche segment. Some questions that sellers can ask are:
- What are their educational levels?
- Who is my target demographic (age, ethnicity, gender)?
- What are their income levels?
- What are their values?
- Where do they live?
- What are their jobs?
- What are their personalities?
The answers to these questions will help sellers focus their branding and lead to better marketing. For example, take a company that wants to sell reusable water bottles. The target audience is college graduates in their 20s. Research shows that this demographic is concerned about health and the environment. Knowing the age, educational level, and values of a demographic will determine the materials the company can use to manufacture its bottles, and that information will also affect the price of the finished product. Too low of a price will diminish the audience’s impression of quality, while a high price may alienate the audience.
Details about the target demographic will also affect the kind words used on the product packaging, as well as the language and tone on the website or product page. Being able to say that the product is 100% biodegradable, BPA free, or that a portion of the proceeds go to plant a tree will appeal to this target demographic. Such features can be prominent in the features section of the detail page.
Make sure that your photos follow Amazon’s image policies. Our article not only provides some tips for product photography, but it includes some advice for Amazon images as well.
New sellers who are thinking about branding and marketing would be best served to consider their audience instead of just jumping in and assuming that people will buy products based solely on price. While price is often the determining factor in many people’s purchases, it’s not the only factor.