I think businesses are beginning to understand the power of focused advertising.  It cost a lot of money to get your message out there in front of prospective customers.  And it makes little sense to spend that money on people that are not going to be your customers.  Advertising in the newspaper, when your customer base only represents 10% of the papers demographics, is not money well spent, whereas, if you can spend the same money in a format that is 90% of your customer demographic you have a much higher probability to reaching your target customer.

So if you begin to think this way, you will understand that the first thing you need to do is to evaluate who you customer really is.  Not only who the customer is but what is the motivation for this customer to take advantage of your product.

Let’s think of an example.  Let’s say you are a deli and you want to increase your evening business.  Well a deli is not a place I think about going to dinner and especially during the week.  But you could sell a wonderful dinner package for carry out.

Now who is a customer that would appreciate this service?  Well, I would think that any family that both parents work would greatly appreciate a good meal that would be easy to grab on the way home.  If this is working for you so far, let’s start identifying the locations for you to advertise.

Perhaps you could buy a banner ad on local daycare websites.  I say local, primarily because the parent is driving right past your deli to pick up their child.  You, too, should check with larger employers in your area.  They may have a method of promoting deals to their employees as part of a benefit package.

Maybe you could work out a deal with the movie theater down the street.  Where you both agree, if the customer shows your receipt at the theater they get a 10% discount.  Likewise, if a customer shows a ticket stub they get a 10% discount off their meal.  The advertising could be put together in one ad that you split the cost of with the theater.

So, what happens if you do not have a deli, or one that is open in the evening?  How can this work for your insurance office?  Your travel agency?  Or your scrap booking store?  Get to know your customers.  Find out their needs and how you can help.  And then find out where they hang out.

Oh, and by the way, if you own the daycare you might want to consider selling banner ads on your website.  Creating multiple income streams, you know.

Photo by tony newell

Other posts you may be interested in:

• Is your business like an island?
• The Potential of Partnerships
• Business Communities – Do Not Need to be Neighbors

Tags: advertising, collaboration, new ideas