How would you describe your ideal customer demographic? Whilst a good starting point will always be ‘people who have the money to buy my product’ it may well be worth thinking a little harder on this one.
As a business grows, a targeted public relations campaign can be a better investment than employing a ‘scatter gun’ approach, so where exactly would you like to target? Each of you will, of course have a slightly different answer. So without being specific, how exactly is my rambling going to help you? Well here’s an example that did not go quite to plan.
Product placement is a grey area somewhere between PR and advertising which is said to give a product the opportunity to become subliminally aspirational to the audience. So how about your product that has previously failed to make the desired impression, let’s say it’s a car, gets offered a starring role, as a time traveller, in a Hollywood blockbuster.
The film spawns not one, but two sequels, both successful and both featuring your car. Surely your previously mothballed factory springs into life and your success is guaranteed? Unfortunately not, a car that every child on the planet wants is not a car that every parent on the planet is going to buy (even if it does have gull wing doors)!
Fantastic PR, totally wrong audience. So I have, in fact, given you the first consideration for deciding on your audience. First rule of targeting ‘people who have the money to buy my product’.
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