Developing An Advertising Plan: Part 2

by Molly Clubb | Nov 12, 2012

This is a continuation of a series of Blogs: Developing An Advertising Plan That Will Work for You. We're here to help you with your annual planning and marketing strategy and help keep you on top of your game. Molly is currently accepting phone appointments to brainstorm a strategy that's best for your ranch and help you develop a plan. We encourage you to take the time to plan your marketing/advertising, message strategy, sale consignments and other items ahead of time and take some of the stress off scrambling for these items at the last minute.

Part 2:

Define Your Target Market
Once you have answered the three questions listed above you should feel confident and ready to dig deeper in to developing your advertising plan.  Answering the questions throughout this article will allow you to further develop your plan with success. Several examples are also included to assist you.

Who am I trying to reach? Who is my target market?

The audience you want to reach is your target market. In order to determine your target market, you may need to do a little research. You will want to know what the consumer thinks about you and your competition. It is extremely important to know who your audience is, so you can create the right message for the right people.

When defining a target audience it’s very easy to focus on “typical” demographics such as household income, buying power, age, gender, etc. but one area that is often overlooked are Psychographics. Psychographics look at how a prospect will approach the purchase decision. Is it high or low involvement? Rational or emotional? Are they looking for security or a thrill? Are they looking at the purchase as a long-term investment or a quick turn-around?

Define Creative Strategy/Target Message
Once you’ve narrowed down your target audience, you can begin the process of deciding what it is you want them to know about you. While there are many ways to position your breeding program or service, you should always try to appeal to the needs and wants of your target audience. Once you understand their needs, you can create a message inviting them to take specific action.

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