JUNE

2012 INTERACTIVECD INCLUDEDBULLSEYE

IN THE ZONEDening the sweet spotGenerational marketing: the new buzz

Who, What, Where, When and Why

Getting to KnowYOUR TARGET MARKET

Is your company covering all the bases?

8 CRITICAL STEPS

And other questions you have to ask

WHO'S YOUR COHORT?

Why target marketing has a lot in common with dating

THE BEGINNING OF A BEAUTIFUL FRIENDSHIP

The art of letting others do the work for you

SHARING IS CARING

IN THIS ISSUE THE MARKET IS THE MESSAGE it's all about adjusting, adjusting, adjusting

"When you aim for perfection, you discover it's a moving target."

- George Fisher

01 / June 2012 BULLSEYE

At iNexxus we like to think of advertising as the beginning of a great relationship. It is where you introduce yourself, talk about what you may offer, and excite your future customer. If properly done, the conversation continues: you have made a new friend who not only engages with you, but also spreads the word to their vast network of

friefriends.

IIf you’ve ever stood alone at a cocktail party, you know that half the bale is stepping up to the right person. You want somebody who is going to listen to you and respond favour-ably to your initiative. That’s called target marketing.

02 / June 2012BULLSEYE

B Are they male or female? How old are they? Where do they live?

1.2.3.

03/ June 2012 BULLSEYE

But who exactly is this new friend? Choosing to gloss over this vital first step results in many un-necessary perils. It is critical to spend time defining your ideal client. Our advertising and marketing teams defidefine your market to a T. This not only helps you hone your message to a re-sponsive clientele, but also allows you to define known zones where growth can improve.

It’s no longer good enough to just say that 18-34 is your “sweet spot,” for example You need to drill deeper to get results. What else

can you say about your target market?

We will either find a way or make one. - Hannibal

What do they do for a living?How much money do they earn?What other aspects of their lives maer to do?

4.5.6.

04/ June 2012BULLSEYE

hen there are the general demographic categories that

allow for overlaps and broadening of your reach.

T1Generational marketing: Your market is not only defined by age but by region, socio-economic class, education, and ex-periences.

2 Cohort marketing: Tar-geting people who shared the same specific experiences.

3Life stage marketing: Groups of people who are passing through similar stages in life (graduation, marriage, people with pets, retire-ment).

05/ June 2012 BULLSEYE

nce you have defined your target market, you must then define who you are not targeting - and why. Is there anyone else who could be interested in your product? Can you situate your product a lile differently to grab a whole new seg-ment or niche? You might be surprised to see how malleable your brand or product can be.

o“Marketing begins before the product is launched.”

– Seth Godin

06/ June 2012BULLSEYE

Define your market

Increase your market

Maximize your market’s purchasing potential

Adjust your product or mmessage to appeal to a larger market

Minimize adverting expenditures

Focus your message

Set clear campaign targets

Achieve your goals

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The key to answering any of these questions, or posing new ones, is market research. Without thorough and broad research, stones get left unturned and sourc-es of revenue get left un-tapped. With the proper re-search - at every step of your campaign - you can:

07/ June 2012 BULLSEYE

IIt is of paramount importance that your customer enjoys his in-teraction with you. You want your customer to share this mes-sage with others, and to want more from you. It must be posi-tive, informative, and have clear value-add.

The message must be seen as an add-on to the product, not simply as a crass shrill to get you there. This requires sophistication and a healthy appreciation for your customer.

iNexxus is out there, making sure that your campaign goes the dis-tance from aracting “eyeballs” to closing the deal.

08/ June 2012BULLSEYE

09/ June 2012 BULLSEYE

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