Search:

The Downsides of a Broad Target Audience

The more customers you have the better. Following this, the more customers you try to target with your marketing the more you’ll gain, so why wouldn’t you go for a broad audience? In reality the more people you try to reel in with your marketing the more trouble you’ll have, rather than more sales. Even though it isn’t quite a matter of marketing, I’m going to use catalog printing as an example for this article, because I think one can easily apply what I have to say about catalogs to marketing as well.

When using print catalogs, the first decisions you have to make is how many products you’re going to put in your catalog and what type of products they’ll be. This can be a difficult decision, especially if you have a wide selection of things you sell, and the final results will be greatly different depending on what type of products you picked in the end.

Knowing your market is going to be the best way to indicate what type of products you decide to put in, and the more you try to spread yourself out the less of any given type of product you can choose from.

Let’s look at the idea of a department store releasing a catalog that has a wide selection based on the broad field of products they have. You are quite literally sending these catalogs directly to a person’s home, meaning you can pin point who you’re trying to target very effectively.

If you have a lot of electronic equipment that you sell, but then you also have a lot of clothing that you sell, you’ll be hard pressed to find a large audience that has interest in both of these things. If you’re sending your catalogs to people who have more interest in the electronic end of things, than the clothing part of the catalog is largely going to waste, and if you’re trying to target people who enjoy the clothing section they might not care much for the electronic part.

The real problem comes from the fact that both sides might then favor a different catalog that is dedicated to only their tastes. The electronic people will go for a catalog that has almost nothing but electronic equipment, or other things in their field of interest.

By trying to pull in too many people with the same catalog you’ll end up pushing many people away rather than generating a lot of solid business.

As I said before, all of this applies to more than just catalog printing. Any kind of marketing is going to have to choose between trying to get a wide audience or trying to have a better success rate with a specific audience. The wider you try to cast your net the weaker that net becomes, and the lower your chances are of getting the sale.

Niche Article Directory: http://www.thatsmyniche.com

For more information, you can visit this page on catalog printing

Please Rate this Article

Not yet Rated