President Douglas Ebenstein – Residential Real Estate, founding partner of Armani Marketing Consulting, Inc., has created a simple yet powerful formula for any brand and for the efficient execution of marketing strategies. This article describes the framework that will help your business convert a marketing message into a sales message and help you identify what types of marketing messages are workable for your target audience.
The first thing you need to understand is the basic concept behind a media plan. A media plan is a plan for the execution of advertising and marketing messages so that they reach the right audience. When an audience member hears or reads something they’re interested in, they become a potential customer.
If you’re targeting an audience that’s very young, it’s hard to get attention. Young people like to get information for free, so they’re not going to open an email that’s hard to read. So you need to find ways to keep your messages interesting without being too complex or too heavy on the ads. Let them see how you can help them by offering help to get ahead.
You’ll want to target the demographics of your audience. In advertising, this means seeking out a general audience of people under the age of 25. At the same time, if you’re running a business enterprise that is less than two years old, you’ll want to seek out an audience of people over the age of 40. Remember, you’ll be working to expand a niche market, so you want to target a younger audience, while getting a message across to a larger audience over the age of forty.
Before you can work to target audience, you need to understand your audience and its wants and needs. What types of products or services do your audience have an interest in? Do they like to shop, or do they like to travel? It all comes down to specific interests and behaviors. Thisis important because it allows you to create marketing messages that appeal to the group and not just to a single person.
Douglas Ebenstein’s marketing plan is also known as the Marketing Pyramid. It represents four main categories:
Let’s look at each of these areas and consider how you may be able to meet the desires of your audience.
The audience likes to shop: Everyone loves to shop. They appreciate the ease of having a source of items or services that they use regularly. You can bring the thrill of shopping to your target audience by keeping the message simple with a no-frills approach.
The audience likes to travel: They may prefer not to shop, but their interests may still allow them to purchase goods and services on the go. Showing them that you understand the thrill of the experience will help your message resonate. For example, offer freebies or rewards that they can take with them when they travel.
The audience likes to socialize: Everybody likes to be around others who share similar interests. The challenge for most businesses is to find ways to get the message across in a way that will get their message across. Invite them to join your group, and then begin to show them how they can be successful.
The audience likes to get ahead: If you’ve been selling to an audience that isn’t working hard enough to get ahead, then you’ve been working at the wrong audience. All audiences need to learn to see opportunities for growth. If you can find ways to do that, then your message will be valuable. If your message fails to connect with the audience, it won’t matter how much you sell them–the only customers that matter are the ones who see the opportunities and jump on the bandwagon.
Douglas Ebenstein’s marketing message and pyramid are both powerful, but they’re simply the beginning. The next step is to create the network of relationships that will allow your business to flourish.