Who are you trying to connect with? What is the demographic? Call to action or branding? So many things need to be understood in order to impactfully reach a targeted group. The first step is to define who the audience is, what is their behavior, what is most important to them, and of course, what is their purchase power so we can know what we should offer them.
1. Do your research! Not only it is important to know your market, but within the market who is your target audience. You can create profiles to better understand trends within your target audience.
2. Determine key factors for engagement! Once you know your audience, and their interests, demo, and purchasing power, you can select products/services that best align to this group. You can also select information that is imperative for this group to engage, understand, or key to ensure your product is top of mind.
3. Develop your content! Ensure the content, language, or promotion you are using is of interest to the audience and you are connecting to them through culturally appropriate visuals.
For example, let’s take a look at some of ROIG Communcaitions’ data on Hispanic Product X Buyers.
The product is sold in two different locations: Market A and Market B. Once we do our research we will be able to see that eventhough both Market A and Market B want to target Hispanics, Hispanics who live in each market differ most importantly in their income. (see graphic below)
Since Market A has a higher income level than Market B, you can also evaluate upon further research that education levels differ as well, and therefore the media planning for both markets should be different and align to this. Are they billingual? Should we pick radio over print, or both?
Based on the graphic below, we can say that based on income levels, Hispanic buyers will have to be reached by different promotions. Most likely different products will be of interest to each group, and the unique value proposition of each group will differ too. Maybe Market A wants quality and innovation, while Market B focuses on price specials and accesibility.
Although you may be selling to Hispanics, not all Hispanic markets are the same, therefore not all Hispanics have the same needs and they need to be reached in different ways. This could include different content, using different media platforms, and even sometimes best selecting which products or services the client offers to each group.