Do You Truly Know Your Target Market?

Are you preaching to the wrong choir?

While every business owner or marketing department head certainly has heard that basic rule of advertising -- know your target audience -- when was the last time you stopped to ask, "How well do I REALLY know my target audience?"

Say, for instance, you run a landscaping business. You know your target audience includes homeowners in your town. But if you take it a few steps further, you may just discover that your true target audience includes homeowners between the ages of 45 and 65 who live within a five-mile radius of the center of town and who have an annual income over $55,000. Sounds pretty specific, right?

The old adage "you can't please all the people all the time" certainly applies to your marketing efforts. Too many businesses try to be all things to all people, focusing on too broad a demographic. Narrowing your focus can result in a more effective use of your marketing dollars.

If you haven't taken this particular commandment to heart, it's likely affecting your marketing for the worse. Here's how to identify your true target audience.

Playing Detective

Get out your deerstalker. It's time to play Sherlock Holmes. Identifying your target audience involves a bit of research into demographics. Start by compiling a list of customer characteristics, including age, gender, location, income, education, occupation, ethnicity, martial status, and number of children. Now think about the last few purchases you made. How many of these factors influenced that purchase?

Narrow your focus down to the two most significant factors -- we'll call these your core factors -- and then choose up to two "secondary factors" to round out your market. You'll want to focus your research on these core and secondary factors to really get to know your target audience. Find out where they shop, what's important to them, which businesses they frequent (both online and off), and what problems they experience that your product or service can solve.

With those answers in place, it's time to delve deep into your audience and compile the data and information that make them tick. Resources for your research may include:

• U.S. Census Bureau


• Google Analytics


• Facebook Insights (analytics available if your business page has at least 30 "likes")


• Customer review sites (What other businesses are your customers patronizing on Yelp? What appeals to them?)


• Your competitors' sites and reviews


• Surveys or interviews with your current and past customers


• Hosting small focus groups

Keep in mind that you're also looking for psychographic information, such as hobbies, interests, lifestyle, attitudes, and beliefs. While demographic information tells you who is most likely to buy your product or service, psychographic data tells you why they're interested.

When you're compiling the data, look for common threads that run among your customers. Do they work in similar industries or have similar hobbies? Does your product or service appeal to families with two kids or single professionals? Seeking out similarities makes it easier to target relevant customers.

Develop a Profile

Now that you've gathered your research, develop a "typical customer" profile. The goal? To create an in-depth picture of who your customer is. Your profile should contain both demographic information -- age, location, marital status, etc. -- and psychographic information -- values, attitudes, political leanings, hobbies, and the like.

Your profile will help you determine where, exactly, to find your target audience. Do they tend to live in a certain neighborhoods -- or certain streets in certain neighborhoods? Do they patronize certain businesses because those places reinforce their values? The better you understand your target customer, the more easily you can tailor your marketing materials to appeal to them.

Remember, your customer profile and your target audience aren't static. They'll evolve and change over time, and so should your approach. Determining your target audience isn't a once-and-done proposition; rather, it's an ongoing task that grows along with your business.

Color in Print Advertising: Are You Sending Hidden Messages?

A printed marketing piece -- whether a brochure, flyer, catalog, or letter -- contains many design components. From margin size to font, use of white space to size and type of paper, the elements that go into a printed piece require much consideration. But when it comes to color, marketers all too often make choices based on personal preference, anecdotal evidence, or even hunches.

However, people actually devote time and effort to studying this stuff; researchers have uncovered a large body of quantitative data about the many ways color affects consumer behavior. Their findings can help inform color choices, so printed projects can better reach their intended audiences.

How Important is Color in Marketing?

In a nutshell: Very. A study by the Seoul International Color Expo found that almost 93 percent of consumers said visual experience is the most important factor when it comes to purchasing. Of these, almost 85 percent listed color as the major factor. Even more impressive, a report from the Institute for Color Research notes that most consumers make a judgement about a product within 90 seconds of first seeing it and that color accounts for 62 to 90 percent of their initial impression.

Color is also key in branding; a University of Maryland study found that using a consistent color palette increased brand recognition by a whopping 80 percent! Why? It's all about brain chemistry; our neurocircuitry is hard-wired to respond to color. Multiple studies indicate that color significantly improves mental processing, storage, and memory. And if you're still not convinced, consider that colorful ads are read 42 percent more often than black-and-white ads. Readers also tend to spend more than twice as long lingering on a colorful ad than on a black-and-white ad.

These numbers aren't exactly ambiguous -- color matters (a lot!) when it comes to marketing. But which colors are best?

Color Choice for Intended Results

While each individual reacts to colors in their own way, research indicates there are some common themes associated with colors. In fact, certain colors actually trigger biological responses, some of which improve attention and evoke emotions.

Red: Studies indicate that consumers tend to associate red with attention, vigilance, excitement, stimulation, and enhanced concentration. When products are featured on a red background, readers tend to have more positive thoughts about the product if specific descriptors are used, rather than creative or evocative language.

Blue: In contrast, readers preferred emotive, creative descriptions for products featured on a blue background. The cool color blue tends to elicit feelings of calm, safety, and openness, which can open the door to creative expression and exploration.

Yellow and Orange: Like red, these warm colors evoke feelings of excitement and attention. Orange tends to be associated with extroversion and energy, while yellow is often seen as optimistic and friendly.

Green and Brown: Both green and brown are associated with nature, making these colors effective for outdoorsy, rugged, or natural products or campaigns. In addition, green is associated with security, while brown is linked to seriousness.

Pink and Purple: Pink and purple both evoke associations with femininity and sophistication. Purple also connotes luxury and authenticity.

Black: For the ultimate in elegance and sophistication, nothing beats black. Glamor, power, dignity, and high-fashion are all evoked by the use of black.

White: As the absence -- or complete reflection -- of all colors, white evokes feelings of purity, simplicity, and cleanliness. It's also associated with happiness and peace.

When choosing colors or combinations for your print ads, keep these associations in mind. Select colors that support your messaging, rather than subconsciously undermining it.

Printing: Greener than You Think

Everyone who's worked around printing has undoubtedly heard the same mantra at least once or twice: Save a tree -- don't print. While it's true that climate change is a major challenge facing our nation and the world, the idea that printing is contributing to deforestation is a misconception. Research indicates that the number of trees in the U.S. is actually on the rise. Tree farming -- the source of most paper products -- is the cause.

In reality, printing is a sustainable industry that actually benefits the environment. Let's debunk a few of the myths surrounding printing... and discover why it's greener than you think.

Myth #1: The Number of Trees in the U.S. is Declining

Actually, the opposite is true. Statistics from the Food and Agriculture Organization indicate that forest growth has exceeded harvest for more than 60 years; in fact, forest growth volume is 380 percent more today than it was in the 1920s. That means that the country is actually home to 20 percent more trees today than on the first Earth Day in 1970.

What's behind this growth? A few factors, including:

1. Expansion of national parks


2. Population shift from rural to urban areas


3. Sustainable tree farming

Number three is especially significant for the printing industry. Every day, those who privately own and manage forests, tree farms, and tree plantations plant about 4 million trees -- or three times as many as they harvest.

Myth #2: Printing Kills Forests

Only about 11 percent of harvested trees are used to make paper (while 53 percent are used for fuel and 28 percent for lumber), so that "think before you print and save a tree" saying isn't accurate.

In fact, printing actually contributes to the increasing number of trees. How? When there's a healthy market for sustainably grown trees, landowners are much more likely to continue using their land to grow and maintain forests, rather than sell land off to developers. The more land that's used for sustainable tree farming, the less pressure there is on primary forests to produce wood fiber.

Myth #3: Going Digital is Better for the Earth

As it turns out, not so much. Do you know what materials are used to manufacture those iPads, smart phones, e-readers, and laptops? Let's compare e-readers and books.

Materials: An e-reader requires extraction of 33 pounds of minerals and 79 gallons of water; a book requires two-thirds of a pound of minerals and 2 gallons of water to produce.

Manufacturing: Making an e-reader requires a heavy energy input of about 100 kilowatt hours of fossil fuels and produces 66 pounds of carbon dioxide; a book requires 2 kilowatt hours and produces about a pound of CO2.

Health Impact: The adverse effects on human health -- such as toxic emissions -- of making an e-reader are 70 times higher than that of making a book.

Disposal: E-readers contain toxins that can leach into ground water if not properly recycled; a non-recycled book decomposes in a landfill, generating about twice as many emissions as the manufacturing process.

A few other facts to consider: In the U.S., more than half the energy expended on paper manufacturing comes from renewable resources, and printing is a one-time input of energy. Digital devices, on the other hand, require constant energy. Plus, Americans generate more than 13 million tons of e-waste per year. Overall, the environmental impact of one e-reader is equivalent to about 100 books, according to the New York Times.

Given the numbers, it's easy to understand how printing contributes to a greener Earth.

What Cities Can Teach Us About Branding

Quick, what comes to mind when someone mentions they're going to visit New York City? What about Washington, D.C., Toronto, or Paris? Every city has something that makes it unique, even if it's not far from other metropolitan areas.

Washington, D.C., and New York are only about five hours apart, yet the two cities are remarkably different. Those visiting New York for the first time might be interested in trying their first New York bagel, visiting the Empire State Building, or seeing Times Square. Those venturing to Washington, D.C., will be more interested in seeing the major buildings of the U.S. government and visiting the monuments found around the city.

No one ventures to New York and then says, "There's no point in going to see Washington, D.C. It's going to be just like New York." Why? Branding.

In many ways, cities have done a great job of branding themselves to potential visitors. They've created an atmosphere and a 'product' or experience that is so unique visitors know they won't receive it anywhere else. When people hear certain cities' names, they already have perceptions about what they can see and do there and an idea about whether or not they should bother with such a trip.

That's what branding is all about.

What's distinct about a well-branded company?

A well-branded company has a strong customer presence. Potential customers know and recognize the brand name and logo. They have ideas about what the company offers and if the product is worth the investment. Advertising focuses around reinforcing that brand and helping customers create positive associations with it.

What your company can learn from the world's major cities

Today's major cities strive to offer visitors something no one else can. Washington, D.C., for example, is the only city in the world that can offer visitors the chance to visit the seat of the U.S. government, and they have capitalized on this appeal. In addition to government buildings, the city boasts a number of war memorials, presidential memorials, and museums. Even if these additional sites were not planned solely to market the city, they've created a unique and desirable environment for visitors. This is similar to what you should look to accomplish for your company.

How your company can offer a similar appeal and uniqueness

No matter how oversaturated your industry might be, your company must be able to demonstrate its own unique strengths. Just as each major city manages to create its own culture and attractions, your company must determine what makes it unique compared to the rest of the competition. Perhaps you offer unique guarantees or better prices. Maybe you provide a superior buying experience or higher-quality products. Whatever your strengths, you should work to determine where your customers are still left wanting and then fill that niche. Use that niche to create a unique experience that customers can expect when they come to you. Work to brand your company, so customers know to expect this type of product or experience when they use your company.

Just as cities around the world have created unique markets for themselves by offering experiences that only they can produce, your company can brand itself to offer something special. When customers know what they can expect from you and how your experience or product is unlike anything else, they'll be far more likely to keep coming back. Let us know if you're ready to start exploring what makes your brand completely unique!

How Adventures on a Playground Affect Adventures in Business

Anyone who's visited a children's playground in the past few years has likely noticed stark differences from the jungle gyms of the 1970s and early 1980s. Today's equipment is very sanitized. There are very few ways for children to possibly injure themselves. Signs clearly indicate the age appropriateness of the equipment and discourage smaller children from trying the equipment designed for older children. Over the past 30 years, it has been increasingly common for towns, cities, and designers of playground equipment to create playgrounds that maximize safety and minimize the risk for the children and themselves.

Those who hang around playgrounds have also become accustomed to the sight of overprotective parents. These parents monitor their children's every movement and interfere at the slightest suggestion of a struggle or their child having a disagreement with another child.

The motivations are understandable. No one wants children to get injured while playing. However, in an effort to keep children safe, developmental professionals have noticed in recent years that children are starting to miss out on some important parts of growing up. Children lack the opportunity to challenge themselves and learn to problem solve without adult interference. Some developmental experts have become increasingly concerned that many children today are not being provided with the chance to develop important life skills, such as managing risk or resolving conflict, and this could hinder them as adults.

What this means for business

Children today are teaching us all that challenge is critical for development. Challenge provides the opportunity to grow and learn. When we embrace the chance to try something new, we can learn from mistakes while also discovering interesting and useful information and skills. Embracing challenge is the key to getting ahead in life and in business. By judging risks, we all measure what we have to gain versus what we have to lose and decide if the jump is worth making. Learning to do this wisely can take a company to new heights.

How to apply these lessons to your business

As a business leader, take the opportunity to embrace challenges when they arise. Continually playing it safe isn't the way to grow a company. Companies are able to grow and expand when the leaders test the boundaries of what the group is capable of achieving.

In marketing, this means being willing to try new techniques or experiment with exciting ideas. The current leaders in marketing didn't get there by following the old leaders. Instead, they got creative with their ideas and experimented to see what worked. Businesses of all sizes can run the same types of experiments. Even small businesses can test to see what customers respond to better and what generates more conversations.

As you plan your marketing, find out what makes your consumer base unique, and use that information to develop lofty yet tangible goals for your company. Get the entire team excited about reaching those goals. Set the stage to encourage team members to gauge risks and take appropriate action to see what the company is capable of accomplishing. Determine where the company has room to grow, and develop plans to get there.

Playing on sterile, overly safe playgrounds with overprotective parents hovering over them has created an environment where many kids can no longer explore and determine their own capabilities. As developmental specialists warn us all against heading too far in that direction with the next generation, we must also be careful to avoid falling into that trap with our own lives and businesses.

Taking risks, stepping up and meeting challenges, and offering workers the chance to grow are essential keys to making a company successful. If you're looking for ways to start reaching for the stars and want to take your marketing to the next level, give us a call. We'd be happy to help you get started.

Business Card Marketing: Evolution of the Smallest, Most Versatile Marketing Tool

Quick: Which single piece of marketing collateral combines two old adages -- "first impressions are the most important" and "a picture is worth a thousand words" -- and proves them both true?

It's the trusty business card, of course! Given the wealth of information this compact little marketing tool holds and delivers in just a few inches of space, it's no surprise they've been popular since the 1400s. Today, business cards are still evolving, with ever-more creative designs and options.

A Rich Past: The Social History of the Business Card

The forerunner of the business card stretches back to 15th century China. At that time, royals and aristocrats would send their servants to the homes of other members of the upper classes, bearing "visiting cards," announcing their intent to pay a visit.

Two centuries later, the practice caught on in France. During Louis XIV's reign, visiting cards became all the rage in high society circles. Proper gentlemen and ladies handed out "calling cards" as a means of social introduction and as a way to request a meeting. Over time, the practice became more formal, and many rules surrounding the use of calling cards came into play.

The practice made its way to England and across the pond to the U.S. in the mid-19th century, bringing a strict etiquette along. For instance, a married woman had to hand out her husband's cards along with her own, in order to avoid seeming risque. Also, the way a card was folded conveyed a message. These early cards were usually engraved on glossy paper and, along with the caller's name, often featured a design such as a family coat of arms, flowers, or hearts.

Reaching Into the Business World

Around the same time, calling cards began making their way into the world of commerce. Known as trade cards, these early business cards were used both as advertisements for businesses and as maps to point the way to stores. Trade cards were usually printed using woodcuts or engraving and used monotones. They featured the name of a merchant, their address, directions to the business, and often a reproduction of the store's sign.

Unlike social calling cards, the use of trade cards wasn't limited to the upper classes. After the widespread use of the printing press created a boom in print advertising, trade cards became less of an advertisement and more of a way to introduce oneself and one's business. Most were printed on white card stock with black ink, a trend that continued until recent decades.

Today, business cards are just as ubiquitous as ever -- but much more creative in design.

The Boom of the Creative, Innovative Business Card

As digital and printing technologies continue to improve, so do business card designs. Long gone are the days of monotone cards with little to no personality. Instead, many people choose to create business cards that truly reflect their business and their own unique personality. In doing so, they make their company stand out to potential customers.

Some of the most innovative and clever cards integrate functionality into the card itself; for instance, a jeweler might create a card that folds into a ring sizer, a tire company might print a tread gauge on the bottom of the card, or a tailor might choose a folded card that can be unfolded and cut into a measuring tape.

Some modern business cards are just plain fun, such as restaurant cards that can be folded to look like little menus, or cards with cut-outs in the middle to create finger puppets.

Of course, your business cards don't have to be over the top to show creativity. Just a little something different can make them stand out in a sea of traditional (boring) cards.

Connect With Your Customers

No matter how great your product or service is -- and we know it's great -- customers still make buying decisions based on emotions. Sadly, most businesses don't strive to create that personal connection that influences buying behavior. When it comes to effective sales and marketing approaches, building relationships with customers is key. But how can you bring that all-important personal touch to every transaction and really make your business stand out?

These best practices will help you nurture personal connections with customers and build brand loyalty.

Ask First, Sell Later

Before you jump right into a standard sales pitch, take the time to ask your customers a few questions. More importantly, really listen to their answers. A bit of gentle probing will help your customer articulate exactly what it is they need. That, in turn, will allow you to clearly explain exactly how your products or services will solve their problems.

This way, you're not simply pushing something that they may or may not really need or want. Instead, you're taking their unique situation into account and providing a personalized, customized solution. At the same time, you're building rapport by creating a personal interaction that's so important.

Again, really listening is key. While your customer is speaking, stop what you're doing, take a breath, and simply listen. Don't attempt to think ahead and formulate answers before they're finished talking. Remain in the moment, and place your full attention on them. They'll notice the difference!

Quid Pro Quo

Keep on building that relationship by offering some personal information about yourself, too. Don't worry. You don't have to give out your Social Security number or your home address. In fact, avoid TMI at all costs. Sharing just a bit will humanize you to your customer. Talking about where you where born, a common hobby, a sports team, or even a recent movie you watched or book you read can make a real impact.

Scientific studies support this strategy. A 2009 study in the Journal of Consumer Research found that customers were more likely to buy -- and to be happy about their purchase -- when a salesperson shared personal info like a birthday or a birthplace. But don't fake it; the study also found that creating similarities where none really exist simply to make a connection tended to backfire, especially if the customer found out later that the salesperson wasn't being forthcoming.

Keep in Touch

Regular newsletters are a great way to keep in touch with your customers -- with the added benefit of keeping your brand in the forefront of their minds. CIO recommends sending a newsletter at least 10 times per year. Make it simple to scan and read, with short, concise articles and a prominent table of contents so customers can find what they're looking for with ease. Focus on relevant content that your customers can use, making your newsletter something to look forward to.

That Personal Touch

Sending a handwritten note or postcard is a great way to ensure that your business stands out. Handwritten communication proves beyond a doubt that you've taken the time to sit down and make an effort, which makes your customer feel valued. Try to include personalized content in each note to really make an impact.

These simple steps will help you build that human connection that's so key to driving sales and customer loyalty.