Broad Spectrum vs. Targeted Marketing

Feb, 07 2012 by Lisa M

Guest blogger Jake Fisher of S&S Promotional Group discusses Broad Spectrum Marketing vs. Targeted Marketing

In today’s world of advertising it is easy to have your message lost in the massive amount of ads people see everyday. It’s time to take a look at your advertising budget and decide if you are spending it wisely.

Broad spectrum advertising is your typical types of advertising, TV, radio, newspaper, it’s the sending your message out to 100 people and only 3 of them might be potential clients. Think about how much a potential client is worth to you, what would you pay to be able to speak with one qualified potential client? There are ways to reach these potential clients without having to waste your marketing budget marketing to the 97% of people that aren’t interested in your product or service, that’s using the targeted marketing approach.

Everyone has an idea of what their ideal customer is, what is your ideal customer’s hobbies, where do they hang out? If your ideal customer is an outdoor enthusiast, try setting up a booth at a boat show. You don’t have to be selling boats to have a booth at a boat show. Have something to give your ideal client to remember you by, if your ideal client is worth $20 to you to speak with them, try giving them a gift that is worth $20 with your company name on it.

Marketing is like fishing, you don’t just find a random spot on the lake and toss out an empty hook, you find that perfect spot and you pick the right kind of bait.

Lisa M

Lisa is the Marketing & Campaign Coordinator at the United Way of Grand Forks, East Grand Forks & Area. She is a graduate of the University of North Dakota where she earned a BA in Communication.