09/18/2020
EVERYONE IS NOT A DEMOGRAPHIC
Running hundreds of webinar and workshop campaigns per month has given us insights into what advertising works (and the types of campaigns that suck). The difference comes down to whether you are trying to reach your target market or your niche demographic.
A target market is going to be much broader. For the most part, our industry’s target market is people 55 and older. This is too broad. When you start creating content that tries to appeal to everyone you’ve ever met in that target market, then it’s ultimately going to appeal to no one.
Drill down a little deeper though.
If you target a niche demographic instead, you are now going to target a much smaller pool of people to target. This isn’t a bad thing. You are now enhancing your advertising to get the people you really want: the ones that will respond to your advertising.
So instead of targeting everyone within a 10-mile radius of your office that’s 55 and older, try targeting women that are 55 and older. Now there’s more to it than just choosing a niche versus a market and running the same ads, you have to make sure your copy/imagery/and messaging is on point for the campaign.
This was the concept behind different programs like Women’s Retirement Roadmap which focuses on the retirement issues that are unique to women. It currently is one of our best performing programs because we’ve taken a niche demographic and targeted it with a very specific message of how they will get value out of a webinar or workshop.
Want to find out more about topics we are using to target niche demographics?
