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A great way to target specific audiences is to think about the locations where these types of people can be found. Certain locations attract certain demographics, and advertising in these spaces can increase the chance of your message going out to the right people.
It’s also important to consider what a person might be doing in a certain location so that you can get your message across in the best way possible – if it’s a place where someone is waiting around, you can take more time to deliver your message, whereas a quick message may be necessary for locations that people quickly pass through. This post delves more into how to target certain locations to generate maximum leads.
Targeting people in their homes
One of the best places to target consumers is in their home. This can be a great space for advertising all kinds of products and services – specifically B2C products/services related to the home or leisure.
By selectively targeting certain neighbourhoods or certain types of home, you can also reach out to specific consumers. For example, want to advertise your gardening services? Look for houses in your area that have gardens. If you run a premium landscaping service, focus your attention on affluent neighbourhoods where people are likely to have the spending power.
A few ways to target consumers at home include:
- Direct mail: Consider posting flyers, catalogues and leaflets through people’s doors. These can be targeted selectively at specific homes. While some people may see this as ‘junk mail’, there will be people who take the time to read this mail – especially now that emails have reduced the amount of physical mail that people receive.
- Social media ads: The morning and evening at home are peak hours for using social media. Aim to publish adverts or strategically post during these hours.
- Emails: A lot of us read out personal emails while at home. B2C companies can particularly benefit from setting up mailing lists for their product or service, using this medium to keep people updated with deals, events and new products.
Targeting people on their commute
Urban professionals, service workers and students all travel the same path each day to get to work/school/university. The monotony of this routine and the repetition can make many commuters more perceptible to noticing adverts.
What types of products and services are excellent for promoting to commuters? Food & drink, holiday deals, recruitment ads, handy gadgets and clothing are all examples of things that might grab people’s attention.
A few great ways to target commuters include:
- Public transport ads: Consider looking into TFL advertising, train station advertising and bus stop advertising. It’s possible to craft slightly more detailed ads in these spaces, because people are likely to be waiting around. At the same time, they still need to be eye-catching.
- Posters and billboards: Placing posters and billboards along busy roads and walkways can help you reach out to commuters. Try to keep your message quick and short in these spaces – people need to get all the information they need at a glance.
- Radio ads: A lot of people commute by car while listening to the radio. Broadcasting an advert on the radio during peak commuting hours on your local radio station could help you reach these consumers. Just be wary that radio ads can be more expensive to broadcast during these peak times.
Targeting people at work
What’s the best location for B2B advertising? Targeting business owners in their workplace is one of the best strategies. This involves targeting offices, stores and other commercial buildings.
Try to hone in on industries relevant to your product or service. For example, if you’re a supplier or manufacturing machinery, you could create a catalogue and mail it exclusively to factories.
There are a few different ways to target people at work:
- Radio advertising: The workplace is a prime location for people to listen to the radio – and therefore can be a great marketing channel for promoting business products and services.
- Emails: Business owners have to keep on top of their emails and are therefore likely to open any promotional emails you send them. Take your time to find the address of key recipients that hold some level of power in the company and try to personalize your email so that it passes through spam filters.
- Direct mail: You can also use direct mail in the form of flyers, business cards and catalogues.
Targeting people travelling and on holiday
When it comes to promoting high-end B2C and B2B products, focusing on airports and airplanes and hotels can be worthwhile. Frequent flyers and travellers tend to have a lot of spending power and are the types of people who will pick up most on these types of adverts.
Travel is a chance for escapism, so focus on positive messages or products that sell a luxurious lifestyle. Think travel deals, attractions, jewellery, watches, high-end fashion or financial services that promise to bring wealth.
A few examples of advertising to use in these spaces include:
- In-flight magazines: Many airlines will have an in-flight magazine which you can pay to put adverts in. Target high-end airlines to reach wealthy consumers and budget airlines to target everyday consumers.
- Airport posters: Airports are great places to advertise products and services using posters. Target lounges with more detailed posters and corridors with more simple posters.
- Hotel cross-promotion: Plan to promote a hotel on social media in exchange for them promoting your product. This is best suited for advertising local leisure services and attractions like restaurants, taxi services or local museums.
Targeting people in public leisure spaces
There are many public leisure spaces like gyms, restaurants, hairdressers, malls and bars when you can also target consumers. This is a great place to target B2C products focused on leisure. When it comes to niche products and services, you may even be able to find specific locations that cater to this niche.
What are some great ways to advertise within these spaces? A few solutions include:
- Posters: Some public spaces are willing to put up posters of local businesses. For example, many local bars and gyms have walls where they are willing to promote other businesses.
- Location-targeted notifications: Did you know that it’s possible to send app notifications to people when they enter certain locations by using geofencing? Burger King famously did this with its ‘whopper detour’ campaign – sending push notifications to Burger King app users every time they went near a McDonalds.
- Guerilla advertising: Strategically leaving a business card on the table of a hairdresser waiting room, placing a branded bookmark in a specific library book or placing a sticker on a bathroom stall door in a bar could be unconventional ways to promote your brand.
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