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Like most marketers, I know that audience research is crucial for an effective strategy. So, as I begin working on a campaign, I try to get as much hard data as possible about my client's target market. Most of my clients are able to provide me with some form of information, but sometimes what we receive is not entirely accurate (especially when it comes in form of anecdotal data), or is no longer an accurate representation of what the client's target audience wants from them. In those cases, I try to take things one step further and reach out to the audience directly. After all, research can only be effective if the trends you uncover are truly relevant to your own unique market.

This past week, I had the opportunity to run three focus groups for one of our clients. During the campaign development phase leading up to these focus groups, my team had had access to some great information about our target audience including data from well-known and reliable sources, as well as industry studies available to our client to guide us in shaping our message and creative materials. We crafted some beautiful pieces with strong content. Based on what these studies had told us, we felt that our work would communicate well with our audience and both my team and my client felt confident about the end product.

Published in The Marketing Edge

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