Any advertising campaign should begin with choosing the target group and describing a customer persona. Here are some of the most common mistakes to avoid.
Choosing an insolvent target groupCorrelate the cost of your product with the ability to purchase it by your chosen target audience.
Misidentification of needs, pains, dreams, valuesSpeak with potential customers to understand their true need and values they are looking for or your advertising slogans will worth nothing. What is very obvious is not always correct. What do customers really need? Test hypotheses by interviewing potential and current customers.
You don’t match with the chosen target groupDo your knowledge, skills, quality of products and services match the expectations of the target audience?
Too broad target groupIf you sell everything to everyone, then prepare yourself for tough competition, huge advertising costs, and low margins. Define your uniqueness. Segment your target audience and make clear proposals.
Too narrow target groupExpand your audience so you don’t hit the ceiling when running your ad campaigns.
Review your target group before finalising a budget and marketing plan for the coming year, as well as when getting new information (research results, new trends).
If the plan didn’t succeed during six months while the product has been on the market for a long time, consumer preferences may have changed and you didn’t react on time.
Revise the target group every time before changing the design or product characteristics.
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