Print

It’s important to know your audience

It’s important to know your audience

It was a rainy day at the studio in Bernardsville. Despite the inclement weather, we spotted the mailman trekking up the hill, determined to fulfill his duties. Surely he must have something important to deliver on such a day. To our disappointment, all we received were two glossy magazines that had nothing to do with our business or practical lives. Were these magazines sent to us by mistake? No. Someone, somewhere, decided that we must be in the market for jewelry from a magazine based in Georgia and Industrial Plumbing. Expensive jewelry is usually something one would like to see in person before purchasing so ordering from a magazine based a few states away from our own doesn’t seem very practical. Industrial plumbing on the other hand would appeal more to a factory setting rather than a small studio located in the center of town. One thing stood out to us after receiving these two magazines; it is important to know your audience.

Without knowing your target audience, you risk wasting money on printing just for your magazine to end up in the garbage.

Without knowing your target audience, you risk wasting money on printing just for your magazine to end up in the garbage (or as an example of what not to do). A more practical approach for selling jewelry would be targeted Facebook and Instagram ads while Google Ads would fit Industrial Plumbing. Assuming that we were not the only business to have randomly received magazines with such relevance to our line of work, a lot of money must have gone to waste for the cost of printing. Money on printing could have simply been saved if these two magazines simply knew their audience! Printing would have been much more effective had these companies sent the magazines to businesses that would be interested in the products and services they are offering. It is important to spend your money on advertising in a smart way in order to benefit from it and make it truly worth it.