Who do you want to say it to?
The next step of developing your campaign is identifying your target audience. Think about who it is you want your campaign to reach and what you know about them.
As we said earlier it’s worth considering how much money you have to spend when considering who it is you want to speak to. If you only have £100 and a limited amount of personal time it’s possibly unrealistic to think you can speak to the employers across the country – you might however be able to speak to all the employers within a few miles of you.
Here are some things to ask yourself:
- What type of people are they? Are they colleagues, are they local businesses, school children etc?
- What do they currently know and think about the subject you want to talk to them about? What are their current perceptions and why?
- How old are they?
- What type of job do they do?
- Where do they live?
- What TV programmes would they watch and what magazines or papers would they read?
- What do they do during the day?
If you try and build a picture of who they are and what they look like then it is easier to identify what motivates them and the channels that you could use to reach them.
Here’s an example:
Your local cinema wants to advertise their afternoon screenings for mums and young children. Straight away we know that your audience is predominantly female and between the ages of about 25 – 35, but we can build a broader idea of who they are.