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Target Market Advertising

by Linda Alexander

Traditional target market advertising involves market research design to identify a market, followed by advertising in places where your audience will see or hear it. Guerrillas, however, take a different approach by being more proactive and always searching for new ways to reach their audiences.

As consumers, we only "see" the advertising that is relevant to our needs and wants. This is like when you learn a new word and suddenly that word appears everywhere. When you need a new car battery, television seems to be full of commercials for automotive repair shops. We tend to filter out the rest. Target market advertising does the same thing, in reverse. It speaks directly to the people who are looking for our services.

Guerrilla Target Market Advertising

With a little thought, you can identify your second and third markets, those coming into your market every day as others leave. They might be unsatisfied customers from your competition, or they may be people who have reached a certain age, such as new drivers, if you're an insurance salesperson. Guerrilla marketers are always looking for these people and ways to find them, as well as ways to measure market reach.

You should only be using target market advertising where your target market is present in large enough numbers to justify the expense of your ads. If ads are producing more than they are costing, keep them. Run them until they no longer make any money for you.

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