Figuring out your marketing demographics is one of the easy parts.
We’ve talked about it before, and I’ll point out a few of those articles or podcast episodes that you can run through again if you’re not entirely clear on how to calculate the marketing demographics; no sweat, as I said, that’s the easy part of the equation.
Unless you happen to run a really big outfit with a good sized marketing and advertising budget, then it’s very likely that you’ll need to stretch each and every one of the dollars you spend on ad campaigns and marketing collateral as far as you can. There’s nothing wrong with doing it this way – it’s a well kept secret across most industries that repurposing collateral to fit different marketing demographics is the smart way to increase your ROI per campaign, since you’re doing a minor re-work at most, instead of coming up with a completely different set of ads.
In order to successfully repurpose your materials across marketing demographics, it’s going to take some thought on your part well in advance of creating the first set of collateral – while millennials and baby boomers may have different ideas about things, they are both still likely to respond similarly when faced with certain situations; this is what you should be identifying and siloing at the start of each campaign creation process.
Identify and classify the different marketing demographics your business has.
Humans are hard wired, at least for the most part, to be emotionally driven when it comes to making purchases – all the more so when we start talking about impulse purchases. The soccer mom is just as likely to put more stuff in her shopping basket as the wake n bake guy if she’s faced with an attractive reason to do so.
There are a few common denominators that span nearly every one of the marketing demographics you might encounter in your day as a dispensary owner. Let’s take a quick look at the factors that drive emotional purchases (in no particular order):
Price – while this is often a major factor in decision making, it’s frequently shoved aside by impulse, especially when surprise and delight marketing is happening
Story – what’s the product/location/owners/employees story that they’re pitching to the customers? Everyone loves a good story, and people love to buy things from those who tell their story well. As a matter of fact, telling a good story is one of the keys to success.
Likability – if I come into your dispensary, am I going to like what I see? Will it be neat and tidy, very RH/PotteryBarn/wellness lifestyle oriented? Or is it more of a den of iniquity? Are the products merchandised to show each to best advantage, or are they just tossed into cabinets with no rhyme nor reason?
Comfort level – Are you, or your employees, making me feel like I should be spending my money in your store? Are you friendly? Are you weird? Are you hostile? What’s the vibe that your establishment gives to customers when they cross your threshold?
In order to be successful, you’re going to need to connect with prospective customers on as many of these points as you can, that’s not even a question. When it comes to repurposing ad collateral to fit different marketing demographics, we’re inclined to tell you to focus on designing (or paying for someone to design) collateral that has interchangeable “blocks” that can be edited to fit the end user you’re trying to reach.
It’s kind of like building a car – they all have 4 wheels (ok, those British ones years ago had three but that experiment didn’t really work out!), and an engine, and a steering wheel, for starters. But after that, they become very diverse in the body style, engine size, fuel type, and so on. At the end of the day we’re all still riding in cars (very similar looking bodies compared to twenty years ago, IMO) and we’re getting where we want to go with them; we’re not all driving trucks and some are diesel and others are electric.
Don’t over think the process.
When you try and get cute, or attempt to be clever, that’s normally when you fall flat on your face. It’s better to have three smaller sized orders of the same brochure with three different sets of verbiage on it than it is to buy a large lot of stuff you can’t use easily. It’s also better to pay a designer to create one master and then do a few one-offs with colors and verbiage to come up with the three different brochures.
If you’re doing any business online, it’s the same thing with landing pages – you should budget for the layout and design separately than you do for the content to fill in those slots. It’s quite easy to take another photo, buy another photo, write some more creative copy, etc than it is to start from scratch with a landing page design that might not work. Heck, the first one might not work, so make sure it’s good before you pay for revisions of any kind.
Chief takeaways from this article:
- Identify your marketing demographics first.
- Decide what your messaging is going to look like.
- Creating ad campaigns and collateral in block form to maximize design spend efficiency.
- Don’t attempt to be all things to all people.
- Avoid being pennywise and pound foolish.