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Mary Pomerantz

Top 10 Ways To Reach Your Target Audience

Mary Pomerantz

Ms. Pomerantz has served as the Chief Executive Officer of Mary Pomerantz Advertising for the past twenty five years. She was formerly the Chief Executive Officer of Pomerantz Staffing, which grew to be one of the largest privately-owned staffing companies in the US under her leadership.

If you’re a business owner, you want to advertise your products and services to the people who are most likely to need them. But how do you determine who your target audience is and even more importantly, how do you reach them? One of the major advantages of working with a full-service marketing agency is the ability to more effectively target your desired demographics. Here are the top 10 ways to find, target and reach the right audience for your product or service:

1. Getting to know your target audience:

illustration of a diverse group of people wearing shirts labelled income, gender, age

It may seem obvious, but to reach your target audience, you first need to know who they are. It can be surprising how little companies know about their current customers and who they should be trying to reach with their advertising. Market research includes gathering, analyzing and interpreting information about a market, a product or service to be offered for sale in the market and the past, present and potential customers for the product or service. [1]

A reputable advertising agency understands the complexities of the data. It will help you identify exactly who your current and potential customers are, using demographic information such as age range, gender and household income.

2. Focusing on your target audience’s needs:

animation of a unhappy chef in a kitchen with his preparation counter cluttered with paper and then he is happy when it has been cleared and replaced with food

All too often, companies waste valuable advertising space and dollars talking about what is important to them, not their customers. Effective advertising begins with listening to your audience. Whether your target audience is comprised of executive chefs, doctors or office workers, your advertisements need to speak to them and their needs. Clients don’t really care about your company’s departmental structure, its long and storied history, or that mission statement you spent weeks hashing out in the conference room. They want to know what you can do for them and how you can make their lives better and simpler.

3. Talking to (or even better – with) your target audience, not at them:

animation of a conversation between a young boy and girl

This is connected to the previous idea but deals more with the tone of your advertising. A marketing message should never be delivered from “on high” or be focused on singing your company’s praises. It should connect with the reader, listener or viewer on a personal level and use a conversational, rather than a lecturing tone. Your potential target audience needs to feel that you understand their needs and are going to provide them with a product or service that will make their lives better. By working with a quality advertising agency, you can be sure that you genuinely engage your audience with a message that speaks to them and delivers concrete, measurable results.

4. Building Trust and Credibility:illustration of a professional businesswoman smiling and shaking hands with a professionally dressed man

Using the right tone, wording and images, an advertising company can help you develop a strategy for making your company trustworthy and credible. If you haven’t established trust and credibility with your target audience, attempting to resonate with them will be an uphill battle. For new, young and relatively unknown businesses, building credibility and trust are essential for future success and growth.

5. Creating an Engaging and Attention Grabbing Message:

illustration of billboards and signs saying "an eye catching message" with a generic silhouette of a city in the background

People are inundated with advertisements from every direction all day, every day. Studies show that the average number of advertisement and brand exposures a person sees per day is over 5,000. Of all the ads a person sees in a day, only an average of 12 lead to conversions. [2] After a while, a large percentage of ads become little more than white noise and are largely overlooked by the public. If your ads aren’t eye-catching and go unnoticed, they can’t accomplish the task. A good advertising firm understands that there are words that sell and words that fail. Using the right phrases, graphics, pictures and/or calls to action greatly improve your chance of standing out.

6. Maximizing Your Budget:

animation of a piggy bank with the word budget on its side and coins with dollar signs on them dropping into it from above

In a perfect world, money would not be an issue, and you could spend as much on advertising as you wanted without ever worrying about the return. For most business owners, this is obviously not the case, and every dollar matters. Most businesses should be allocating between 2 – 5 percent of their annual revenues to advertising. [3]  An advertising company can help you get the most out of your money by strategically selecting different mediums to fit your budget while reaching the people most interested in your offerings.

7. Finding the Right Channel/Medium:

animation showing the different types of advertising mediums and channel available to advertisers trying to target their audience

So you know who your target audience is, but how do you reach them? It’s very important to use demographic research to understand when and where your audience is consuming media. This helps control your cost and reduce wasteful spending, since your advertisements will only appear where your audience will see them. An experienced advertising agency has already done this research for you.

8. Balancing Frequency and Reach:

animation of a scale with the words frequency and reach on either side being balanced evenly

One of the age-old conundrums in advertising is whether it’s better to reach a large audience a limited amount of times, or a small group on numerous occasions. Balancing the line between frequency and reach is essential for effective advertising and something that may be difficult. This is a decision best left to the professionals.

9. Rebranding or Changing of Message:

animation of a gift wrapped box being unwrapped and rewrapped with a new look to symbolizing rebranding

Many businesses go through a period of rebranding or a time when they are shifting their message or mission statement. Rebranding is essentially changing the gift-wrapping on your company’s products and/or services. This is very easy to botch, as the owners of Radio Shack can attest, following its brief name change to “The Shack” in 2009 and the resulting failure.[4] Redefining yourself as a business to your current customers is very complicated and takes a well-designed and executed advertising campaign.

10. Improving Search Rankings:

illustration of computer and tablet showing bar and pie charts symbolizing increased higher search rankings

In today’s digital world, it’s all about where you rank on the search engines, primarily Google. Understanding of SEO strategies, as well as geo-local targeting and other efforts will help you move up the rankings. Without a thorough understanding of how to implement strategies that improve your search rankings, visibility to your prospective target audience will be limited.

Let Mary Pomerantz Advertising Identify and Target Your Audience

While you may be an expert on your business, products and services, you may not be as talented at coordinating your marketing and getting the right message in front of the right people. Mary Pomerantz Advertising has worked with businesses of all sizes in planning and executing integrated advertising campaigns on multiple platforms.

If you’re unsure about who your target audience, how to reach them or how to get the most bang for your buck, allow Mary Pomerantz Advertising to use its more than two decades of experience to help. Contact us today at 732-214-9600 to get started.


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