Marketing to Your Target Audience Three Pitfalls to Avoid By Adam Stoker
H
ave you ever said, “If I were buying this, I would like…”
We can all fall into this way of thinking. It is an easy pitfall: marketing to yourself— to what you want to hear and see—instead of your target audience. Even if you are similar to your target audience, it’s a habit you don’t want to build or reinforce. This is why EKR works according to our proprietary RACE method.
The RACE method starts with research. Without research, it’s difficult to know whether your finished product will be effective. Once completed, you can analyze your research, which will provide a baseline of measurement and offer key insights into your organization, your competition, and your audience. What you learn in the analysis will give you the information you will need to make motivated decisions in the creation and execution of your marketing plan (because we all know that is the fun part). The best part about this methodology is its cyclical nature. As you run campaigns and collect data, you can return to analysis and iterate when necessary. Without the RACE method as a guide, there are three challenging pitfalls to avoid.
Marketing is about getting the right message to the right people at the right time.
72 Southern Utah Business Magazine :: Summer 2022
