Is more always merrier? When considering the number of people you advertise to – and the budget required to reach the masses – it’s a no from us every time.
Casting a wide net, while an option for select brands with mega-budgets, is inefficient for most small businesses looking to build awareness with locals who may realistically become customers. There’s a more strategic approach to reaching the right clientele and keeping marketing costs affordable. All it takes is a shift in mindset from the quantity to the quality of people you reach; from considering how many to who many.
Every marketer worth their salt will know the specific demographics, interests, and behaviors of their ideal customers. They recognize the power and effectiveness of reaching the right audience with the right message. When businesses can pinpoint the most relevant audience for their products or services, this precision allows them to create a personalized message that resonates with consumers on a deeper level. No one-size-fits-all advertising here.
Unfortunately, there are still business owners who expect maximum exposure from their marketing team, steadfastly believing reaching the most eyeballs possible is the best strategy. We’re here to remind these leaders that your marketing experts know better. They know a how many mindset is wasteful and inefficient. They know that not everyone who sees a generic ad will be interested in your product or service. Trust the marketers!
Imagine you own a local boutique selling high-end handmade goods and a portion of your proceeds go to charitable causes. Rather than paying for a generic billboard on a busy highway or a television spot on the local news station, you choose to advertise in a niche magazine that goes to your area’s most affluent neighborhood – whose readers can afford your goods. While the magazine’s readership might be considerably smaller compared to the highway’s traffic or the channel’s viewership, it consists of individuals who are genuinely interested in high-quality products and giving back to the community. The likelihood of these readers becoming customers is higher, making your advertising efforts more effective.
Now substitute the local boutique in this scenario with your own business. From landscaping and HVAC to car dealerships and doctor’s offices, the same line of thinking applies.
The N2 Company has been around for 20 years – many of which were defined by massive growth – because helping great businesses connect with their ideal clients is what we do best. We reach affluent homeowners through Stroll and Greet magazines, an area’s newest residents through BeLocal, and a market’s top-performing real estate agents through Real Producers – all of which are niche audiences many local businesses aspire to work with.
Our advertisers – 25,000 businesses nationwide – partner with N2 because they understand the value of consistently reaching our otherwise hard-to-reach readers. While other forms of advertising can easily cost tens of thousands of dollars for a few months’ worth of exposure, our advertising programs (which not only include print advertising in a high-quality, highly read monthly magazine but also invites to exclusive events and social media promotion) come in at a fraction of the cost. Pair this with our digital marketing services and clients not only reach their small but targeted audience via print and in person, but online as well.
So why not put an end to the question of how many people you can advertise to and start focusing on who many – reaching the right people who will love and appreciate what you bring to the table.
