In marketing, crafting a compelling message is only half the battle; delivering that message to the right audience is crucial for success. Brands develop consumer profiles to ensure their marketing programs reach the most receptive consumers. Achieving this requires a “market to message match” strategy, which involves identifying the best places to connect with the target audience.
The Importance of Market-to-Message Match in Event Marketing
A “market-to-message match” strategy begins with pinpointing the optimal venues to reach your desired consumer demographics. Access to Experiential Benchmarks can significantly enhance this process. Our benchmarks provide valuable insights into how different venue types attract varying demographics and age groups, allowing for more informed decision-making.
Leveraging Experiential Benchmarks
Experiential Benchmarks offer data that reveals trends in consumer behavior across different venues. This information is vital for marketers seeking to align their messages with the appropriate audience. By evaluating the benchmarks, you can determine which venues are most likely to attract your target demographic, ensuring your marketing efforts are not wasted.
Hypothetical Example
Consider you’re developing a marketing campaign for an adult beverage targeted at men over the age of 45.
The critical decision is whether to focus on On-Premise activations (e.g., bars, clubs) or Off-Premise activations (e.g., grocery stores, liquor stores).
When you consult the benchmarking database and review Venue Type by Gender and Age, you might discover the following:
- On-Premise venues typically have a near-equal mix of male and female patrons, with a slight skew towards males. However, these venues tend to attract a younger crowd, averaging 7 to 8 years younger than Off-Premise venues.
- Off-Premise venues, on the other hand, are more likely to attract an older demographic, aligning more closely with your target audience of men over 45.
Based on these insights, an Off-Premise activation strategy would be more effective in reaching your target consumers. This approach ensures your message resonates with the right audience, enhancing the likelihood of a positive return on investment (ROI).
Conclusion
Delivering the right message to the wrong consumer rarely yields positive results. By utilizing Experiential Benchmarks and adopting a “market to message match” strategy, marketers can ensure their campaigns reach the most suitable audience. This alignment is key to maximizing the impact and ROI of your marketing efforts.
In summary, understanding and leveraging the right venues to connect with your target audience is essential for any successful marketing campaign. Use data-driven insights to guide your strategies and ensure your message reaches those most likely to respond positively.