To make any advertisement or marketing campaign effective, you have to make sure to target a specific audience. A campaign that hits “everyone” will hit no one; a targeted campaign will have the greatest chance of success.
Thankfully, there are A LOT of tools that enable us to narrow our audience to as specific, targeted a demographic as possible. Every advertising platform from Facebook to Google to Amazon makes the “how” of audience targeting possible.
The real secret is in the “when”…
Remember the days when the first Hunger Games movie came out? Within a few months, dozens more young adult-aiming novels were released, many of which went on to become huge successes. People “struck while the iron was hot”, and their novels, movies, comic books, and other similar products benefited from the popularity of the Hunger Games.
Targeting your audience at the best moment is both an art and a science. It takes two things:
When planning your ads or marketing campaigns, take a look at what is popular at the moment. Are there certain movies or TV shows that everyone loves? Are there hashtags, buzzwords, or controversial topics that everyone is talking about? The more you understand what is trending at the moment, the more accurately you’ll be able to create timely, fresh campaigns.
Unless you can turn out a new ad or marketing campaign overnight, anything that is trending now will be “old news” by the time your campaign is ready. That means you need to spend time researching things that are soon to come: new movies, new albums being released, new apps or tech products, political happenings in the near future, etc. By studying past trends, you’ll have a better chance of “guessing” what will be popular soon.
It will be a bit of a gamble to create marketing campaigns based around these predictions, but if you get it right, you will be one of the only people taking advantage of the wave of popularity as it’s just beginning. Those “lucky guesses” can lead to massive growth if they work out. If not, you’ve lost a bit of time and money, but not too much more.
When thinking about new marketing and ad campaigns, try to think about the timing of what you have to offer and what you want to say. If you can pair it with something timely, trending, or fresh, you’ll find your chances of success are significantly higher!