old business practices have become seemingly obsolete. Print-based methods of communication are considered by most to be archaic and out-of-touch with the new digital culture. For most, internet advertising and marketing appears to be the only way to reach a public that is consumed by online media. However, before you completely abandon the old-fashioned ways of doing things, first consider who your target audience is.
Stephanie Fullerton, founder and president of Fullerton Financial Planning, is a staunch defender of print-based marketing campaigns. Fullerton’s direct mail print marketing campaign is the number one advertising outlet where her advisors see the best results. It is so successful, in fact, that she uses it as the foundation for the rest of her broadcast marketing channels. “The two top outlets,” she says, “that get us our best results, meaning reaching our ideal client and household assets we’re looking for, is number one, our direct mailer for educational workshops and number two, our radio show.” So, how is this possible? She understands her target audience
Fullerton’s business operates out of Peorie, AZ., a suburb of Phoenix, and her client-base mainly consists of people between the ages of 50-75 that have at least $250,000 in retirement assets. People of this age struggle with new technologies and even things that most would consider to be basic, such as email, can be difficult. These are not the type of people who are going to be using their smartphones or tablets to get the latest news or check their social media pages. This is an older generation of clientele that are not as technologically savvy as their younger counterparts and prefer the more personal, reassuring feel that comes with having information in an actual hard copy.
Because Fullerton recognizes and understands all of this she is able to tailor her marketing campaign in a way where she will have maximum outreach to her target audience. Marketing is all about generating brand recognition and what works for one person may not work for another. If you were trying to reach a population of young professionals in there mid 20s to early 30s then Fullerton’s method probably wouldn’t be the best approach. What’s important is that you understand who it is that you are trying to get the message to and what is the most effective mean of doing so.
With that said, you should not limit yourself to only one line of communication. Any opportunity to get your name or message in front of your target audience should be exploited. Take Fullerton for example, she is a contributor to her local newspaper and even says she may start using Google and Facebook, because, although it may not yield any monetary results, it is just another way to get their name out to the people.