psychographics marketing

Some points on psychographics which give me a deeper insight into choosing a target audience and product.

"What is Psychographics Marketing?
Most marketing involves certain demographics, which refers to factors such as the age, location, marital status, ethnicity and religion of the person in question. Psychographics goes beyond this to ask questions of the lifestyles, behavior and attitude of the person in question to build up a more detailed picture of who they are. These tend to be directly related to consumerism, and the type of products that people prefer to buy based on their lifestyle choices.

Why is psychographics marketing important?

Surveys that ask these types of questions are vital to market researchers, who often use them to gain information on people who have bought their products in the past, or are tempted to do so in the future. Psychographics marketing can work alongside demographic marketing to allow advertisers to promote their products effectively, in order to sell their products in the long term. As many advertisers concentrate predominantly on demographics, using psychographics marketing as well can leave advertisers one-step ahead of their competition.

In the past, advertisers could easily buy advertising space that targeted the people that they wanted to buy their products. For example, they could buy advertising space which targeted men aged 18-35 who lived in the city. This was done using demographics. With the introduction of psychographics marketing, advertisers can now target specific men within that demographic, such as men who like to work out, or eat healthily. This helps them reach out to the men who may ultimately buy their products, whilst bypassing the ones who probably would not. They can do this by buying advertising space in a health and fitness magazine, for example. Men who do not have an interest in this topic are unlikely to read these types of magazines, so it is a cost-effective way of targeting the specific people that may buy your products."

The do's and dont's of Advertising

While researching adverts that contain similar products that I have brainstormed, I looked at advertising as a whole and what people expect from a piece of Advertising. Below is a list of 'Do's and Dont's' related to Media Advertising and although they are simple, they helped me gain a clear understanding of what i need to produce in my own work.

Do

-Do keep your message fresh for the variety of media outlets. Do not use the exact same copy for each type of advertisement you employ. You do want to keep the same message, but use different words for different media to get that message across. This way you will not be repetitive.
-Do show your benefits, not your features. People want to know what your product can do for them. This is what draws them in. They will learn about all your great features after you have gathered enough interest for them to buy your product.
-Do learn from other advertising campaigns, including your competitions'. When you see an ad that really grabs your attention, take note and think about why - what about it made you look, stop, and take the time to read or listen? Ask others in your company or family to do the same. You can also ask what your co-workers' favourite commercials are - they are bound to remember at least one. Write these down and see if you find a common factor that makes these commercials so memorable. Try to incorporate this factor in your advertising materials.

Don’t

-Do not over- complicate your message. Keep it simple and short. Do not add too many details. Yes, your products have all these great benefits, but pick the top two or three and focus on those. If you add too much information, people will get confused or will tune your message out. Also, keep the layout simple by using easy-to-read fonts and limit the number of photos.