“None of us needs a Prada purse. None of needs the new Nike Airs. We need very little other than food and shelter and water, so convincing an audience that they need something is really a skill. We want things. The more we have, the more we want, and that’s where advertising really finds its place. You need to find your audience and then educate them on the benefits of purchasing your product. That’s sort of the overview of the psychology of marketing right there.
Reaching your audience
Companies and corporations with huge sums of money can advertise their products on certain television channels at specific times to reach their target audience. Make up companies will advertise in magazines or pay celebrities to wear their product. If you have the money to do that, great! You’ll be at a huge advantage over the competition because you’ll be able to influence your audience better than others, but for those of us who want to market a product and have a finite budget within which to work, there are more reasonable options. Radio and newspaper ads are wonderful ways to reach large audiences and if you can accentuate your newspaper ad with a stunning visual display or your radio commercial with a catchy jingle, you’ll have people thinking about your name all day. Those are less expensive ways to find your market.
However, using a keen psychology of marketing, you can find even cheaper ways. It’s all about knowing who your potential customers are. If they’re athletes, market at a sporting goods store. If they’re musicians, advertise near the music school. Knowing your audience and their behaviors is among the most important aspects of disseminating your product to the world.
Once you reach your audience, you need to distribute your products to them. Packaging is very important. I make artisan greeting cards, and I make sure that when someone receives and order from my company, they remember. For the do it yourself business owner like me, putting a little artistic flare into your packaging is fun and memorable!
If you are not yet that do it yourself kind of business owner, you can always learn. There are great websites such as either pop up banners or The Display Outlet that will help you brainstorm on how to best use your resources. These guys are great for helping you design advertising materials as well. I always start at these sites to help me figure the best ways to become the most noticeable. Because it’s all do it yourself, it’s cheap too!