Overtargeting is something many advertisers do, and they often don’t get full bang for their advertising buck as a result. Here’s what we mean. Even in these very blogs, we at JKR frequently emphasize the importance of keeping your target audience in mind as you formulate your advertising campaigns. It makes perfect sense; after all, it’s kind of like “fishing where the fish are,” and who wouldn’t want to do that!
Pitfalls of Overtargeting
However, if you are overtargeting – making your advertisements for your target audience and only for your target audience, you lose the chance of picking up any ancillary customers along the way. Think about it; your target audience has spouses; they have siblings; they have parents; they have friends … and so forth. Everyone in these groups could be with the person in your target audience as they see, listen to, or view your ads. You’re making a big mistake if your ads alienate these folks … because you never know who might be in the market for a new or pre-owned car!
So remember, while you certainly want to leave a lasting impression and create a memorable advertisement, it must be able to reach anyone – not just those in your target audience. Whether or not someone is in your target audience, this old adage is very true: Win the heart, and the mind will follow.
Is Your Dealership Overtargeting?
Want to find out if your marketing dollars are being spent efficiently? Do you know if your dealership is overtargeting? There is a way to find out. Contact JKR Advertising & Marketing, and we’ll provide you with a no-strings-attached, FREE Marketing Review. We’ll take a close look at what you (and your competition) are doing, and give you our expert feedback. Call Eric Tigner at (321) 397-0777 today to get things started.
JKR Automotive Advertising: We Move Cars.