Identify Your Target Audience
Here’s an important marketing tip to remember: In an effort to appeal to everyone, you end up appealing to no one.
This point was driven home, once again, in the Sunday edition of The Sacramento Bee.
Apparently, the flailing economy continues taking its toll on financial services ads in the local newspaper. There are only two ads in the Sunday edition – one from mega-bank Chase and the other from the local Golden1 Credit Union.
Oddly, Golden1 is the only consistent financial advertiser these days. You can count on a Golden1 ad at least 3-4 times a week, and always on Sunday. And for the past several months, its message has targeted one audience – consumers in the market for a new or used car or truck.
On the other hand, the larger and more expensive Chase Bank ad appeals to no one. It’s what general media agencies try and pass off as touchy-feely “branding ads.”
Here’s the bold headline: “See more light than tunnel.”
What does this message mean to newspaper readers?
Exactly who is the bank targeting with this inane headline?
Taking up the bulk of the ad space is a photo of a casually-dressed man carrying a young girl on his shoulders, walking down what appears to be some country road. Worse yet, we don’t get to see their faces. They are walking away from us – how rude!
There is no subhead and only five short sentences of body copy which reads: “It’s a new year and a fresh opportunity to take control of your money. To know what you have and where it’s going. To control how you spend and to reach your goals. Chase has unique online tools and personal alerts to put you on top of it all. Come in, talk to a Chase banker and start the year off right.”
There’s absolutely nothing special or proprietary about this copy. It fails to provide one reason why anyone should take the time to go into a local branch or visit the bank’s website. It’s throw-away copy. This copy block could appear at the bottom of any bank or credit union ad.
On a positive note for you community bankers and credit unions, it’s always gratifying to see the big mega-banks wasting their marketing dollars on such pointless ads.
Don’t let this happen to you.
Make sure every marketing message is targeted to a specific audience and that this audience is able to quickly identify it as being targeted to them.
Remember, you have only a few seconds to grab your intended audience’s attention and draw them into your copy.