Getting Back to Basics: Targeting Your Audience

Getting Back to Basics: Targeting Your Audience

Owning a business means immersing yourself in new and different techniques of web marketing. However, you sometimes need to go back to the basics of web marketing. Knowing your target audience is a foundational marketing tool, especially when it comes to web marketing. With that in mind, let’s get back to basics with targeting your audience. Know Your Audience According to Biz Journals, before you use web marketing to target your audience, you must know who your audience is. The business you have or the products you offer will determine your audience you plan on reaching. If your product is young women’s clothing, then your target audience would be women ranging in age from 18-30 or a type of style such as bohemian. You do not want to try to appeal to everyone, the best businesses always have a marketing campaign that targets a certain group of people. Look at Your Business like a Customer Even though you always want to look and advertise your business in a positive light, to make sales you must see it like your audience does. Web marketing is all about enticing people in as well as making sure they stay. For example, sit down with your team and discuss what you would want if you were the customers. On social media, use polling systems to discuss certain aspects of your company or products to get approval ratings up. Know Where to Reach Them What does your audience do? What types of media do they consume? Which social media platforms do they regularly visit and use? These are top questions you always need to pay attention...
4 Ways to Attract Talent to Your Business

4 Ways to Attract Talent to Your Business

Google, Apple, Ikea, and Quicken Loans…what do all of these businesses have in common? They’re all nationally recognized as some of the best places to work, as ranked by Business Insider and Fortune. If you’ve been wondering how to strategize to attract talent to your company, it’s prudent to examine how these companies manage to earn their reputation as incredible employers. By studying their business practices and ethos’, we can glean insights into how other businesses can draw talent. Sure, the vast majority of businesses can’t do everything these heavy-weights can, but the lessons are pertinent nonetheless. Re-examine your branding. We talk a lot about branding, and with good reason. In a nutshell, branding is how people view your business — which is everything in the world of marketing, advertising, and recruiting. Branding is the anchor to your marketing and advertising efforts, but also dramatically influences your success in recruiting. People like working at businesses with strong brands. If you ask people about their dream employers, they’ll tell you they want to work for the companies that are the best, the most famous, or the most hip. In short, by giving your branding a tune-up, you can increase your odds of drawing in excellent talent. Establish a positive company culture. No one is a better spokesperson for your company than your employees. If your employees rave about working for your company in their time off, talent will come to you, saving you the time and effort of recruitment. Building positive company culture isn’t easy, but it’s well worth the energy. Work to make employees feel valued and respected, no...
Cloverleaf Pizza: How A Blended Marketing Solution Transformed An Iconic Pizzeria

Cloverleaf Pizza: How A Blended Marketing Solution Transformed An Iconic Pizzeria

Cloverleaf Pizza was facing a problem. As a 3 location Detroit pizzeria, Cloverleaf was having challenges competing with the major chains in the Detroit area, the toughest pizza market in the world. What’s worse was that the mailer advertisements that cost Cloverleaf big money to make were not providing the returns needed. Even though Cloverleaf had both phenomenal service and even better products, they struggled to penetrate a larger market. After years of dealing with flat sales and overwhelming competition in the Detroit pizza market, Cloverleaf finally decided to hire advertising firm PGN to address their branding issues, increase their market share, and boost sales. Cloverleaf has been working with PGN for the last two years, and there has been a complete revitalization of its business, notching monthly sales increases upwards of 50% while opening one new franchise location. Cloverleaf saw the benefit of working with an agency experienced in promoting pizzerias. PGN saw the remarkable true story behind Cloverleaf Pizza and was able to retell it through a specially tailored rebranding effort that created thousands of new life-long customers. Seven decades there was no such thing as a Detroit-style square pizza. It wasn’t until Gus Guerra opened his first pizzeria in 1946, now Cloverleaf Pizza, and began serving up his wife Anna’s thick-crust family recipe that the Detroit Square was born. Here’s the true story of how the pizzeria that brought you the Detroit Square was able to bring itself back into prominence and greatly increase sales through a rebranding effort spearheaded by PGN’s blended marketing solution.   The Challenge Faced: Cloverleaf, Who?   Cloverleaf came to PGN...
Share the Love

Share the Love

Everybody loves pizza. We all know that. And there’s no better time to demonstrate that enduring affection than February 14th. Hearts, flowers, cards and chocolate are fine, but there can be – should be – more to Valentine’s Day than the same old thing. Demographics and logic both tell us that there’s a big market of would-be romantics who aren’t quite ready or able to surprise their sweethearts with diamonds, expensive champagne dinners, or spur-of-the-moment vacations in the Bahamas. That’s where your pizzeria comes in. America’s favorite food is fun, casual, popular, and enticing. Not so coincidentally, fun, casual, popular, and enticing are highly desirable qualities in romance as well. That opens up a world of opportunities for pizza sellers who are willing to add a little creativity and imagination to their marketing mix. Over the last 33 years, our agency has helped sell a lot of pizza. We’ve worked with single location sole proprietorships, regional restaurant groups, major national chains and everything in between. Along the way, we’ve gotten a PHD-level education in pizza marketing, we have had a front-row seat for some spectacular marketing successes—and have had the opportunity to make a lot of them happen ourselves. In our experience, Valentine’s Day is a golden opportunity for pizza restaurants to gain visibility, generate goodwill, and rake in some considerable extra cash—if they play their cards right. The linchpin of any solid event-driven sales push is creativity—not just in advertising and messaging, but in presentation, the media you use to communicate, and the product itself. When it comes to an event like Valentine’s Day, the ability to identify...
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