What is Your Strategic Choice: Targeting the Market OR Marketing to Your Target? by Assia Salikhova

What is Your Strategic Choice: Targeting the Market OR Marketing to Your Target?
by: Assia Salikhova

While many still perceive advertising as a large media spend to target the market without knowing “which half is not working”, the actual game of advertising has changed dramatically for a vast majority of businesses. Today’s advertising is about identifying who is most likely to buy from you and creating the offer they cannot resist. In fact the real art is in making the offer so good, that they will rush to you and bring their friends with them. Simply put, that’s the advertising we focus on.

Surely there always will be products and services with such a wide appeal that daily advertising on national TV Is the best choice for them. Yet over 85% of businesses in New Zealand are not mass market orientated. What is your business target?

The rule of thumb is – the more specialised your product or service is, especially when it is business-to-business orientated, the higher your need in direct marketing campaigns as opposed to mass media advertising.

When you finally decide which market you want to target, how do you find them?

Just like many of you, when we started in business, we searched the market to purchase a business database and found a number of options. Just like many of you we invested in some of them. And just like you we found that accuracy of data was not that great. The most disappointing thing was that there isn’t even a list of every business in such compact places like Lower Hutt CBD, for example.

Celebrating Three Years of Success

It was exactly in April 2005, when out of desperation we launched an ultimate tool for savvy direct marketers – the world’s first physical location orientated business database whoiswhere™. Today, three years later we celebrate a steady growth from 0 to over 80,000 business records covering estimated 50% businesses in commercial premises across South and North Islands.

What is the secret of this business directory’s success?

The answer is simple - real need for accurate data. And of course our sophisticated process which ensures accuracy and currency of information as our teams literally walk the streets and phone businesses to verify information every 121 days.

As a result, our clients now enjoy access to thousands of businesses which are not listed in other reputable directories. ASSIA & AX Advertising Ltd is the only advertising agency in New Zealand which owns a business database.

Businesses which chose to use whosiwhere™ are able to target their best market with a personalised direct approach which is guaranteed to outperform media for specialist products and services.

To find out how you can benefit from the world’s first location business database, call me directly on 04 973 4949 or e-mail assia@assiaax.co.nz

About The Author

Assia Salikhova

Co-founder of New Zealand most accurate business database lists. Assia initiated establishment of a database which is based on a principals of new intelligent geomarketing and has been supporting smart marketers since 2005. Spatial approach to data gathering and robust data maintenance process made whosiwhere™ leading database for everyone willing to target New Zealand top companies and New Zealand businesses.

The author invites you to visit:
http://www.whoiswhere.co.nz