Business information written specifically for newspaper advertising departments

Event Demographics

However, there are certain events in everyone’s lives that foster a need for a product that they may need or want, but have not considered using before.

Any sales person worth their salt is aware of the process of selling products to the demographic groups most likely to use them. You market baby products to new moms and fruit snacks to kids. However, there are certain events in everyone’s lives that foster a need for a product that they may need or want, but have not considered using before. This is a perfect time to target these consumers, as they have not established brand loyalty, nor will TOMA have any influence on their decisions.

Moving is one of these events. Newcomers to an area have not only gone through the arduous process of moving their life from one part of the world to another, but also may have zero connections in their new home to replace their go-to brands from where they came. Hair stylists, masseuses, fitness centers as well as many other facilities for day-to-day life maintenance can jump on this opportunity to target these brand new community members and get them on board.

Talk to your circulation department about some promotional copies of newspapers that you can display in local model homes or apartment complexes, if the builder and real estate agent agree, of course. You can also suggest to the circ department to think about single copy sales at local businesses that are in or near booming real estate areas.

Another life event that warrants this type of targeted approach are weddings. Brides-to-be are often overwhelmed with tasks to complete before their big day, and giving them some assistance will be much appreciated. See if you can strike a deal with wedding boutiques or bakeries to have single copies in their establishment, or even hold a contest for local bands to receive a free endorsement from your paper. If you are really ambitious about appealing to local brides, think about pricing out popular venues and floral arrangements to give them a better idea about their finances to come.

Although sensitive life events like divorce and death may seem difficult to approach from an advertising standpoint, those going through hard times are valuable too. Take those going through divorce, for example. Divorcees need to split up their lives, often with the help of a divorce lawyer or moderator, and then move apart. The move alone is an opportunity for real estate agents to advertise their skills with helping people downsize or find a great value now that they don’t have joint income. Are there local matchmakers in your area? Or what about great local places to meet singles? Make sure your advertisers are thinking, looking at, and taking advantage of all their opportunities.