In every crusade, we look for a balance between reach and relevance that is just appropriate and will result in a better return on investment. Targeting and segmentation are the mantras to striking the right opportunity and the right audience with valuable messages. But if we narrow the horizon, we might lose out on potential consumers whom we can bank on.

Many times, we are more oriented towards the marketing reach, and in the process, we tend to ignore the relevance of balance that has to be maintained. We all feel that the more we showcase our product to the public the more it will gain popularity. Needlessly to say it is logical but in truth, the company is spending millions of dollars to market its product to the vast public who may or may not ever have relevance to the product. Targeting, segmentation, and positioning are the critical parameters for a successful marketing strategy.

Too much relevance, not enough reach: Targeting a small audience or a niche market through direct marketing in all respect is practical as well as productive. It helps to keep the budget on the check. However, if there is no niche market, and the company is solely focused on a small targeted audience it will result in minimum returns, losing out on potential customers outside the segment.

Reaching out to the maximum number of potential customers with the relevant products is what helps to strike a balance. With the precise targeting and segmentation, every plan comes down to how well it is planned, executed, tested and reviewed.

Call to Action is one of the most influential marketing channels, also known as infomercials implemented by companies to attract customers. Here are some great tips for an effective CTA:

  • Confidence and only confidence is the key to an effective CTA. It is essential that you know what you want your customers to do. Be clear about your mission and vision; rest works like magic.
  • Always be direct and make your intentions clear. Do not beat around the bush and cut to the chase. You will be surprised how many people respond to that.
  • Customer benefits should be visible in the advertisement. Sometimes, mentioning deadlines for offers or sales makes customers take rash decisions, which might as well be a benefit for your proposition.
  • Always include contact details so that your potential customer can get in touch with you without difficulty. Make sure to highlight it so that it is easier to find.
  • Try creating a sense of urgency. Another way to aid someone to take a rash decision: Customers sometimes leap without thinking twice, which is what you want them to do.
  • Make your CTA flyers visually enticing. Use a splash of colours to make your poster stand out.
  • Since the English language reads from left to write, always keep your relevant texts to the left to emphasise your points.
  • Do not get stuck on a single CTA poster, as one marketing strategy will not work for Be innovative and try out new methods. You can invest a little bit extra in better results. Always remember, no publicity is bad publicity.

Colour psychology is how people respond to colours which in turn invoke different types of emotional changes in their current behaviour regarding the subject. Recent studies have proven that when people see the colour red, their rate of reaction not only amplifies but also becomes quite forceful. They seem to have a boost in energy, and there is a reduction is analytical thinking. A sense of urgency gets developed due to which they make faster decisions regarding the topic and their hearts begin to race.

This same psychology is used by several companies all over the world to optimise their advertisement strategies to attract new customers. Some organisations also apply this psychology to their day-to-day business and logos so that it has a much vivid effect on their customers. The type of colour scheme one uses to design their logo, or the interiors of their office dramatically influences the enticement level of their customers towards their product or services. The font, the words and the layout, everything plays a significant role in design. Red being a dramatic colour is associated with love as well as anger. It is programmed into a psyche such that we can sense danger whenever we see the colour red, which in turn creates a sense of urgency in the people and they’d want to click on the font which you’ve boldly mentioned in red. Being a bold and bright colour, it naturally catches attention and comes in several hues for one to use in their advertisement schemes.