Envision that you run a highly successful tattoo and piercing parlor in a small West Coast city. You are fairly certain that between you and your key competitor, you have saturated your target audience of people in their teens and 20s. To grow your business, you need to reach a new market, and research has shown that men and women in their 30s (and even some in their 40s) are increasingly interested in body art, although only a small percentage have actually pursued tattoos or piercing (beyond the ears). Your goal is to develop an advertising strategy to reach this audience (e.g., comparative, testimonial, interactive, etc.) and to create the core creative message and strategy.
To develop an effective advertising strategy to reach men and women in their 30s and 40s who are increasingly interested in body art, you need to consider their specific needs, interests, and preferences. Here are the steps you can follow to create your core creative message and strategy:
1. Conduct Market Research: Start by gathering insights about your target audience in their 30s and 40s. Understand their motivations, concerns, and aspirations related to body art. Identify what they might be looking for in a tattoo and piercing parlor experience.
2. Identify Unique Selling Points: Determine what sets your tattoo and piercing parlor apart from the competition. Highlight any unique features, expertise, or customer benefits that would appeal to this specific age group, such as a focus on safety and professionalism, experienced artists, or a relaxing atmosphere.
3. Choose an Advertising Strategy: Evaluate different advertising strategies and consider which one would resonate best with your target audience. Some strategies you might consider are:
- Comparative Strategy: Highlight the advantages of choosing your parlor over competitors, emphasizing why you are the best choice for body art in terms of quality, safety, or variety.
- Testimonial Strategy: Feature testimonials from satisfied customers in their 30s and 40s who have had positive experiences with body art at your parlor. These testimonials can enhance credibility and appeal to the target audience's needs and desires.
- Interactive Strategy: Create interactive campaigns that engage potential customers in their 30s and 40s. This could include hosting events or workshops that allow them to explore different tattoo and piercing options, understand the process, and have any questions addressed.
4. Craft Your Core Creative Message: Develop a clear and concise message that communicates the unique benefits and experience your tattoo and piercing parlor offers. Tailor the message to resonate specifically with men and women in their 30s and 40s, focusing on their desires for self-expression, individuality, and professionalism.
5. Choose the Right Advertising Channels: Identify the most effective advertising channels to reach your target audience. Consider using a combination of online and offline mediums such as social media platforms, local print publications, community events, radio, or partnering with other local businesses that cater to this age group.
6. Implement and Monitor: Once you have finalized your advertising strategy, launch your campaigns and closely monitor their performance. Track metrics such as customer response, engagement levels, and conversion rates. Adjust your strategy if needed based on the results.
Remember to regularly assess your target audience's preferences and adapt your strategy accordingly. Stay up to date with industry trends and be open to evolving your advertising approach to continue attracting customers in their 30s and 40s to your tattoo and piercing parlor.