Building buzz for green gas
In a June 4 Ask FSB, a maker of a fuel additive wants to know how to target environmentally conscious women. How do you identify and market to your target audience? Tell us about it. Post your thoughts.
From Tom Klein, Atlanta, GA When it comes to targeting a segment based on attitudes, there are several helpful tools to consider.
One in particular that I've used before is called Prism (now belonging to Claritas).
This site can help you target consumers by lifestyle, organized by zip codes.
While this may not seem relevant to online media placement, remember that with new tools from Google, you can fine tune placement for Radio, Print, and in some areas TV (in addition to online search and display ads).
With a database like prism, you can target households that recycle, households that subscribe to certain magazines (e.g., Mother Earth News) and so on. In this way, you can be certain to communicate with your target, while also making sure you don't waste your marketing investment on consumers who won't be interested.
We talk about issues like this and cover many similar tools in the insights section of our free digital marketing idea-a-day site at feed growth!.
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From Automotive empires…Jonathan Keyes http://www.keyescars.com