Marketing to sophisticated retail buyers can be challenge, especially for marketers and business owners who are used to taking a more casual approach to reaching their audiences. It is difficult to know what exactly the sophisticated retail buyers are looking for and what their unique expectations will be. While getting it right can be mostly attributed to plenty of trial and error, there are a few guidelines to keep in mind.
Know your audience
Just like with any traditional marketing approach, the very first step is to know and understand your audience. Not every sophisticated retail buyer will be the same, so it is important to take the time to get to know their needs, their preferences and their expectations. From there, you will be able to tailor your marketing efforts accordingly and make it easier for them to relate to your brand and what you are offering them.
Ways in which to get to know your audience include asking them to fill out questionnaires, engaging with them on social media and doing research through activations and store promotions, and taking note of their responses to your efforts.
Speak their language
When it comes to impressing a sophisticated retail buyer, it is essential that you remain aware of tone and style, especially when creating content for usage online and when writing copy. Reassess the vocabulary that you use and make sure that everything you write sounds just as sophisticated as your audience itself. If you’re struggling with this, why not make use of a thesaurus? You’d be amazed at how much of a difference using a higher level of English will make on the average sophisticated retail buyer – especially in this day and age where the proper use of English is rare.
Keep an eye on the competition
Instead of wasting your time trying an approach that has been done before, delve into the past efforts of your competitors and find out what has worked and what has not up until this point. This will already provide you with a solid base from which to work, and will make it easier for you to get it right the first time. Want to ensure that all of your marketing campaigns and ideas are 100% unique? Fear not – doing competitor research does not mean that you plan on copying what they have done. Competitor research is simply a tool which allows for greater insight into the market and your audience. It is always helpful, and may spark a few new and exciting ideas for you as well.
If you would like more information and advice on how to market to sophisticated retail buyers, you will need the help of a professional Activation Agency in South Africa. Enter Tradeway… specialising in experiential marketing, field marketing, activations and store promotions, we are the best solution to your company’s marketing needs. For a hassle-free quote, do not hesitate to get in touch with us today.