How to Reach a Targeted or Niche Audience
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*Mix it up. To reach niche groups, Roland suggested that you try a mix of package insert programs, catalog blow-ins, ride-alongs, statement stuffers, card decks and sample packs.
*Refine or customize your search. Even within a niche, it’s possible to further refine a search based on variables, including average unit of sale and rollout universe. Another variable could be the acquisition method, such as direct mail, telemarketing or package inserts. Since niche programs may have higher CPMs, Roland pointed out during her presentation that inserts customized to the target audience — such as new movers, new families and Hispanics — can further boost response.
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Gail Kalinoski
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