4. Target New & Alternative Audiences: create new markets for old products and services.
Not every audience for a product can be approached with the same tactics. Specific brand or campaign sites allow you to customize your approach for new or alternative audiences appealing to their specific lifestyles or behavior patterns.
If you had experience running a sales staff or rep network, you know that salespeople who call on one specific market are rarely successful when asked to simultaneously call on another. Different markets require different approaches. Like a one-size-fits-all hat, it rarely fits anybody. Customize and isolate your approach to different markets, so you can speak directly to that market's needs and attitudes.
The marketplace is often more innovative than the marketer in finding new ways to use old products; ways the manufacturer hadn't realized existed. Ask your customers how they use your products and then go after that market with a direct campaign that takes advantage of that specific niche.
5. Isolate & Differentiate Brands: target specific audiences with specific tactics.
Companies that provide a large number of products or services often confuse potential customers by presenting far too many options and alternatives. The result is the Web-visitor does not buy anything because they do not want to purchase the wrong thing, or not get the best deal. Even if you get the sale, you may lose the customer because they made the wrong decision.
You want to provide prospects a limited number of distinct alternatives, just enough so they feel they have been given a choice, and do not have to look elsewhere. But too much choice within the same product category creates buyer indecision. If a product or service is aimed at a particular market because it has specific features, create a separate website to sell it. Isolating a product line on a separate website allows you to create a distinct image and brand story for that offering.
To be continued..
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