Many startup owners dream of a nationwide campaign to get their business’s name recognised. You can reach out to a new audience, make your product known, and increase your revenue.
In a nutshell, it is an incredible growth opportunity.
That being said, it is likely you will also have to face tough competition. Small and medium-sized ventures account for 97% of all Australian businesses. And all of them want to be the best.
If you want your national sales campaign to succeed, you must be prepared. Here are a few recommendations that will help you level up.
Be Mindful of Your Audience
Your target audience is the most critical component to your success.
You may need to rethink your target audience – the focus group of a national campaign will oftentimes differ from a local campaign.
Here are a few things to keep in mind.
Do people in Darwin shop differently from people in the suburbs of Canberra?
Most likely, no. However, you should keep in mind that people from more rural areas don’t always have access to the same shopping locations as people from big cities.
Creating an online website for your business will help overcome this difference.
Before you advertise, consider your target buyers’ purchase patterns and behaviours.
The location of your target audience is one of the essential factors in a marketing and sales campaign. If you are going national, rethink the demographics, including age, gender, and location.
One more point to reconsider is the language your target buyer speaks. Although Australia is predominately English-speaking, some population groups are bilingual.
For instance, 1.2% of the Australian population speaks Italian. If your product or service targets this demographic, you may need to learn basic Italian or hire a native speaker to help better understand the needs of this group.
By doing so, you are going the extra mile, which your target audience will appreciate. This is your chance to stand out from your competitors and gain loyal customers.
Psychographics is the study of consumers based on their activities, interests, and opinions.
You should also take this into consideration before running a national sales campaign.
Along with differences in demographics, explore the hobbies, challenges, and goals of your audience. These findings might help when developing the content for your campaign.
You might be thinking – why should I focus my efforts on specific locations if I am doing a nationwide sales campaign?
Because it is the only way to truly connect with your audience.
A country’s population is not uniform. Everyone has unique needs, purchasing power, purchase patterns, and so on. People from different parts of Australia will not all think and act in the same way.
The statistics show that location-based ads result in more customers. 8 out of 10 marketers have confirmed local ads brought 85% growth to their customer base.
So, if you want your brand’s name to become known nationwide, start advertising in the cities where your target audience lives. For example, if you are running ads on Facebook, choose the locations in the Ad Manager before posting.
Study Your Competitors
Lastly, before you jump into creating an ad campaign, consider how your rivals did it. How successful were their strategies? How are they tracking now after going national? This information can be very valuable.
Here’s what a competitor analysis typically includes:
- Market share
- Products and their features
- Target audience
- Means of communication with the target audience
- Customer reviews
Additionally, you should also check out your competitor’s marketing efforts.
For instance, if your competitor used PR tactics to inform other industry players of their national sales campaign, it might be wise to write a press release to get yourself noticed.
You should also check how your rivals run social media marketing, blog content, and other digital marketing strategies. This analysis will help you identify their strengths and weaknesses, and find your own unique voice.
Over to You
Running a national sales campaign is a challenging task to execute, especially for a small business or a startup that is just beginning to build its image.
Nevertheless, it is worth trying once you have the budget and solid ground to stand on.
When you feel it is the right time, analyse your new target audience and study your competitors. But think locally – you want to start small.
“The opinions expressed by BizWitty Contributors are their own, not those of BizCover and should not be relied upon in place of appropriate professional advice. Please read our full disclaimer."