Passive Audience
By expanding your marketing to explore the passive as well as the active audience, you are opening up a whole new world of opportunities.
For any product or service, there is an audience out there that is looking for what you sell, and it’s a marketer’s job to convince them to buy from you.
But what is often overlooked are the people who could be perfect customers, but they’re not yet aware that they need your services. This is a much harder task, to convince them to buy, but it could also be a much larger audience that even your competitors aren’t aware of.
In digital advertising, we say there are two types of audience. There’s the active audience that will be actively looking for products and services just like the ones you sell. That means they’re already in the market. You can grab their attention with contextual ads on relevant web pages, or run a PPC campaign to capture them when they’re searching for what you have to offer.
Passive Audience
Then there is the passive audience. These are the people who match your customer profiles, but they don’t think they’re in the market for what you sell. You’re not on their radar at all, and they have no intention of looking for you.
The fact is, though, they could still benefit from what you have to offer. And by expanding your marketing to explore the passive as well as the active audience, you are opening up a whole new world of opportunities.
You could be doubling your reach, at least.
How to reach the Passive Audience
There is no one size fits all approach here. You need to think carefully and think cleverly. These are people who aren’t looking for what you have to offer. So that means:
You need to work out who they are and where they hang out
You need to market to them when they’re in a relevant mindset
You need creative that grabs attention
You need very clear call to actions
Location Based Marketing is ideal for doing all of this. Not only can you reach virtually anyone in any local area through the broad range of media available, but you can also narrow it down to certain behaviours, you can create beautiful artwork, you can easily point them in the right direction of where to find out more, and it’s also all measurable and trackable.
Next time you’re planning your advertising campaign, consider how you can tweak it to capture the passive audience as well as the active one. It could blow open your marketing.
Ready For More?
If you’ve not considered your passive audience yet, then let our team help. Try one of our short term Pilot Campaigns and we will work with you to pinpoint your passive audience and get you reaching out to people that have never heard of you before.