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When trying to generate and improve sales of your products and services it is imperative that the target market be accurately identified. For any business to be successful the right audience has to be successfully reached. The question then becomes; how do you reach your target market effectively? The most important guidelines for your marketing campaign should be not only who to target, but also when, where and how and what will reach that particular target market. In order to ensure that the target audience is reached in the most effective way, a careful and thorough selection of available marketing media is vital. Markets are generally described in terms of demographics, which include factors such as age, gender, marital status, income level etc. These are just some of the qualitative factors that need to be taken into consideration when planning a marketing strategy. The aforementioned factors will help reveal buying patterns and the processes that result in the decision to purchase within a specific target market. Not too long ago, it was widely assumed that the poor, which make up the Bottom of the Pyramid market, have no money to spend and thus little, if any, purchasing power. Furthermore, it was strongly believed that the Bottom of the Pyramid markets were difficult to access due to the lack of both brand-consciousness and openness to advanced technology. This type of market however, has seen notable changes over recent years. The Bottom of the Pyramid consumers are now connected through television, mobile phones and the Internet. They have brand-conscious, as well as open towards technology. As a direct result, this specific market is now fairly easy to access, more so through the direct approach by way of wet/dry demonstrations and sampling activity. By virtue of sheer number, the Bottom of the Pyramid consumers represent a considerable latent spending power that can easily be unlocked through means of effective marketing media platforms. The various service offerings available for this particular type of market enable marketers to reach a very broad target market by entrenching their brands in the hearts and minds of consumers, thereby maximising on the enormous potential within this segment of the market. For more resources about Marketing media or about Bottom of the Pyramid market, please review http://www.f2f.co.za/aboutf2f.php
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