More than 74% of people make a first and often lasting judgment about your company based on your marketing materials. Do yours present the professional image you deserve?
Marketing Your Idea
Marketing is both a science and art form that requires innovative thinking, human empathy and a wealth of information. Knowing and understanding your market is as essential to marketing as the product or service you provide.
Many urban marketing schemes are implemented by relatively small, local businesses who want eye-catching, trendy advertisements that do not cost much to implement. Ideally, a business offers something that the competition does not. Whether it is the lowest cost, the best quality or the most innovative, a business must make the market aware of its unique position before it can sell. Yet, knowing the industry involves much more than positioning. A good marketing scheme finds multiple ways for many types of people to use a product or service.
Once a product is on the market, it has the potential to sell. But, whether or not it wins the consumer's limited dollar depends on the market itself. One must consider who makes up the market, their feelings and compulsions, their patterns and habits and everything else that factors into them making the purchasing decision (including their personal economy). Only by understanding this can a product get marketed and theoretically molded in a way that appeals to the individuals of the market. In this sense, marketing a business is more about helping someone see your product in their lives; basically, creating a need.
Empathy, or the ability to feel and understand what potential customers feel is essential to marketing, as is both secondary and primary research. Quite simply, marketing is attracting specific individuals to your business, appealing to their needs, wants and sensibilities and winning their limited funds.
What is Urban Marketing?
Urban marketing companies specialize in developing marketing and promotional campaigns geared toward the needs of the urban consumer. Although the principles of marketing are universal, clients often need assistance in understanding urban culture and developing culturally sensitive and inclusive campaigns.
The urban market is one of the newest and fastest-growing consumer sectors. Therefore, many brand managers do not have the benefit of decades of experience developing urban marketing programs. They rely on specialists who understand this demographic and who have a history of increasing sales in this sector. Urban marketers can provide the necessary research and data.
The urban market is multicultural and represents a range of ethnic, religious and socio-economic backgrounds within the 12-34 age bracket. Their tremendous buying power continues to increase, and their choices are influenced by more external forces than other demographic groups. The music industry, popular culture and sports have more influence on trends in the urban market than they do on those of the 35-50 age group, which places more priority on family, religion and financial security in their buying decisions. Urban marketers are highly attuned to these trends and influences.
Marketers who specialize in this sector utilize methods that engage young people and capitalize on their desire to have their opinions matter. Focus groups are not as effective or practical with this demographic, which can prove challenging for traditional marketing firms. Urban marketing companies employ non-traditional methods to connect with these socially and technologically savvy consumers in order to elicit opinions, collect data and predict demand in the urban marketplace.