Coming along the highway\u00a0back from my recent business trip, we saw a series of signs for motels and\u00a0food places encouraging people to turn off into the town. In amongst these signs was one that\u00a0didn’t show a lot of understanding about knowing\u00a0who\u00a0they are communicating \u00a0with…<\/p>\n
The fabulous Gundagai Pharmacy<\/p>\n
All the other signs were aimed at travellers who could well need a break and\/or some food so those services had the potential to attract people off the highway. But how many people doing along drive suddenly think “Oh yes, I must visit that pharmacy!”<\/p>\n
Sure, the occasional driver will pass with a headache or other minor ailment and will want a pharmacy – even then, they will probably look for a pharmacy near something else that is worth stopping for.<\/p>\n
I’m sure the pharmacy could have found a more effective (although perhaps less public) use of their marketing dollars. Or at least put something on their sign aimed at travellers.<\/p>\n
This is a really simple example of how you need to understand the audience you are appealing to if you want a successful outcome. Sometimes exposure to a larger audience is tempting but a smaller, interested audience will generally bring in more clients.<\/p>\n
Would you pull into a town because they claim to have a great pharmacy?<\/p>\n","protected":false},"excerpt":{"rendered":"
Coming along the highway\u00a0back from my recent business trip, we saw a series of signs for motels and\u00a0food places encouraging people to turn off into the town. In amongst these signs was one that\u00a0didn’t show a lot of understanding about knowing\u00a0who\u00a0they are communicating \u00a0with… The fabulous Gundagai Pharmacy All the other signs were aimed at […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[49,53,321],"tags":[104,1195,1288,478,1289,1287],"class_list":["post-2481","post","type-post","status-publish","format-standard","hentry","category-bad-writing-examples","category-business-info-tools","category-marketing","tag-audience","tag-demographic","tag-pharmacy","tag-sign","tag-targetted","tag-understand"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t