Sunday, November 25, 2007


When was the last time you read “Piedmont Lakes Pilot?” How about “Amps 11?” Or the “Charlotte Hospitality News?” Perhaps you’ve curled up lately with “Apollonaire?”

It might just behoove you to take a closer look at these Charlotte-area magazines (or any metro-area group of pubs, depending on where you reside). Even if you’ve never heard of them before…

Welcome to another edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

“Piedmont Lakes Pilot” is for boaters and lakeside dwellers along Lakes Wylie, Norman and other Piedmont-area lakes. “Amps 11” surveys the area music scene in a funky format. “Charlotte Hospitality News” takes a look at the hotel and catering news around town. And “Apollonaire” describes Charlotte’s dining and party scene through the lens of wine aficionados.

Why these publications? Why ANY publications you may not be familiar with? Because, apart from any personal interest you might have in the subject matter, these are opportunities with which to consider advertising your services. To be in a publication where your counterparts…aren’t. And thereby stake a claim in a place where you can target a particular audience. And likely for a lot less than you would have invested to advertise in a larger, more mainstream publication.

Maybe you do websites. Maybe you’re a wine enthusiast, as well. So maybe, while restaurants and their obvious industry brethren are advertising in “Apollonaire,” you can parlay your interests in trying to reach those readers with a service it’s not likely any other website developer thought to take advantage of.

The point is, there are all kinds of publications out there with a targeted reach of audience. Why not target those same folks with your services, even though at first it might seem a stretch. There’s a good chance that you could refine your own target market – at least for the sake of certain publication readers – to zero in on an audience that’s more receptive to you than were you to randomly network among strangers at a cocktail party.

When you consider going into any of these non-mainstream pubs, you’re doing two things: you’re reaching an audience with whom you can point out your shared frames of reference while offering them a service they can quite possibly use, and at the same time locking out your competition…because your competition has probably not even thought to be there!

Joel Kweskin

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