Struggling to grow customers and sales? Step off the treadmill....

We can get stuck in a rut, just 'cranking the handle' - doing the same marketing activity, hitting the same target audiences with the same message. Here's how you break free! Brands often focus on the 'active market', the audience that are actively searching online for their products and services. These are the people who are most ready to buy and just need that marketing nudge to get them to purchase. The challenge is often that this audience, whilst important, may not be growing. On the contrary, businesses that are growing, find a way to target so-called 'passive audiences', tapping into large reservoirs of hidden growth potential. The 'passive audience' is made up of people that are not actively searching today, but are exactly the right profile and could be in the market tomorrow.

Marketing to these passive audiences can be more challenging, because you've got to find them, they haven't yet found you! So how do you do this without wasting huge portions of your marketing budget? There are highly effective ways to identify and target passive audiences using digital display marketing, let's look at a real life example to illustrate: One of our clients, a leading charity, was finding it harder and harder to grow in an extremely competitive market with reducing returns on their digital advertising spend. Fluid Ads took on the challenge to grow their business from their marketing strategy aimed at military veterans. The data showed that there was limited headroom for growth, using the traditional and obvious ways to target military veterans. So we approached the problem from another angle, ways to identify the passive audience, those potential customers unaware of the brand or service. We analysed where the ideal customer went, what they liked, what they spent money on. The data indicated potential customers were much more likely to be interested in the NFL and live in specific geographies.

With this new found insight, we built a digital display campaign targeting specific NFL locations and ensured the adverts secured good placements in these precise locations. This concentration of marketing spend on a specific audience criteria, unlocked significant growth for the client, with stunning results. The NFL campaigns now represent more than 50% of all donations and carry the lowest cost per acquisition across their marketing. Tapping into passive audiences fuels growth that simply won't occur, if you only focus your marketing spend on the active audience.

If you want to look at the passive audience potential for your brand, book a free consultation with the Fluid Ads team.