How to Use Product Targeting to Determine the Right Channel Mix

Determining the right marketing channel mix starts with understanding and targeting the right consumer

Editor’s note: This article is part three of a four-part series.

In parts one and two of this series, we used the example of a fast food restaurant to examine the reverse funnel. We looked at sales figures to determine where sales were coming from. Then we examined consumer clusters. In part three we look at the product and channel mix that would persuade these consumers.

In our fast food restaurant example, we saw the following sales goals and buyer profile for each product:

From here, the reverse funnel gets bigger and more complex as we study the messaging channels for each group and then find common channels.

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About the author

Marcelo Salup

Marcelo Salup's 30+ years career in advertising covers a wide range of everything. A wide range of roles -he began his career on the creative side, won 2 Addies, changed to media, included strategic planning and consumer insight and has been an agency owner several times. A wide range of venues: Spain, Latin America, International and the U.S.  A wide range of clients that go from automotive through banking, electronics, fast food, soft drinks and much more. His professional philosophy can be summed up in four words: “Only performance is real”. Today, he runs a successful strategic planning consulting, Iffective.

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