So what’s practical application of focusing on demand instead of supply?

1. Take time to research your demographics 2. Consider streamlining your websites to include interactive elements that help develop an understanding of what your visitor desires. 3. You may need to develop a different marketing campaign based on whether there is a strong demand or weak demand for what you are offering. 4. Demand can be created via a long term process of education/awareness, then branding, then interest, then trial, then demand. 5. In a demand mindset you’ll need to be more strategic, combining a campaign of both rational information with desire oriented emotionalness

Remember, just because you supply it does not mean there is a demand for it. Take time to study your idealized market and idealized customer profile then search them out to ascertain what their demand level is for your product or service. This will help you develop your marketing strategy. Be prepared for a long-term commitment.

The above discussion is why you must develop a demographic profile of your ideal customer. From this profile you can develop advertising and a marketing campaign that feeds unconscious of consumer.

Based on research presented in Shimell’s (2002) article, marketers and advertisers would be smart to incorporate elements that target both conscious and unconscious processing of targeted consumers.

Unconscious elements would be music (the research in article indicated that music was an very important factor in positive reaction to advertising), color, graphics, and movement. Conscious elements would be text, voice-over, overt product offers, and interactive elements such as redeemable coupons.

Different segments, audiences, and occupations tend toward predictable personality and temperament qualities which can guide targeted marketing and advertising. Take time to know and understand your ideal customer and adapt your advertising to their personalities and unconscious processes. In your marketing campaign it’s smart to have a combination of conscious and unconscious elements that tie into different media channels and your consumer’s personalities.