No advertisement will be successful if it is not seen by the right stores. Therefore, it is really important that you create a good target group after designing a convincing advertisement. There are only a few steps that you need to follow:
Become aware of your target group(s)
Before you start defining your target group, spend some time on thinking about the shops you would like to reach. To which stores might your product(s) appear interesting? Are there markets that you want to focus on for strategic reasons? And which mindsets should your potential clients follow (e.g. sustainability)?
Please keep in mind that different products can also have different target groups. Especially if certain product features are interesting for different stores, make sure to send out personalized advertisements to both target groups. By doing so, you can better highlight your strengths - and you can also easier communicate the relevant benefits to the particular shop owner.
Define the target group for your advertisement
On FAIRLING, you can define very precisely which type of shops you want to reach with your advertisements. To do so, you have to enter "Step 2: Target" in the advertisement section of your login area. Here, you can easily set the criteria that shops in your target groups should follow. Please keep in mind that at the start all shops in our network are included in your target audience. To narrow down your target group you simply deselect those criteria which are not fitting for you.
Here you can define in which countries or cities the shops should be located. We have defined key areas for those countries ( e.g. Germany) in which we already have a higher number of stores in our network (e.g. Hamburg). If you also activate "All shops outside of this cities", you additionally include shops which are not part of any key area (e.g. stores in smaller cities). For those countries in which we have not defined key areas yet, you can add all stores in that country by activating "All shops outside of this cities".
2. Business Sectors
Here you can define the business sectors that you would like to target. When doing so, please keep in mind that your products might also fit into different business sectors. Fashion Concept Stores e.g. often also sell Cosmetics, and baby items can also be sold in a lovely gift store. Therefore, try to think out of the box to also see interesting business opportunities that you did not have in mind before.
You can also define very clearly the assortment of the shops in your target group. Of course, you don't want to target all stores in a certain business sector, but only the ones which are relevant to you. Therefore, it is recommended to work with precise product categories to make sure that you use your credits efficiently.
Product Categories can be added in two ways:
By scrolling through Parent and Sub Categories in the drop down menu (to access the sub categories, you need to click on the blue arrow next to a parent category).
By typing them in and finding them in our Search Engine
Additionally, you can work with brands as a criteria for your target group. This will add shops that are already selling products from those brands. Please note that the brand selection is an additional criteria that you set - meaning that you only add shops to your target group. Naming brands does not exclude those shops from your target group which are not selling items of the named brand.
4. Price Segments
You can define the price segment that an interesting shop should be listed in. On FAIRLING, we defined the following 4 price segments:
€: Shops in this price segment mostly sell products up to 50€
€€: Shops in this price segment mostly sell products between 50€ to 150€
€€€: Shops in this price segment mostly sell products between 150€ to 300€
€€€€: Shops in this price segment mostly sell products above 300€
Please keep in mind that the price segment refers to the average price in the store - not to your own pricing. This means that e.g. shops in the second price segment (€€) often sell some products which are above 150€. Also, it is important to consider whether your product will be the main product in the store or whether the main product actually is something more expensive (e.g. Accessories in a Fashion Boutique).
5. Type of Shop
You can define the exact type of shop that you want to reach. This means that you can easily decide how the shop should feel when you enter the store. We have defined the 7 following store types on FAIRLING:
Stylish - Fancy: Shops that are Trendy, Fashionable and Bright
Kind - Playful: Shops that are Happy, Colourful, Cute and Friendly
Cool - Edgy: Shops that are Edgy, Bold, Informal, easy-going and laid-back
Creative - Offbeat: Shops that are Original, Alternative, Imaginative and Bold
Classy - Chic: Shops that are Elegant, Sophisticated, Clean and Mature
Clean - Minimalistic: Shops that are Clean, Hip, Bright and Urban
Casual - Relaxed: Shops that are Uncomplicated, Down-to-earth and Basic
Choose the Relevant Stores
Lastly when creating your target group, you can take a closer look on the stores you selected through your settings in step number "3: Choose". Here you can deselect those stores which you - for any reason - don't consider fitting for your brand.
Please keep in mind that in this step you can only see 1 preview image of every shop (which is selected by the shop owner). Therefore, we recommend not to spend too much time on every picture, but rather follow your initial gut feelings when making your selection. When you work with good criteria in Step 2, the last step can actually be considered as the fine tuning of your advertisement target group.
If you arrive at this step and you think that there are far too many stores which you don't consider to be a good fit for your target group, then this is usually a sign that your settings in Step 2 are not quite where you want them to be. Therefore, in this case, it is often better to go back to Step 2 and make general changes to your target audience (e.g. by being more precise with the product categories or styles).
You have finished your first advertisement draft and are not sure whether your target group is fitting? We are happy to give you feedback in your free Onboarding Call!