Where do Posters hang out? And once you find them what’s a good way to reach them? Good questions. Certainly Posters (original content creators on the web) hang out online, but the best Posters get out of the building to see and smell the coffee – they need living breathing stimulation. So how to you find and reach them?
On a macro level, you go big. So Vancouver would be a good place to be promoting and spending to reach Posters this week. Davos Switzerland or Park City, UT (home to Sundance Film Festival) would have been good places to promote a couple of weeks ago. Buying radio, outdoor, local web or local TV ads in these cities, well in advance, would have been a smart way to reach Posters in a targeted relatively inexpensive way.
On more of a micro level, if you want to reach technology Posters or music Posters, try buying media in Austin, TX during South By Southwest. How about dialing up your Google campaign in that city for those couple of weeks? If you are trying to reach soccer Posters, look to South Africa for the World Cup soccer finals in a few months.
At McCann-Erickson the media people used to look at targets and do a something called a DILO (Day In the Life Of) to determine appropriate times of day and media choices. While saving money and trying to viral up your message, think about key Poster communities and MILOs (months) or YILOs (year). Target your Posters.