Target Audience is a core theme of any promotion, advertising campaign and of course, business strategy. It’s a particular group of people within the specific target market which is going to buy your product and listen to your advertising messages.
To sell successfully, we need to find these people. And surely we will start with an idea and imagination. Imagine your ideal customer who is this person and why is he or she going to purchase your products or services?
Not all consumers are the same. Some people will prefer to buy your goods and others will not. Some will love to buy from you but will not be able to afford it. So your main criteria, as always, is the capability and zeal to spend some money for your stuff.
Business needs to recognise what problem their product or service solves, or what demands it meets, to set the “target audience” .
And now let’s create our ideal customer.
The First level of understanding is Demographics.
- What is the age of your TA?
- What is TA gender (he, she, other)?
- What ethnic/cultural/religious group your TA belongs to?
- What is their income level?
- Are they single or married or divorced?
- Do they have children or do they support elders in the family?
- What are they doing for a living?
- What type of education they got?
Geographic Sub Level
- Where are your customers located?
The answers will allow you to understand who is your target audience on a very basic level.
The Second level is Psychographics
This level is a bit deeper and requires some field work. Some marketers recommend following your customer to understand what they do during the day. (I think you can start with a few questions before you become a detective) –
- What values your TA shares?
- What interest and hobbies it has?
- What type of lifestyle it has? (this is important to understand that we are dealing with real lifestyle and not the social media one. A lifestyle is defined in three main sections – activities, interests, and opinions).
- What books or magazines they read?
- Which sites they visit?
- Whom do they vote for during election?
The third level is Behavioral. Dig deeper.
- What makes them buy?
- Who influences them?
- What type of purchase do they love – online or offline?
- Also, where do they read and how do they consume information?
- How do they spend the day? (For example, people who drive the car to work will not be able to read a newspaper during this time, but will be able to get some audio information. On the other hand, the person who reaches the work by metro has plenty of time for reading, but may prefer listening to something on headphones instead).
A deep analysis of this level will help you get how to reach your customers.
The moment you create a portrait of your ideal customer and research on it in real life, start asking them questions. Analyse the market. Do they like to buy your products if no why, if yes when? You may find out that your imaginary target audience has nothing to do with your product and you could make more money with a better targeting.
Once upon a time, we were working with the bra company which primarily sold one type of bra to teenagers for over twenty years. The product was very old-fashioned and we doubted that teenagers would buy anything like this. So we did a research and found out that product is doing pretty well. Except we were right, for the last 20 years, very few teenagers got it as a gift. The main buyers were ladies over the age of sixty. They did love cotton fabric, great range of sizes and super affordable prize. Could the client make better if he advertised to this group?
Want more? Read how to find your target audience.