In today’s article, we will consider one of the very first and important stages in the development and implementation of any advertising campaign – to find and identify the target audience of your product.
Target audience is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message (page on Wikipedia). Identification of this group is the most important step for finding ways to influence the consumer all the way to buying your product or service. And involving in the group of likely buyers, along with the already existing ones, is an important marketing move aimed at occupying your niche in the industry and work success.We will discuss the basic rules of activity with the target audience, its types, advise how to find the backbone, outline the list of indicators with whose help it’s possible to outline the target audience of a particular trading enterprise.
Working with the target audience serves as the main facet of the company’s trading activities. The fact of the existence of the target audience gives an opportunity to learn about consumers and will allow:
Long story short, the target audience is a consumer community, who is in need of your product at this particular time with the benefit for itself. It occupies a specific niche in the business segment. It’s clear that each target audience has common factors. Classifications are determined by the company itself.
For example, it can be an integration of the following:
To study the target audience, it is necessary to determine its driving force, development, and variation in the number of its members. Its scale makes it possible to understand the perspective in the capacity of the market, measured in thousand people, it allows to determine business benefits, profitability of investments in advertising and promising development.
Constant people with high purchasing power make up the essence of the target audience and are its core. The backbone of the target audience, as a rule, are buyers, which bring high income to business and at the expense of which the level of sales is growing. Such consumers, using the desire to purchase the goods, which are necessary regularly, possess them, by all means. From the established practice, there are 2 types of target audience:
The main target audience – plays a paramount role in business, in which consumers themselves dictate the demand for the products they need. Targeted audience becomes the main motivator for the implementation of shopping.
Secondary target audience – serves as a secondary, indirect significance, as it plays the role of an unemployed buyer, may not buy a certain product or service at all. This type is not fundamental for the promotion of branded products on the market.
Consider both types in the visual case of the entertainment market for children. Here the main target audience of children (who use the product). They want to have fun, but not in a position to acquire it, but they prompt you to buy, asking your parents (who purchase the product) about it. Therefore, parents can be attributed to a secondary target audience.
To determine such target audience, the personal data of the person making the purchase needs to be studied:
Sample characteristics of the target audience on the socio-demographic trait: men 40-50 years old, with high wages, received a higher medical education, heads of medical institutions, living in a metropolis, numbering more than 1 million people.
The target audience for the psychological factor can be characterized by the following characteristics:
This type of audience can be characterized by such parameters as:
For a broader familiarization with the methods of determining the target audience for the trademark of the product, you can use the description technique.
The success of business determines the right policy for finding the target audience for your product and the area of its distribution.
You can learn the target audience by two methods known to researchers – from the demand for the products you sell or from the scale of the market in which you intend to take your place. In any case, it is necessary to answer six core questions:
1. Do you know the personal characteristics of your customer? (gender, salary level, social position).
2. What is the psychological style of the target audience?
3. How does the targeted consumer want to see the right product?
4. What task does ihe solve when buying a product?
5. What factors matter for choosing the product and way of purchasing?
6. How does the consumer get informed about the product (from what sources) , what methods of communication does he use during the day?
We hope this article will be useful to you and will help you to understand the most important thing – finding and determining the target audience for your product. Remember that without a clear understanding of who is your buyer or user it’s very difficult to conduct any marketing activities (both offline and online), because by knowing who your audience is, you can more effectively influence it with your advertising messages.
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