UNDERSTANDING YOUR TARGET AUDIENCE.

Understanding your target audience is vital because you can’t reach every individual at once but when you understand your audience you can focus your efforts on a particular group that will buy your product and that way you are grouping them by something in common, this will save time and resources.

Your targeted audience can be grouped by;
Age
Level of education
Income Level
Occupation
Religion
Needs and concern
Buying and spending habits

 

After grouping your audience you should ask yourself how will I reach out to my targeted audience? The best way to reach your targeted audience is to find media that targets your type of audience and some of these outlets are;

target audience social media

 

SOCIAL MEDIA

Social media allows you to target ads on various interests and demographics however the audience may be precise and consume media in different ways.

Some users can be more receptive to business ads on Facebook but may respond more positively on Instagram.

It is therefore very important for you to measure the success of different types of ads on these various platforms, you should test different platforms to see what suits you.

 

NIELSEN RATINGS

Nielsen ratings are very useful in determining how many households view a certain show using statistical sampling.

Although prime time might seem like the better option to reach a wide range of audiences, you might discover that more niche shows in the early or late fringe will reach your target audience for a small fraction of the cost.

This is especially true as more channels make television highly fragmented.

MEDIA KITS

Media kits from publishers give a precise idea of the audience segments they cover. These can be broken down by job titles, income levels, or hobbies depending on the brand.

Deciding on where to invest ad dollars, marketers should ensure that secondary audiences aren’t included.

For instance, people often pass along magazines to friends and family. This long shelf life is valuable for marketers, but it should not be included when deciding on where to buy as they are mere estimates.

Always strive to employ paid subscribers when making decisions or when negotiating on cost.

 

THIRD-PARTY INFORMATION

Third-party platform providers such as Marketing Measurement and Attribution Platform can help you recognize what outlets your target audiences frequent or television shows they watch.

To choose a befitting partner, investigate these companies to identify how they reach the target audiences. And are they using outdated data or do they have an active media partnership?

Using the rights outlet has brought you closer to understanding your audience but now the Multi-million-dollar question is “HOW TO REACH YOUR AUDIENCE AT THE RIGHT TIME”.

Knowing how to reach them is never enough but you should also know how to reach them.
They are various crucial considerations to ensure right time marketing across different channels:

 

TELEVISION

With the DVR, people won’t have to sit through commercials. This means that even with the right target audience, you can’t absolutely guarantee views on commercials shown in the middle of any show’s break.

When negotiating television slots, focus solely on either being the first commercial before a break or the last one at the end of a break. And the best choice is live television (including late-night news or sporting events).

Since these are live there is a guarantee that more people are watching at the moment rather than surfing through programs and tv shows.

 

RADIO

Most listeners often switch radio stations during commercial breaks when negotiating, make sure to book ads at either the beginning of the break or the end if possible.

Also, be sure to pay attention to DMAs (Designated Market Areas). DMAs are provided by Nielsen and are solely based on signal strength.

As a case study, the Boston market also includes Rhode Island and Southern New Hampshire. It is important to keep this in mind, because although radio is a great way to reach local consumers, it may also include listeners outside your target region which will help you reach out to a wide range of audiences.

 

EMAIL

When booking an eblast with any outlet, consider timing. Fridays are like the weekends and are a common day for people to take off, so sending an email out on a different day may increase your open rates and the number of audiences you will reach.

Knowing who they are, how and when to reach them will put you almost on the verge of fully understanding your targeted audience. The concluding part is fully understanding the roles of your target audience; WHO IS THE DECISION MAKER? And who is THE SUPPORTER?

Read more: https://businessgists.com/how-to-identify-and-find-your-dream-customers/ 

THE DECISION-MAKER

This is the person who ultimately makes the final purchase decision. In most cases, the decision-maker is the same as the supporter, but in other cases they are different.

When divergence occurs, you must acknowledge this and gear ads to the decision-maker.

For example, let’s look at the modification of the Old Spice brand in 2010. The brand wanted to transform its product to appeal to a younger generation.

During the extensive research the team discovered that while men may ultimately wear their product, women were making the purchases, leading their creative team to focus on this target audience thereby making it more appealing to the decision-maker since they have the veto power to either purchase the product or not.

 

THE SUPPORTER

The supporter is likely not to have the veto power to make the decision, but they will have a heavy influence on whether or not a product will be bought.

Take, for instance, a child in most cases will not directly make a purchase, but if they want something for Christmas or as a birthday present, they influence that decision.

This is why it is important to develop marketing strategies that speak clearly and boldly to consumers in both of these roles as they play very important roles.

Understanding your targeted audience is very crucial as it will determine not only your success in the business market but also the growth of your business.

Knowing what they need, how to tell them you have it, and when to tell them is the basis of understanding your targeted audience. “Everyone has a story to tell or a product to sell, know your audience before you open your mouth”.

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