If you were selling footballs, would you target the majority of your marketing to women? Probably not.
While consulting for the Valley Economic Development Corporation, I would find many businesses making the mistake of not targeting their audience properly, thus wasting a lot of money on marketing and even worse, creating a product that did not meet the needs of its target audience.
Whether you are creating a product, launching a new service or revitalizing your company’s marketing, you need to be laser focused on your audience in order to compel them to make a purchase.
Know Your Buyer & Their Preferences
Know who buys what! The millennial generation (people born in early 80s until 2000s) makes purchases based on different aspects than the baby boomer generation (born during and post WWII).
Sample Buying Preferences
- Focus on Comfort
- Reliability & Consistency
- Excellent Service & Accommodations
- Like Unique Products & Design
- Socially Responsible
- Like a Story about Brand
*source: USA Today
If you watch Jerry Seinfeld’s Comedians in Cars Getting Coffee series he has a running joke about “Hipster service” – basically it means that businesses catered to hipster/millennial audience provide slower services. Millennials tend to accept slow service if your product is excellent – they probably took an hour researching you on Yelp :-D.
What Does Your Audience Already Like?
Create a channel to get understand your consumer’s habits:
Target: Female–> Age 40-50 –> Geography –> Income Level –> Preferred Hobbies/Social Activities
For example, the incredibly successful and continuously growing Rustic Canyon restaurant group in Santa Monica has everything from a high-end Italian food restaurant to an ice cream shop and a bakery. Everything they do succeeds because they understand the people living in their target region.
These are some of the characteristics of the restaurant:
- Products are from the local Farmers Market and all freshly made
- Cozy/unique design
- Husband and wife ownership group (family)
- Right quality
They worked the consumer behavior channel, showing they understand the local demographic.
Target: Santa Monica –> Affluent Beach Town/Disposable Income –> Body & Health Conscience –> Destination City –> Outgoing & Social Community
Monitor Your Audience
Whether you are looking to promote your product online or in a respective neighborhood, go and see what your target audience’s channel is:
- Sit in the local coffee shop and observe
- Visit a dozen of the websites they use
- See how they behave and use social media
- Check FB groups with similar demographics
- Browse forums on your market
- Subscribe to successful blogs and newsletters that your target audience subscribes to
If you have a business running now, you should track important elements such as sales, customer interactions, faqs, and other factors that your business may rely on.
Today’s Internet marketing tools give you many opportunities to connect with your target audience. Your primary goal is to make sales! And to do that it is important to understand the user’s behavior and meet their needs! Provide the value they are looking for and ensure that they can find your product.
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