The visual of a dart or arrow hitting the bullseye of a target is often used to represent a marketer’s target audience. It’s an appropriate image that likely influenced the term with its roots in the early 20th century. Today, this ubiquitous symbol still represents an idea we all recognize, but it is not uncommon for businesses to be unsure where to start, nor how to really focus on the correct bullseye.
At B&C, we understand that the value of a clearly defined audience is exponential. We also understand that before defining the target, we have to understand the segments that make up the potential market. After all, it doesn’t matter if your headline hits the bullseye for a segment outside of a market you can support. So, to ensure we are aiming for the right target, we have to look at the relevant demographic segments in the available market.
We develop detailed audience segment profiles that use a variety of data points, including demographic and psychographic data, to help us predict attitudes, preferences and motives. This allows us to tune into the messaging that will resonate with the target audience and informs us on the best media with which to reach them.
Easy Target
Some products don’t leave a lot to guessing when it comes to dialing into a segment. For example, 88% of pick-up truck owners identify as male. Therefore advertising for a camping product used in the bed of a pick-up truck will likely target male audience segments. This audience profile might describe men with a college degree and income between $75K-150K because 77% of campers have at least some college education, and 60% have an income of $75,000 or more.
Maybe that was too easy… What if one of this year’s business goals was to grow sales in a female market segment? Our camping woman’s profile might look similar in regard to education and income, but her motives will be quite different. We might start by asking if she is the truck owner, or her spouse? These questions will help us clarify the different lifestyles and attitudes of the women in our new target audience.
Which Dartboard Were We Aiming For?
On the other hand, some products, like body wash, appeal to a much wider variety of segments. Most people use soap, for generally the same reason, making it vital that the market segments to be targeted are clearly identified—as early in the process as product development. Unilever’s Dove and Axe product lines are a great example of a brand meeting the needs of different segments with fundamentally similar products. The distinct messaging presented in these comparable products is the result of clearly understanding the needs and motives of the specific segment being targeted by each brand.
Conducting quantitative research is a great way to confirm, clarify or dispel assumptions about a market segment.
Consumers are faced with copious marketing messages every day. To break through the clutter and reach them, we have to use personalized messages that show a clear understanding of who they are and what matters most to them. What’s more, the cost of a missed message can be higher than just wasted ad-spend—your message could be seen as tone-deaf and insensitive.
Targeting the right audience starts with understanding who they are. If your business doesn’t have up to date audience profiles, we can help you get started—contact us today.