The phrase ‘target audience’ refers to the group of people that you or your business is looking to reach and communicate with. Any marketing expert will tell you just how important it is to identify your target audience before you even start to think about marketing strategy. Its pointless pitching your product or services to the wrong person or market, it will be juts a waste of time and money.

While the temptation for a business is to try and sell their product to everyone, doing so can be costly and much less productive than trying to reach a specific group of people in society. By trying to reach such a wide audience, your message will likely get lost; by being so broad and unspecific, potential customers don’t feel cared for. The most productive approach therefore is to direct your message to your dream customer, and focus primarily on their needs.

Take for example a leaflet printing company. While they may design and produce other products, such as postcards, folders, posters, letterheads and business cards, they will probably be more likely to succeed in the marketplace if they target their marketing efforts towards customers looking to buy leaflets online.

This is simply because printing is such a labour heavy process. Marketing to customers who buy primarily leaflets allows the company to simplify their production process and lower their prices, which in turn helps bring in new and repeat business. Also, this area of the business is likely the most profitable, and while they may get significant orders for their other products, it is leaflets that are their real money-spinner.
The target audience for a printer is broad; many other business will need to focus in on a much more specific group. Consider for a moment a beauty salon. The most profitable customers would be working women, aged between 20-35, and who live or work not too far from the salon itself. These customers are usually happy to pay more for professional styling advice, and more likely to indulge in extras, like conditioning treatments and colouring. By targeting promotional materials towards this group of people, the business will get the best return on their investment.

How would you describe your ideal customer?

Think about:

– What would they buy from you?

– How often would they buy from your business?

– Are they male or female?

– How old?

– What do they watch on TV? What about movies?

– Where do you think they shop?

– What do they likely do in their spare time?

This thought process should help you identify your target audience. Once you feel like you have a good idea on what makes them tick, you need to consider what will be the best and most direct way to speak to them.

Dean Williams

Dean Williams is a design and marketing blogger working for Print-Print Limited, promoting business and building brands through quality print marketing. If you’re interested in small business promotion then please get in touch hello@print-print.co.uk