Can you identify your target market?

Lets say that you are a plastic surgeon and 90 percent of your business is generated from women ages 24-50. Would it be wise to spend marketing dollars on placing an ad in a men’s magazine? Unless the campaign is geared to encourage males to convince women to use this service, the chances of seeing a return on your investment are very slim.

Many organizations, when asked “who is your target audience?” will answer, “everyone.” Although we would all like to think that our products or services will be desired by all, it is unrealistic to try and target “everyone.” Fact is, targeting everyone isn’t targeting at all.

In the cases where your audience is vast, it’s usually best to create a campaign for each segment.

To define your target audience, start by answering these following points:

• Gender
• Age Range
• Income Level
• Education Level
• Marital Status
• Geographic Region

You will also want to establish the attitude of your audience toward your product or service:

1. Why do customers use your product or service?
2. What makes it different from your competitors?
3. What special features interest your target market?
4. Is your product or service a need or a luxury?
5. How will your target market find you?
6. Who or what influences your target market’s decisions?
7. What are the competitors offering?
8. How are your competitors positioned?

These are just a few of the elements that will help you target your audience and create a successful, cost-effective marketing/advertising campaign.

Jennie Quimbita (JQ)