30/05/2023
Reaching the target audience: how not to lose money😉
A business needs clients, while clients want to solve their problems. If the business doesn’t understand the needs and problems of the audience, or if the audience doesn’t need these services and products, communication will be lost and sales won’t grow.
❗Here’s an example. There’s a game shop, which sells video games. The shop is popular with their regular customers, but the owners want to get new ones. The sellers go to a street with a big box full of games and offer it to everyone. A teenager may show some interest and buy some video games, but the offer isn’t relevant to a businessman in a hurry or an elderly woman walking along the street.
It’s better to go to a meeting or a festival like Comic-Con or advertise there. The sales will increase faster. Here are some terms to understand why:
In the second case, the secret of growing sales is a high affinity index. It shows how relevant your ads are to your target audience. For example, a clothing company may advertise its sports forms for men in sports clubs and sports blogs, but not in beauty shops or Cosmopolitan.
Target audience is a group of people who have the same features. They’re your potential clients. You should know the answers to these questions: What do you know about these people? Do you solve their problems?
Let’s take another example and imagine a company that makes fishing rods and inflatable boats. Their target audience is married men over 25 years old with an average income, who live in cities or towns and usually find information on the press and TV. The ads should be relevant to this group, not to a group of mothers on maternity leave.
If you understand the portrait of your client, their needs and pains, you can define a marketing strategy and run a successful advertising campaign. In the next post, we’ll talk about how to make a target audience’s portrait.
