The target market is a certain demographic on which your sales and marketing efforts are focused. People that are interested in your products may have some of your preferences, but you should not assume that they share your likes, dislikes, and habits. Even though some of your current clients will undoubtedly fall into this category, any audience you choose should have a significant chance to grow. Your target market may be twentysomethings infatuated with pot plants, stressed-out new parents, or well-dressed seniors. When you identify a group, demographics and psychographics will be used to further segment it.
Designviva differentiates demography from psychographic
To better understand your target audience and their needs, use demographic and psychographic data. Demographics describe their characteristics, such as where they live and how much money they make, whereas psychographics describe their character traits, such as being adventurous, listening to R&B, and participating in winter sports. There are several different demographic aspects to consider when looking at a population. Attitudes, values, interests, pastimes, and conduct are all important components of psychographic analysis. While these traits may be summed up in general terms, stereotyping your intended audience might backfire.
Designviva suggests that techniques such as social media observations and critical can help you go beyond generalizations to discover the peculiarities and variances that distinguish people within a larger group. Although this strategy appears cutting-edge, it has been used for quite some time. Converse’s 1920s advertising was aimed at a more affluent, basketball-obsessed demographic than merely the young. It hired basketball coach and player Chuck Taylor, who held clinics and redesigned the shoes into the now-iconic All-Stars. The rest, as they say, is high-top history.
Identification of your niche or target audience
Your target audience may not be the same as your present consumers, but they’re a wonderful location to begin your research on your intended market. Addresses may aid in geographical categorization, while repeat customers can assist you to determine your core demographic. Analyze your data for patterns and effective rival tactics. If you haven’t built up a client base yet, then Designviva suggests that knowing your competitors will be critical. The decision to focus on the local or worldwide market may be aided by understanding their sales trends, as well as thinking about your product and the procedures necessary to enter an international market.
Individual discussions with clients might help you learn more if you engage with them daily. On a wider scale, you may create surveys using anybody from Google forms (a possible DIY option) to industry leader Survey Monkey. Designviva would like to suggest that specialized businesses can help you focus on your target market and uncover trends and rich details that you would otherwise miss. If your company is just starting and has no clients yet, surveys are a critical tool. Local analysis can be as simple as going out into your neighborhood and asking a few questions, but worldwide research may be better left to a professional firm with years of expertise in this field. Mailchimp and Campaign Monitor are major players in newsletter sign-ups, while interviews and focus groups (which can be recruited from your existing customers or organized by marketing giants such as Gartner) can delve deeper into customer psychographics, looking at everything from hobbies to preferred brands (Mailchimp and Campaign Monitor are major players).
Here, Designviva has explained in depth about the digital data
An online presence may serve as both a marketing platform and an audience data mine. There are several tools, such as Google Analytics, that can help you keep tabs on the performance of your website and social media posts.
Even without analytical tools, social media is critical for monitoring what customers have to say about your business. Designviva advises you to keep an eye on their Insta feed, who they’re following on social media, and what colors they’re using.
There is a wealth of information available online, ranging from opinion-driven blogs to data-driven research papers that may assist you in exploring certain demographics and product niches. There are many hidden treasures to be found online, while large corporations like Nielson provide a variety of services for organizations wanting to research and grow.
You may use all these technologies to better target your products and promotions to certain segments of the population.
How to make your target audience lively
During the 1990s, Nintendo’s marketing approach for the Game Boy revolved around appealing to older brothers rather than the 9-14-year-olds who were Nintendo’s primary target demographic. With only one product, they established trust and grew their market share. As a result, you must ask yourself if your intended market is large enough to be financially viable.
Designviva explains how to get perfection in the persona of a buyer
Both the artistic and technical aspects go into engaging your audience. A story may be shaped from your research by creating one or more buyer personas. You may create a persona based on demographic and psychographic data or any other information you have. Choose a name for them, a backdrop for them, and an image for them. Keep it on your desk to help you remember. Try to imagine what their problems are, and how you may be able to solve them. An actual person in her 30s will have considerably less impact on you and your coworkers than a generic woman in her 30s who likes cooking and going away on the weekends.
Kinds of the target audience
Birkenstock is a different shoe brand with a different customer base than Converse. Between 2012 and 2020, the company’s worldwide sales more than quadrupled, in part because it served so effectively to its target demographic: affluent adult women who like comfort and the outdoors, are health-conscious, and want classic design. Birkenstock’s molded sandals gained notoriety because of srunway collaborations. However, the company’s marketing, which emphasizes the shoes’ health benefits and frequently features women relaxing in classic locations such as driftwood-covered beaches, hillside cabins, and sun-dappled city streets, highlights the fact that these are a timeless purchase whose tough, ergonomic design will support a buyer.
Men buy sandals from Birkenstock as well, of course. Fewer ads include men, and promotional materials tend to focus on loafers and boots rather than the company’s iconic open-toed sandals (which are still a barrier for some male consumers).
While the firm may focus on its core audience, it also has a wide range of items aimed at other customers that are well-marketed. Many companies have more than one kind of target demographic and may advertise their brand differently to each other. Vans, for example, has separate social media accounts for its men’s and women’s lines.
This variant demonstrates the significance of being inclusive in your marketing. You may be targeting a certain group, but you must strike a balance so that you don’t alienate any of the other groups. You should also avoid being condescending to your audience. Any assumptions you make because of your gender, background, or lack of empathy for the reality that certain consumers are different from you run the danger of alienating potential customers. Not to mention that regulations governing marketing to specific groups, such as minors or the elderly, may apply based on the area. When marketing to children, reaching out to their parents, many of whom are millennials, is common practice.
Finding the right audience is a continuous process. Before you do anything else, ensure your results are communicated properly throughout your organization and that everyone is on board with your new approach. If your editorial staff is writing for young suburban Australians but your designers are utilizing visuals that appeal to an older demographic, your brand will appear confused, untrustworthy, and unprofessional.