In session 4 of A Marketing Podcast I discuss developing your target audiences as part of your marketing strategy and how to build out each audience to help you develop your marketing mix later in the strategy. I help you understand how many audiences to develop and what factors determine if you should develop a potential audience or not.

Session 4 Show Notes:

Recap of Previous Sessions (related to strategy development):

Session 2 – What a marketing strategy is and why you need one

Session 3 – Establishing goals and objectives and how they are different and work together

You have more than one target audience!

Every business I’ve worked with has had more than one target audience.

I try to find one, but as you can see even a shaving razor company has multiple target audiences

The example was:

Clearly for men who like to shave -bearded guys need not apply

However, wouldn’t it be a cool present from a girlfriend or wife to their significant other? And therein lies the other audience we need to develop

Harrys.com shavers 

Make sure to consider if additional target audiences are viable for marketing within your strategies period

It’s not about developing as many target audiences as you can, it’s about identifying your target audiences that pose a real potential to be marketed to.

Identifying your target audiences

I like to start with these two categories to develop audiences for my strategies.

Current Customers

First off look at your current customers

But don’t just look at their customer records, call them, survey them, talk to them, see where they hang out and what made them choose your product or service

Potential Customers

Brainstorm on customers that you may not have yet but could benefit from your product.

Create a list of potential customers and keep the ones that you feel are viable for marketing efforts within this strategic period

Don’t get rid of the audiences that didn’t make the cut this time round, they may be valuable at a later date.

As a side note, understanding your target audiences by product or service may help you develop additional audiences or clarify some that you’ve already considered.

Developing your target audiences – the details

* Give the audience a name

something like “Middle age dudes”

Or female teenyboppers

* Description

age range,

Sex

Hobbies

Professions

Summary of the audience will work as well – my examples for A Marketing Podcast use more summary then demographic.

Example for “Middle age dudes” – 45-55 year old males who shave and typically have white collar jobs in suburban areas

* Where are they

Where you can reach this audience with your marketing efforts

The more intimate you can be with the location and channel the more chance you have to convert

* Messaging for this audience

Develop the general tone and speech to use for this audience

You are not developing copy to place in your marketing design right now, just figuring out the way to talk to this audience from a personal feeling point of view

Remember your brand’s voice when developing this detail as that should come through regardless of how your audience would prefer to be communicated to

Meaning if your brand is a little cheeky then include that for each audience

For example one of harrys.com audience is 20,30,40 year old men. Talking to them means being direct and informative whilst still ke...