How to make your product, product or service in demand? In today's world, any financial expenditure, whether it's going to a supermarket, visiting a museum or relaxing at a resort, is perceived by people as an investment that must necessarily solve a problem, generate income or have an ultimate goal. And the more attractive in terms of results this or that investment is, the more money a person is willing to spend.
What is the target audience?
In order for your product to become a way for someone to achieve a real goal, you need to know how to determine the target audience. First, let's understand the essence of this concept.
The target audience is a set of potential consumers, that is, those people whose problem your service or product can solve. For moreto accurately determine the needs of a particular group, the entire population of individuals is usually divided into segments by sex, age, social status and financial status.
When introducing a new product to the market, all manufacturers dream of making it popular and successful. But, unfortunately, few people know how. Determining the target audience of the product means laying the foundation on which you can slowly and cost-effectively build a reliable advertising campaign.
Limit or generalize?
When determining the target audience, many experts make a common mistake. Unfortunately, it can have negative consequences. For example, they believe that clearly limiting a certain group of people as a target audience and focusing promotion policy only on them will expose the product to the risk of losing consumers who could make a spontaneous purchase.
But this is a myth. To date, the share of random purchases on the market is extremely small. Its percentage is steadily falling, which is explained by a decrease in the income of the population and, accordingly, more precise planning of costs. That is why it is very important to both correctly determine the target audience and correctly target the promotion to it.
Characteristics of the target audience
Knowing the main characteristics and criteria will help you easily figure out how to determine the target audience. Such a group of people has the following characteristics:
- Interested. Peopleshould be interested in the product, seek information. It's hard to sell a car to someone who can't drive and has no intention of learning.
- The ability to acquire. The group targeted by the advertising message must have the means to purchase and have the need to make it.
- Willingness to change loy alty to the current seller when applying marketing pressure. Fanatic adherents of the brand cannot be interested in even the most iron arguments. In order to respond to your message, the buyer must be ready for dialogue.
The correct definition of the target audience implies its compliance with all three parameters at the same time, since an interested consumer who is ready to move from a competitor to you may simply not have sufficient financial capacity. Or, conversely, have money and need a product, but be a strict adherent of a different brand.
More criteria
The second, no less common mistake made in the process of identifying target groups is the insufficiency of the criteria used. To correctly identify and take into account the needs of a particular person, it is not enough to know his age, place of residence and gender.
Within the same age group, there may be consumers with diametrically opposed hobbies, different psychological characteristics and lifestyles. The deeper you dive into the world of potential buyers, the more youyou will know them. And better understand what their problems you can solve.
Ask yourself the right questions
For a clearer idea of how to define your target audience, experienced professionals recommend making a list of questions. By answering them in detail, you will be able to imagine the end consumer in as much detail as possible and find the shortest path to it.
- Determine the gender of your consumer, decide for whom you are producing your product. Winter shoes can be created for both sexes, but for ladies it will be elegant boots, and for men it will be practical boots.
- Reveal the age group of the people you work for. Try not to spray. The clearer the border, the more accurate the direction of the message. Model winter boots with thin stiletto heels are unlikely to suit older women, and teenagers prefer sneakers even in winter.
- Where do your customers live? And if they use your products, how? It is much easier to determine the target audience of the product if you understand that leather insulated winter boots are good for a city in the middle lane, and high fur boots are good for a village in the far north.
- What does a potential buyer do? Where and in what position does he work? The level of education and social status of a person directly affects his motivation in the decision-making process. A we althy executive lady can easily decide to buy a second and even a third pair of winter boots, while a trolley bus driver has barely enough money andimagination for one weekend shoe for each season.
- What worries your consumer? What are his problems? Does he want to dress warmer in winter? Or maybe become more stylish? Or just feel comfortable and cozy in good shoes in a slushy winter? The answers to these questions are also important.
Create a description
After answering the questions, write a description of the customer. Analyze the lifestyle of your addressee: where does he go, what TV shows do he watch? Drive a car and listen to the radio? Or maybe he reads an advertisement on the rear window of a trolleybus? What restaurants does he take his wife to, what kind of films does he like to watch with his children?
A detailed story about the person for whom you created your product will quickly help you understand: where and what kind of advertising should be placed, in which news blocks to insert a promotional video. And also where to put the booklet: in the mailbox or on the table of the nearest beauty salon. Are you still wondering how to define the target audience? Then consider special cases.
Determining the company's audience
Organizing your own business, especially at the initial stage, requires not only material, but also intellectual costs. And not in the last place, along with the ability to competently draw up a business plan and develop a development strategy, there is such a need to determine the target audience of the company. That is, to understand who your efforts will be directed to.
A feature of determining the target audiencecompanies is to choose between the individual buyer and the business as a consumer. The analysis of the first group is more complicated. The market to which it is oriented is subject to significant fluctuations, and, therefore, is characterized by low stability. The choice of the second segment as the target audience is less volatile, but requires significant development costs.
Target audience for the site
The specifics of determining the target audience of an Internet resource is a clear understanding of who and for what purpose this or that content may be interested. When developing a website promotion strategy, it is important to take into account not only the gender, age and income level of potential resource users, but also the operating system and browser they use. And such a factor as place of residence, on the contrary, will not be of paramount importance.
Features of promoting Internet resources dictate the need for a more thorough study of the interests of the audience. But, on the other hand, they provide an opportunity to attract so-called casual consumers. For example, by promoting the query “self-repair a car”, you will attract to your site not only representatives of your target audience, but also users who entered “car repair” or “self-repair” as a query.
Another method that will help you quickly navigate how to determine the target audience of the site will be the use of low and medium key phrases when planning the promotionfrequency and competition. In order to be as specific as possible to your group, do not use an all-encompassing "window". Choose, for example, "wooden windows with double-glazed windows".
How to determine the target audience of the service?
Determining the target audience is a laborious process that requires special education and significant experience. The success of an advertising campaign directly depends on how competently and accurately potential consumers are identified and how their needs are identified and taken into account in detail. And return on investment in promotion.
In addition, knowing how to identify the target audience and analyze the behavioral characteristics of the group will make it possible to create a service that best solves consumer problems and surpasses the capabilities of competitors. In addition, it will be possible to predict changes in consumer preferences. As well as the behavioral characteristics of the target audience. Based on this, the manufacturer will adjust the features of the promotion in time. He will have the opportunity to identify and apply the most effective motivation to influence the addressee's decision to purchase.
