One of the basic concepts of marketing is the target audience (hereinafter referred to as TA) - this is a circle of people interested in purchasing a product or service. Any product that should be in demand by the end consumer has a TA.
Example of target audience
The main target audience of a Turkish 3-star hotel is a family with one or more minor children living in the central part of Russia and its northern regions. The total family income allows it to replace a vacation at the resorts of the Krasnodar Territory with a trip to Turkey. But in this case, a very precise segmentation of the target audience by income level will be required. It should not be so high that the family would prefer a vacation in more elite 4 and 5-star hotels or a trip to the Maldives.
Knowing the exact needs of customers, you can confidently student data focus on launching new and necessary products for them. When there is no understanding of the target audience, it is impossible to know the problems of customers, their desires and capabilities.
A competent analysis and subsequent selection of the target audience will allow you to:
reduce overall product advertising costs;
increase sales levels;
increase brand awareness and consumer loyalty.
target audience analysis
The Basic Algorithm, or How to Define Your Target Audience
First, you need to understand what type of target audience you are primarily interested in when introducing a new product or service to the market.
Step one: identify the primary and secondary target audience
The primary target audience includes consumers who have sufficient financial resources and make their own decisions about purchasing goods (services). For example, a 30-year-old man without a family who buys a foreign car.
The secondary category includes consumers-motivators who do not make a purchase themselves, but have an influence on the primary target audience. This approach is based on psychographic characteristics, and the most striking example of the primary and secondary target audience is parents and their children. After all, it is at the request of the child that the parent will buy him a new toy, although he himself is not interested in buying it.
Step two – who is your product for – B2B and B2C
The B2B sphere is if the product is aimed at business representatives, and B2C is if the product or service is intended for individuals. Identifying the target audience for B2B and B2C are two completely different tasks, each of which has its own characteristics.