An outline of the key steps you need to take to find your target audience. The key to marketing strategy is understanding your audience, it should make up 50% of your strategy, yet many people do not understand who their audience is. This outlines my slides from presentations given in Wiltshire
Foundations for Marketing Success: Understanding your Audience
1.
2. CUSTOMER FOCUS
Their common link?
Make decisions based around
information about
customers' needs and wants
rather than what the business thinks
is right for the customer.
3. SO WHAT? IT HELPS YOU CONFIRM
Product Price
Place Promotion
4. YOU CAN DO IT!
STEP 1: RESEARCH STEP 2:
SEGMENTATION
STEP 3: TARGETING
9. GROUPING YOUR
CUSTOMERS Each group needs to be unique.
No one person can be in more than one group.
And remember it’s the whole market:
The good, the bad & the ugly!
12. LIMITING WHO
TO MARKET TO
Yes!!
1or 2 groups maximum
- You only have limited time & resources
- Gives you a focus
- Means you only target your best customers
13. THINGS TO CONSIDER
Who you
aren’t going
to target
What your
business
objectives are
Which groups
influence
each other
14. INFLUENCERS
Uncool kids 16-24 who
want to be that attractive
all American kid
Those over 24, who want
to continue to be cool
17. PERSONAS
Sketch of your target audience
Think about:
Why they buy the product
Why they don’t buy the product
What their lives are like, any pain points
What other service they would buy other
than yours
How they find us
18. YOUR POSITIONING/ PROPOSITION
What you stand for in the minds the
target audience
Always start with the customer
How does the competition stand up?
Make sure you can deliver on the promise!
Customer
CompetitionCompany
20. KEY TAKEAWAYSResearch
• Start with
your
customers
• Google is
your friend
Segmentation
• Keep it simple
• If you can
find it on the
internet, use
that!
Targeting
• This is for
marketing, it
doesn’t
exclude
everyone else
• Think about
influencers
• Create a
persona for
your target
audience
Positioning
• Think
customer first
• Make sure
you can
deliver on
any promises
you make
