Aim for Your Target Market

Imagine Michael Jordan dribbling the basketball and then simply throwing it into the air without a target in mind.  Or how about Tiger Woods not caring which direction he hits the golf ball.  These ideas are crazy!  It’s also ridiculous if you don’t have a target market identified for your advertising.  Knowing your target ensures that your message lands to the right people at the right time.  It gives you the best opportunity for a return on investment.  The more niche, the better! For example, if you are a home services company, you do not need to spend money where tourists see an ad.  Why would a blanket mail piece to renters work if your product is perfect for homeowners? Going to everyone is expensive, unproductive, and not generally a good idea. Targeting works like a laser and pinpoints you towards your most desirable client.

Knowing your perfect market allows you to build relationships and know exactly where your dollars for marketing are being spent. A recent study showed that over 35 billion dollars in ad spend is wasted every year by companies that fail to engage their proper audience.  Don’t let this happen to you! The optimal market question must be answered, and you can define it with these easy questions…

1. Who is your perfect consumer?
2. What drives the buying decisions of your current clients?
3. Who would be repeat customers?
4. Which customers are most profitable in the long term?
5. Who can afford your services?
6. What problems does your company solve?
7. Who needs or wants your products? Where do they live?
8. How would you describe your current customer base?
9. Who do you think your business helps?
10. What is this audience interested in purchasing?
11. What age group, education level, gender, ethnic background is best?

Imagine playing darts and hitting the bull’s eye each time you throw. That is what can happen when you know who to reach and market to them appropriately.  Different distribution systems share your message in specific ways to different groups of people. Some give more control than others. You can’t guarantee who will pick up a business card or anything simply dropped off somewhere for pick up. That method doesn’t target very well. On the other hand, local radio can be designed to attract a specific market (think of how rap or country music genres appeal to particular people.) Certain age groups are more prone to use TikTok over Youtube. Different generations prefer Facebook and Twitter over Instagram.  Ads at a school or event venue will never reach people who have never attended that location.

To advertise to the masses might sound like a great idea, but its akin to Tom Brady throwing a football and not aiming.  As sports is about more than just plays or punts, business isn’t just about products or services.  You must know how to build your brand effectively or simply partner with a company that can help reach your ideal audience. A little research and judgment can allow you to understand your perfect client so you can promote to them in a meaningful way.