‘Companies know that they cannot satisfy all consumers in a given market. At least they cannot satisfy all consumers in the same way: there are too many different kinds of consumers with too many different kinds of needs. And some companies are in a better position to serve certain segments of the market than others.’
Kotler et al (1999)
Who are you targeting? How are they segmented?
Targeting is critical to achieving almost every marketing objective. A dull message to the right audience will always prove more cost effective that a brilliant message to the wrong one.
- Who are you targeting?
- Create a persona for each of your target audiences.
How will you segment and profile your target audience personas?
- Segment by demographics (B2B or B2C).
- Segment by their usage? (for example they might be heavy, infrequent and loyal users or light, occasional and promiscuous)
- Segment by their lifestyle? (for example, people who visit National Trust properties, or people who buy branded goods).
- Segment by their geodemographics? (for example, people who live in areas with large numbers of people of non-British origin, or people who live in up-market residential neighbourhoods).
- Identify their needs (consumer needs or business needs)
- Develop behavior-based profiles.
- What are needs of this audience (as regards your product, service or brand)?
What problem of theirs can your brand help to solve?
- What is their buying behaviour?
Consumer buying behaviour
Business to business buying behaviour
- Can you produce a pen portrait of them? A customer journey?
- If you are recruiting, do they 'look like' your most profitable customers?
Does your target audience have similar variables (consumer variables or b2b variables)?
- How can TGI be valuable in understanding or targeting your audience?
- How might data analysis improve your insight and/or your targeting?
- Do you have responders to previous campaigns flagged on your database?
- What do you know about them?
For example what are their usage levels (e.g. frequency and weight of purchase)?
Or take pack size for example. By knowing what pack size they are buying, you could test incentivising a segment of your audience, for example, to trade up.
- What about demographics, or geographic or behavioural characteristics?
- Do you have or can you buy data that lists customers of your competitors?
A pen portrait will help the Creative team to better understand who they are talking to.