Determining Target Audiences For Print Marketing
Your target audience is the target group you are trying to reach with your marketing campaigns. This should accurately reflect those most likely to buy the product or service. There are many reasons businesses should determine who their target customers are, such as:
- To locate the right places for marketing materials distribution.
- To choose the most effective marketing material to reach the right people.
- To help you create persuasive messages to convince your intended audience.
- To make it possible to design compelling materials.
- To help you adjust and improve future promotions to appeal to your audience.
Follow these five crucial steps to determine your audience:
Segment Your Audience
Your product/service might appeal to multiple groups of people. Therefore, it is crucial to segment the audience according to these groups. Your audience might include people from different parts of the world who purchase your products for various reasons. Here's an example:
Imagine that you are selling baby clothing. There might be many people who buy your product. You can divide them into different personas. This is how your personas might look:
- Son-to-be or new mothers looking for clothes for their babies.
- People looking for gifts for baby showers or for family members.
- Business owners who might be interested in reselling your products.
- Organisations that aid young mothers and their children.
Each of these four groups would be interested in your product, but you would apply a different approach to each. To ensure that your product appeals to all, it is crucial to segment your audience and evaluate their wants and needs.
Conduct Market Research And Look At Competitors
Is there another company offering the same service in your area? Who are your most powerful competitors, and what makes you stand out from them? You can also identify market threats that could affect your offer by conducting market research. This will help you prepare for possible threats and plan to avoid or mitigate them.
Take a look at your competitors and consider the following:
- Who are they targeting with this strategy?
- What are their customers' most significant pain points?
- What are they missing?
- How do they advertise?
This will enable you to determine the market gaps you can fill and how you can use underutilised marketing channels to reach audiences your competition isn't.
Analyze Industry Trends
You should keep up with the latest trends to see how others are doing advertising. Similar to market research, it helps you identify the gaps in your product or services and determine your product's unique selling point. These trends can be used to adjust your marketing strategies and determine whether there are any fluctuations in the popularity of your product.
Ask Around
Talk to your customers and find out their interests. Why are they using your product/service? How can you improve your offerings? You can not only gain insights into your audience by using this tactic but also:
- Recognise collaboration opportunities.
- Learn more about our competitors.
- Learn how to improve.
- Create and sustain relationships with customers.
Interpret and Use Your Data
After all the research, you will have a lot more data. The data will need to be analysed to understand your target market better. To create targeted marketing campaigns, you can use the data you've gathered to identify common patterns. Data interpretations can create personas or determine value in your offerings.
Minuteman Press Bedfordview is available to help you design the perfect print marketing campaign for your business. Our experts are happy to assist.