Archive for April 21st, 2009

While some companies have clearly identified target audiences or target markets, others struggle.  For some companies identifying a target audience can be tricky for marketing material simply because the company appeals to such a wide variety of customers.

But, in order for marketing material and other communications to be effective, knowing the target audience is vital.  Often that target audience overlaps with the target market, but not necessarily.  A target audience is who the marketing material is geared toward.  The target market is who the product or service is geared toward.  A nursing home, for example, may serve an older adult population.  But, it may gear its marketing material to the younger generation making the decision of where to place a beloved parent.  Figuring out a company’s target audience may take some work.

Start by asking. If you are already working with the company, then ask them who the target audience for the project is.  You can outright ask about the target audience or you can get there in a more general way by starting with questions such as “What do you want the focus for this piece to be?”

Help them determine the target audience if they don’t know. Perhaps your contact can’t easily define his or her target audience.  Or perhaps you get general answers.  You then are tasked with the job of helping them determine the target audience.  And while you may argue that this isn’t your job, it is indeed.  Part of being a writer is understanding your audience and writing for them.  It may take some time, but in the end, your client will be happier and his or her message will be more effective.   Here are some tips for determining target audience:

• Look at their former marketing pieces.  Who would these appeal to?
• If they don’t have any previous marketing pieces, then get to know their business service and/or product.  Who do you think would need this service?  Ask if they agree with you.
• Look at the marketing pieces of their direct competitors.  Who would these appeal to?  You certainly don’t want to copy information, but another part of effective marketing is knowing what is out there so you can stand apart.
• Ask about their regular customers.  What is the age range?  Gender?  What do the customers say drew them in and keeps them coming back?

Run it by them one more time. It may sound like I’m harping here, and I may be just a bit, but once you determine the target audience, run it by the client once again.  Throughout the entire process of working together, you want to make sure you’re on the same page.  Ocassionally going back over this with a client will spark new thoughts or ideas that they’d really like to incorporate.  No matter what, you’ll know whether you’re on the right track to making your client happy.