Understanding Target Audience : Is there more to it?

This is what the books tell you :

A target audience is a specific group of people that a business focuses on when promoting its products or services. This group is identified based on various factors, including:

1. Demographics: Characteristics like age, gender, income, and education.
2. Location: Where the audience lives, such as specific cities or regions.
3. Interests and Lifestyles: What they enjoy, their values, and how they spend their time.
4. Buying Behavior: How they shop, their brand preferences, and how often they purchase.

Understanding the target audience allows businesses to create tailored marketing messages and campaigns that resonate with those people, making it more likely they will engage with the brand and make a purchase. Essentially, it’s about knowing who your ideal customers are and how to reach them effectively.

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While you’ll go by the principles above in defining the core TG for your brand or a long-term TG for your brand, marketing also requires you to think out of the box about certain specific campaigns. Below are a few examples where the brand moved away from an obvious or regular TG to a more campaign relevant TG.

Coca-Cola: During the 2014 World Cup, Coca-Cola launched a campaign that targeted soccer fans in the U.S. by promoting the sport to a broader audience, including those who may not typically watch soccer. They emphasized the global aspect of the event, appealing to diverse cultural communities in the U.S.

Reebok: Reebok focused on the fitness community, but their “Be More Human” campaign specifically targeted non-traditional athletes, such as moms, weekend warriors, and those new to fitness. They emphasized personal growth and empowerment rather than just athleticism.

Allstate: Allstate’s “Mayhem” campaign, featuring a comedic character that embodies everyday risks, targeted younger audiences who might not typically engage with insurance advertising. This approach made insurance relatable and highlighted the importance of protection in a fun way.

Old Spice: Old Spice successfully repositioned itself from a brand for older men to one that appeals to younger consumers. Their humorous advertising campaigns featuring the “Old Spice Guy” attracted a younger audience and even women purchasing for their partners.

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