No, Everyone is NOT Your Target Audience!
If we had a dollar for every time we asked someone who their target audience is and they replied with, “everyone”, we would probably be able to retire now. Fortunately we love what we do, so we’re not planning to retire anytime soon!
The point we’re trying to make though is that many companies truly believe that “everyone” is their audience. While this would be awesome and much simpler from a marketing perspective, it just isn’t true.
You may think that giant corporations such as Target and Walmart who sell anything from eyeliner and diapers to wind shield wipers (and everything in between), would consider “everyone” their audience, but they don’t.
True, they may have multiple target audiences that cover quite a bit of the general population, but they still have defined target audiences based on research and data.
So why is this important to know? It affects the bottom line and your marketing initiatives.
Let’s look at the following scenario:
You have a specific marketing budget for a designated area – say $10,000.
Everyone is your audience, so you decide to blanket the market and send your message and promotional materials to everyone. This is probably a mix of print, digital, maybe some PR, etc. That $10,000 goes fast (and may not even cover everyone) and you only see a minimal amount of interest.
Based on research you know who your target audience is, what type of media they prefer to receive messaging from, and what type of messaging works. You also know they are the individuals who are most likely to act or want your product/service. You build your marketing plan around this knowledge and your dollars not only go further, but your ROI increases because you’re targeting those who are most likely to purchase.
In simpler terms, knowing your target audience allows you to be more strategic; with your messaging and your placement, and will give you a higher ROI because you will be targeting people that want or need your product or service. Think of it as the shotgun vs. sniper approach.
So we leave you with these key takeaways: Do you know who your target audience is? Do you have one or multiple audiences? Are you marketing with a shotgun approach or are you honing in like a sniper?
Need help determining who your target audience is? Contact us to learn more.