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Target Audience – One of the Four P’s
Written by: Rita CartwrightArticle Overview: Do you know who your target audience is? If you don’t know, you are not maximizing your advertising and/or marketing efforts.
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Target Audience – One of the Four P’s
A marketing strategy blends the elements of the marketing mix, also known as the four P's (product, price, placement, promotion). The promotion element involves communication, and one type of communication is advertising. The advertising strategy combines the elements of a creative mix. This mix includes the target audience, product concept, communications media, and the advertising message.
In order to create an effective advertising message, it is important to know who your target audience is. The target audience includes the end-user, the person who makes the purchase, and the one who influences the purchasing decision. For instance, McDonald's target audience is made up of children and their parents. The children influences their parent's purchasing decision. Therefore, McDonald's advertising message is directed toward the children, as well as their parents.
The process of determining who your target audience is begins with segmenting the consumer market; finding the right niche. This process begins with identifying groups of people with certain shared characteristics within a broad market. The categories of characteristics are geographic, demographic, behavioristic, and psychographic. Then combine these groups into larger market segments according to their mutual interest in the product's utility or benefit. From these segments, choose your target market. Your target audience includes your target market. The target market in the previous McDonald's example is the person(s) who makes the purchase. Target audience is larger than the target market.
Segmenting the business market is just as complex as segmenting the consumer market. Business markets are identified by using many of the same variables used to identify consumer markets. Additional variables used are business purchasing procedures, SIC Code, or by market concentration.
The product/service market consists of all types of consumers; however, groups of consumers have similar needs and wants. Begin with market research; identify your groups with shared characteristics; combine these groups into larger markets; and select your target audience which includes your target market. Before you create an effective advertising message, it is important to know who you are talking to. Do you know who your target audience is?
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Article Tags: advertising message, marketing efforts, marketing mix, marketing strategies, target audience
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About the Author: Rita Cartwright RSS for Rita's articles - Visit Rita's website  After Rita earned her Bachelor of Science degree in Marketing, she was hired and trained by Sears to be a Sales Manager. She soon discovered retail sales was not for her. So, Rita decided to become an entrepreneur offering virtual assistant services. Since 2002, she has provided word processing services and other virtual assistant services to entrepreneurs and small business owners. During the past eight years, Rita has used various Internet marketing strategies to market her online business and discovered that she has a passion for Internet marketing. As a result, she decided to focus on offering Internet marketing services and recently, decided to change her business name to RJ's Internet Marketing Services in order to reflect the niche service offerings. Rita enjoys being an entrepreneur, as well as working with other entrepreneurs, especially, business and life coaches. She admires how they transform people's businesses and/or lives by helping them to become successful. Today, Rita is glad she didn't receive any job offers 10 years ago. She has been more successful at searching for clients as opposed to searching for employers. Click here to visit Rita's website   Working with a Virtual Assist |
Related Forum Posts
Re: How should i promote a new website?
- ignore this message IF it's already been stated. I haven't had a chance to read all the replies and i have to jet from the office...
I suggest marketing where ever your Target Market congregates. If it's a forum of concerned parents - go there. Strike up a deal with the forum owner (JV) and have him promote it to the list of members (Integration Marketing).
If you want to go with Forums then i would partner with a parent who is a frequent poster/moderator on a particular Target Market Forum and have him/her add your link to their signature.
That was just a thought but it's not as intense once you get buy in from the Forum owner or high ranked poster/moderator.
Hope that sparks some new ideas.
Re: Top 5 Magazines For SEO
- Hi GT,
Thanks for the update, I have checked out the others and as I think Jeff said earlier in this post, B2BM is the only free one as the rest are by subscription only although Target Marketing Magazine is free in the US only and there are some qualifying criteria to observe before you are accepted.
I can’t justify the subscription to all of them but I will sign up to B2B and if any members subscribe to any of the others then perhaps you could give us some feedback,
regards,
Mal.
War Time clothing niche
- Dan, interesting niche. Can you share some of your lessons learned in the following areas:
1. Marketing (Target market? and how you reach them)
2. Do you dropship or stock the products yourself?
3. How do you encourage repeat sales by your current customers?
We don't get too many people in the Internet Business share these experiences.
Your timing with the niche seems appropriate with war on everyones mind in the States. Do you find that during the last few years you've been getting more hits?
Re: How do you overcome the fear of rejection while selling?
- If you are prepared and know what are your primary and secondary goals before you call (or visit) your potential client - you will feel less fear and more confidence.
Draw them in – open them up. At the end of every statement, ask for their approval or observation. Get the potential customer into the repetition of approving every step that you take.
Target the benefits of your product and not the features.
Use “W” – open them with questions starting with a “W”. Why, who, when, what are all questions that lead to a response. And follow with “Is that OK?”
And remember - people are rejectiong your business proposal, not you personally.
Where I want WSI to be in Dec 31 2007
- Here are my goals for end of 2007
Employees
- SEO specialist
- admin assistant
- sales rep
- designer/data entry
- copy writer (may be outsourced)
Target market (client base)
manufacturers 10-50 million in revenue looking for integrated marketing solution ranging from 10k - 30k
Systems
- crm fully utilized
- project management smooth process
- sales and marketing to continuously generate leads
SALES (My big Goal to focus on )
Last years sales revenue was $220K
This year we want to hit $500K - approx 40k per month
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