Often, the first question I ask a new client is
“who’s your target audience?”
Of course, over the years I’ve learnt that most business owners keep their target demographic broad, spanning their net as wide as possible.
This is a sentiment I completely understand. The average business owner has a product or service and they want to attract as many clients as possible. However, sadly the old, tired cliché does ring very much true –
“in attracting everyone, you will attract no-one.”
And I’d even expand upon this…
“The more refined your market, the more successful your campaign.”
If you can precisely identify your target audience, then attracting them should’nt prove overly difficult.
One of the best ways to do this is to create a “consumer avatar” a figure born from statistics and figure, but that feels real, well to you anyway. You can even name your avatar, I personally like a touch of poetry so, for example, you could have: Bernard the banker or even, Henrietta the hairdresser. This brings your audience to life and makes targeting them far easier.
Your avatar should include their:
…and even a photo, yes I realise they’re not real people, but putting an imaginary face to a name can also really help.
This list could potentially be inexhaustible, although I think for the average business these headings should certainly provide a good basis. And even with just those titles Bernard the banker and Henrietta the hairdresser will both have wholly different personas. For example, Bernard’s main goal could be to make “a shed load of money” and buy a holiday home in the Galapagos Islands whilst Mary may want to put her kids through University (not that we’re stereotyping.) Those two values would result in utterly different campaigns, which would be far more effective than if I simply said “I’m aiming at working professionals, living in Essex.”
So the most obvious next question is, how on earth do I go about doing this?
Well fear not dear reader, as always I, Simon Hutchings, have got your back, so sit back, relax and read on…
1) Consumer Profiles
YouGov offers a phenomenal resource that allows you to search through a catalogue of major High Street retailers and details the consumer avatars of these shops. Immensely powerful, it can prove to be extremely helpful for those who don’t have the budget or time to invest in their own market research campaign.
2) Social Media
An incredibly cheap way of getting a message across, create a questionnaire that asks the right questions and spread it far and wide. It may also be worth sponsoring your posts, which you can do from as little as £5, and help spread the information that much further. Once you have identified a core market, you could then do a little Social Media stalking and find out what they care about. This is easily done by looking at their Tweets and Facebook posts, just be careful not to like or retweet posts from 2014, #awkward.
3) Google Analytics
If you’ve Google Analytics on your website you can easily find out where your viewers are coming from, one little snippet of code added to your website and an imensly powerful tool which may help give you a better understanding of your target audience.
And, of course, if you have any further questions regarding building your own consumer avatars do feel free to give me a call 020 8088 2153 or drop us a line.