420 Design Blog
Knowing Your Target Audience
28 Oct 2006 | Angie H
When discussing projects with potential clients one question we always ask is, "Who is your target audience?" Seems simple enough, right? Well, I'm still often surprised by the number of responses that are too general or by folks that just don't know the answer.
A Quick Story
I once heard a story about a guy who had an idea for a business. It was a mobile oil change business. Essentially, he'd have a van or truck and drive to a customer's location and perform the oil change there. Not a horrible idea, but I digress.
When asked who his target audience was, his reply was something along the lines of, "Well, anyone with a car or truck." But he was wrong. So wrong, his business didn't survive for long.
You Can't Be Everything to Everyone
In business you can't cater to everyone. It's impossible. And your business will suffer greatly if you try it.
Think about it: there are reasons the Gap owns Banana Republic and Old Navy. One of them is probably because each store targets a specific audience – and it's not "anyone who needs clothes."
Small business must behave the same way if they expect to grow. A salon/spa owner, for instance, shouldn't say his/her target market is anyone with hair or a face. It's much too broad. While it would be nice to reach everyone, going broad means your marketing is being spread too thin. Every marketing effort you make needs to be highly focused.
A Smaller Target
To really know who your target audience is, you need to take a good look at your business and your goals. That means determining what kinds of customers you want, not just how much you want to make. Do you want budget-conscious customers or customers who are willing to pay premium prices? How does that fit into your business model, plan and objectives, if at all? By narrowing your target you have a greater opportunity to succeed and capitalize on marketing because you know exactly who to communicate with.
Design for Your Audience
So what does all this have to do with the design of your marketing materials? Everything.
If you don't know who your target audience is, or if your target is too broad, the message you try to deliver in an ad or on your site will get lost. You'll be attempting to attract everyone and no one at the same time. With a well-defined target audience, your design professional can create the appropriate solution(s) for your business that will resonate with consumers. And that, my friends, will help your business thrive.