No matter how new, original and interesting the business idea is, its development and promotion is impossible without studying the target audience. Identifying the portrait of the consumer of the service, the analysis of its characteristics is a direct path to success: knowledge will help to choose the right strategy of self-presentation at all its stages.
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Target audience is a category of consumers who are interested in a particular product (service): they are ready to buy it for their own use or further sale. Competent definition of the target audience is very important for business of any scale, promotion of both personal brand and company.
The target audience can also be characterized as a group that is united by common attributes, goals and objectives.
Often aspiring entrepreneurs have a fear that by narrowing the pool of potential customers, they will lose even the minimal profit they have now. In reality, the scheme works differently: a detailed sampling will help find their customer faster and establish a more sustainable communication with them, as they will be interested in solving their problems now and cooperating in the long term.
Understanding what the consumer of a product/service looks like is necessary in order to:
First of all, you need to imagine who exactly is buying the products.
Answers to the questions will help:
Depending on the specifics of the product and how it is sold, the questions can change and be supplemented.
Another option is to try to imagine myself as a customer of the company and understand why and why I should buy a product/service from this seller?
Can everyone be the target audience? No. Even the most popular goods and services have their own circle of consumers, which does not include the entire population of the city or country. For example, white bread is rarely bought by those who watch the figure or have gluten intolerance, bank cards are not used in small rural areas, as there are no terminals and ATMs, etc.
The situation when a business owner decides that his product/service is universal and necessary for everyone, without exception, usually leads to failure. Building a quality marketing strategy with this approach is impossible.
Even a theoretical familiarity with your target audience helps to solve many related problems: what to sell, where to sell and how to sell? If you have not yet decided on a site and assortment, the CA will help you to do it – in fact, it will tell you where, how, when and what it is convenient to buy.
A detailed description of the customer portrait will provide a “reference point” for composing a unique selling proposition that satisfies the maximum demands of a specific category of people.
It is important to keep in mind that the portrait of the target audience may change over time – this is absolutely normal, because the society is developing and the processes taking place in it are dynamic.
To maintain a certain level of sales and to strengthen your position in the market, it is necessary to conduct research on a regular basis. It is important to identify changes in the portrait of the end consumer and make a decision: to leave products unchanged and look for a new target audience or to grow together with the original client and adapt the goods to their new needs.
Incorrect definition of CA entails lower profits and higher costs: an attempt to sell a product to a category of citizens who do not need it will lead not to success, but to losses.
Note also that the study of the target audience often helps to find partners and mentors, especially for a socially-oriented project, when along with the main goal, profit, the goal is to make life better for a particular category of people.
Do not spare energy and time to analyze the portrait of potential customers – study your target audience and listen to it. Remember, the key to the success of any business is to develop it not only for the purpose of making money, but also to meet the needs of consumers!
I’m a product and graphic designer with 10-years background. Writing about branding, logo creation and business.
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