Summary: In session 4 of A Marketing Podcast I discuss developing your target audiences as part of your marketing strategy and how to build out each audience to help you develop your marketing mix later in the strategy. I help you understand how many audiences to develop and what factors determine if you should develop a potential audience or not.<br> <br> Session 4 Show Notes:<br> Recap of Previous Sessions (related to strategy development):<br> <br> Session 2 – What a marketing strategy is and why you need one<br> Session 3 – Establishing goals and objectives and how they are different and work together<br> <br> You have more than one target audience!<br> <br> Every business I’ve worked with has had more than one target audience.<br> I try to find one, but as you can see even a shaving razor company has multiple target audiences<br> The example was:<br> <br> Clearly for men who like to shave -bearded guys need not apply<br> However, wouldn’t it be a cool present from a girlfriend or wife to their significant other? And therein lies the other audience we need to develop<br> <br> <br> Harrys.com shavers <br> <br> <br> <br> Make sure to consider if additional target audiences are viable for marketing within your strategies period<br> It’s not about developing as many target audiences as you can, it’s about identifying your target audiences that pose a real potential to be marketed to.<br> Identifying your target audiences<br> I like to start with these two categories to develop audiences for my strategies.<br> <br> Current Customers<br> <br> First off look at your current customers<br> But don’t just look at their customer records, call them, survey them, talk to them, see where they hang out and what made them choose your product or service<br> <br> <br> Potential Customers<br> <br> Brainstorm on customers that you may not have yet but could benefit from your product. <br> Create a list of potential customers and keep the ones that you feel are viable for marketing efforts within this strategic period<br> Don’t get rid of the audiences that didn’t make the cut this time round, they may be valuable at a later date.<br> <br> <br> <br> As a side note, understanding your target audiences by product or service may help you develop additional audiences or clarify some that you’ve already considered.<br> Developing your target audiences – the details<br> <br> * Give the audience a name<br> <br> <br> <br> <br> something like “Middle age dudes”<br> Or female teenyboppers<br> <br> <br> <br> <br> * Description<br> <br> <br> <br> <br> age range,<br> Sex<br> Hobbies<br> Professions<br> Summary of the audience will work as well – my examples for A Marketing Podcast use more summary then demographic.<br> Example for “Middle age dudes” – 45-55 year old males who shave and typically have white collar jobs in suburban areas<br> <br> <br> <br> <br> * Where are they<br> <br> <br> <br> <br> Where you can reach this audience with your marketing efforts<br> The more intimate you can be with the location and channel the more chance you have to convert<br> <br> <br> <br> <br> * Messaging for this audience<br> <br> <br> <br> Develop the general tone and speech to use for this audience<br> You are not developing copy to place in your marketing design right now, just figuring out the way to talk to this audience from a personal feeling point of view<br> Remember your brand’s voice when developing this detail as that should come through regardless of how your audience would prefer to be communicated to<br> <br> Meaning if your brand is a little cheeky then include that for each audience<br> For example one of harrys.com audience is 20,30,40 year old men. Talking to them means being direct and informative whilst still ke...
