Your Target Audience

When starting a new ad campaigns, product line, or even a different approach, it is vital to know your audience. Each target audience is different. Each group has different likes, dislikes, hobbies, etc. BMW's audience is far different than Walmart's, and both are targeted differently. To best appeal to your customers you must take the time to assess your target audience. Ask yourself these questions:

• What is the target audience's gender?
• What is their age range? Are you trying to appeal to teenagers who like bright, edgy products or middle-aged adults who lean towards neutral colors and solid products?
• What is their level of education?
• What is their yearly income? (Take time to compare how high-end products differ from consumer products. For instance, compare Nordstroms to JC Penny's.)
• What are the target audience's hobbies? Do they prefer golfing or bowling? Do they prefer television or reading novels?
• Are they single or married? Are they parents? Grandparents?
• What qualities are important to them? Do they prefer prestige, quality, or an inexpensive price?
• Why will they like your product? What does your company have to offer?
• If you want to go even farther, compile a bio of individual people that make up the targeted audience. You can even include their photo.

When you complete your assessment, you will have a stronger foundation for your project.

Brad Harmon is the President at a leading financing company, First Star Capital (http://www.firststarcapital.com). Brad is a frequent contributor to online publications and newsletters, and is the author of this blog on commercial financing topics.