Your Target Marketing Personae
In Target Marketing, for a business-to-consumer (B2C) enterprise, you should try to paint a picture of a persona that represents the actual real-life market you are hoping to develop.
Taking into account factors like family status, number of children, age bracket, income level, motivations, behaviours, etc., you should try to build a picture of that special person for whom you hope to solve a problem. Of course, your business might cater for more than one target market, in which case you build two or more distinct personae. The point here is that, if you want to communicate with the right type of person for your business, you need to be able to picture that person in your mind’s eye. In this way, you will more carefully consider your marketing content and the media across which you send out your content.
This is not to say that you will refuse a sale of your product or service to somebody who does not precisely fit your established persona. Of course not. It simply means that you will direct your energy and resources solely at clearly defined target markets.
So your target market persona might be a 50 year-old single lady living in Dublin, who plays tennis and likes to lunch out with her lady friends. Or yours might be a young couple, with two children under the age of 6, who own a Volvo saloon and like to go cycling. Yours might have enjoyed the now defunct Mooney Show on RTE Radio 1, or might always have been more of a Moncrieff on Newstalk listener.
Target Marketing – Its Place
Don’t forget that target marketing comes third of the four elements that make up the Marketing Process. It is preceded by Situation Analysis, where you line up what you’ve got and what not, what you’re great at and what not, etc. A SWOT Analysis should form part of that step. Then comes Marketing Research, where you find out all you need to know about the market as a whole, competitors, etc. Only then does Target Marketing take centre stage, as you look at all your cards and realise which market segment(s) your offering will suit best. After all, marketing is about offering solutions to your market. Finally, the Marketing Mix is where you settle on your product, its pricing, distribution and promotion.