“I don’t like it.” “I prefer it this way.” “This doesn’t do it for me.” What do all of these statements have in common? The letter “I.” And guess what? There is no “I” in target market. Another thing to point out:

You are not your target market. Don’t be offended. You’re just not.

It is really difficult to push away your personal opinions when making marketing decisions for your business. And why wouldn’t it be? You’re smart. You understand the ins and outs of your company better than anyone.  Although these insights are helpful, they can’t be the only thing you rely on when you establish your marketing strategy. Let’s bring you back to good ole Marketing 101…

Target Markets
a particular group of consumers at which a product or service is aimed. 

A. particular. group. In other words, you aren’t trying to reach “everyone.” It’s nice to think that “everyone” would be interested in our product or service. But the reality is, there is a very specific group of people who want what you have. They may even need it. Find them. Talk to them. They will respond. 

Identify Your Target Market

Identifying a target market isn’t always such an easy thing. In a perfect world, we would all have it as easy as Barbie. Who are the people selling the timeless childhood doll appealing to? Obviously young girls who spend their days dressing up and playing with these iconic toys and their moms who are not only going to be buying them for their kids, but who will probably give anything to pick one up and dress her up for her next date with Ken for old times’ sake. They have it easy. For most people though, it’s not that easy.

Target markets come in all different shapes, sizes, ages, and genders, with different backgrounds, education levels and hobbies. All of these things and so much more have to be taken into consideration when determining the components of your advertising strategy. 

The first step to identifying a target market is defining your goal. You may have multiple target markets you are trying to reach within your business but it all depends on the goal you are trying to achieve and aligning the correct audience who will help you achieve that goal.  

If you are really lucky (kidding), your consumer does not even realize they have a need for your product or service. So now you have to educate them on why they suddenly need a thing they have lived their whole life without AND you have to prove to them they need yours and not someone else’s.  Ah, the joys of marketing. 

It’s about them. Not you. 
You have the who. Now it’s time for the how. The how is found by starting with research. You need to know everything about your ideal customer–where they live, buying habits, how they fill their time, etc.  These metrics can be found through certain systems, customer feedback through surveys or, when in doubt, Google. Whatever you do, do not skip the research. This is the backing for your entire strategy and if you do not have the true facts behind your audience, you won’t get very far. 

Let the identification of your target market be the solid foundation to which you build your marketing strategy and messaging. As a business owner, you may personally prefer magazines over billboards, red over pink and desktop over mobile. But in all honesty– your opinion is not the one that matters. You are not your target audience. 

If you need help identifying and really understanding who your target market is, we can help. Contact us at: