Here at IPG, we've had clients, that when asked, "Who is your target audience?" have answered... "Everyone between the ages of 18-56"... Well, frankly, that is a pretty big pond to operate in.

Maybe big brands can operate at that level, and I'm talking companies like Nike, Coke, etc. But most big brands will narrow their marketing to specific segments of an audience or geography. Nike's 'Just Do It' campaigns aren't aimed at someone wanting to wear dress shoes or that want to sit around in their slippers and eat Cheetos. Its targeted at athletes and more often than not, even segmented by type of sport.

What do they know that other people don't? Simple. Its easier to shoot fish in a barrel than in the ocean.

Imagine you go fishing. You could go out into the ocean, with a rod and a can of worms, but chances are you are only going to catch an old boot or maybe a toilet seat. But imagine you could go to a specific pond, where you know the fish are attracted to the exact lure you are throwing out. That's how targeted marketing works. Putting you into the right pond (market), with the right lure (marketing) to attract the right fish (customers).   

So, next time you want to do a marketing campaign, think about who your audience is. Where do they hang out? What do they shop for? Narrow your campaign down to what is going to target just those people. That way you will be fishing in a smaller pond, and even more importantly, in a pond where the fish will actually be attracted to the bait that you are using.

 

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