Seven Steps Toward Understanding Your Target Audience | Training Takeaways | All MKC Content | ANA

Seven Steps Toward Understanding Your Target Audience

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ANA instructor Mary Czarnecki identifies seven angles from which to look at one's target audiences to achieve a complete understanding of them, which are drawn from her ANA on-demand training course, "Customer-Centric Marketing That Drives Lifetime Value."

  • Demographics: Be as specific as possible. It's not sufficient to simply specify "millennials" or "baby boomers." Identify a specific age range, e.g., 25 to 45. Other helpfully narrowing criteria include income range, gender, employment status, and geographic location.
  • Psychographics: Remember, in determining these factors you should be aiming to identify the specific ways in which your audience thinks. If you're marketing sports memorabilia, you might be targeting not just casual fans, but "fanatics," people who live and die with the successes and failures of the teams they follow.
  • Attitudes: These are not just any attitudes, but your target audience's attitudes toward your category and related categories.
  • Category usage and dissatisfactions: This area comprises the solutions that the audience is using in your category or related ones and their sources of unhappiness with them, which can illuminate the competitive advantages you might hold.
  • Telling behaviors: These behaviors come in two types: "close-in" ones that relate to the customers' physical behavior, e.g., where and how they shop, and "further-out" ones, which relate to where and how they acquire the information they use in making purchase selections.
  • Rational needs: These are needs that can be satisfied by the functional benefits of the product they're shopping for.
  • Emotional needs: This is to say, the feeling that the customer is looking to be given by the product that they are looking to buy. Remember, the customer is not, ultimately, looking for a simple product or service, but rather an experience — an outcome that gives them this or that kind of satisfaction. Determining these needs through the pursuit of not just data, but genuine insights, will be key in guiding your messaging to your audience. Michelin's famous tagline, "Because so much is riding on your tires," wasn't pitching the functional benefits of its tires, but rather the sense of wellbeing provided by the knowledge that you are transporting your loved ones in a safe vehicle.

The guidance above represents just a morsel from the banquet of insights and best practices offered by the ANA's on-demand training course, "Customer-Centric Marketing that Drives Lifetime Value."



"Customer-Centric Marketing That Drives Lifetime Value." Mary Czarnecki, co-founder of MAC Marketing Partners. ANA On-Demand Training Course.

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