Defining your target consumer

Everything marketing or branding starts with the consumer.  Without a clear focus on who he or she is, you lose any chance of having a targeted message.  Without a targeted message, you lose relevance in the marketplace.  If you are not relevant, you just get lost in the clutter, and never be heard.

That’s why the center of every marketing effort starts with the consumer.

Every marketing brief starts with defining who the target consumer is.

Of course, you could define the target consumer via demographic attributes, such as age, gender, location, income, etc.  Really, anything that can be measured, any attribute that may be captured in a census survey, any attribute where someone can check a box (age 25-30 box) can be classified as demographic data.

Deep thoughts at MIX08 in the SandboxHowever, demographic attributes are very limiting.  Two 24 years old unemployed males may look the same on paper at this given point in time.  However, they could be very different people.  One never stuck with a job.  The other just sold his start-up for a fortune.

This is why psychographic information is equally important.  Psychographic information includes things such as personality, values, attitudes, interests, lifestyles, etc.  Psychographic captures any influences on how your target consumer makes decisions.  Is your target consumer a loner or a social butterfly?  Is your target consumer tech savvy? Is your target consumer a big spender or a thrifty cheapskate? All this can affect how you target your message (and in fact product) to him or her.

Who is your target consumer?  And how much do you really know about him or her?

Do you know what he or she is thinking?  If you don’t, how could you possibly influencing it?


Photo credit: D.Begley

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