Businesses simply must market their products or services to target audiences. Casting too wide a net in marketing is ineffective and wasteful of both time and money. What businesses need to be focusing on is getting their product or service in front of the people most likely to buy it. Courting a target audience is more important in certain industries than others, however, and these industries in particular should be targeting specific audiences to gain their business.
Publishers are a great example of how companies target, and why they need to target, specific audiences. Book genres are simply a tool publishers use to market to people interested in that particular topic, which is why the major publishers all have many, many different imprints for different genres. For example, the major publishing powerhouse Harper Collins has imprints such as Harper Teen (teen fiction) and Harper Voyager (science fiction and fantasy). Smaller presses typically stay in business because they they have a small, loyal following of their intended audience.
Nearly all types of law are going to have to target their services because different areas of law offer vastly different services. A good example is Family Law, which needs to target its marketing to its intended audience of people who are seeking divorces, adoptions, need help crafting wills, etc. Konicek Law is a great example of a firm that markets to a target audience. Personal injury attorneys also generally target specific clientele, especially if they specialize in work-related accidents and therefore primarily market to working persons.
The retail industry has massive stores like Wal-Mart and Target that carry a wide variety of products, but just as many small stores carry niche products that must be marketed to specific audiences. For example, a holistic pet store is going to want to target customers who love their pets and like to baby and pamper them. They will want to advertise at and support pet-related events, adoption groups, and dog training and kennel services, to name a few.
Companies in the construction business need to target their advertising towards people in need of their specialized services, such as individuals interested in building a home or businesses needing new commercial structures. Construction firms often specialize in completely different things, from luxury home construction to paving and sealing, and so they will not want to waste their time and resources chasing after or courting customers who aren’t interested in the service they render.
The fashion industry lives and breathes on selling the right clothes to the right people. Middle-aged businesswomen are generally interested in and want far different clothing than teenage boys. Different clothing chains and shops even cater to these various groups, from plus-size women’s clothing to tuxedo sales and rental. Different clothing companies, lines and stores then obviously need to target their specific demographic in their advertising.
These industries in particular rely on being able to target specific audiences with their advertising, though this list is really just the tip of the iceberg. Nearly every industry and business needs to have target audiences and ideal customers in mind, with only a handful of exceptions. So if your business has never specified what its target audience should be, that’s something you should sit down and figure out right away in order to best capitalize on growth and opportunity.
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