Posted by Ryan Hafey on 11-26-2016
Knowing your potential audience is an important factor that should be considered in the planning phase of marketing campaigns.
Who are you trying to reach? Will these potential/current customers realistically be interested in the product or service you're going to market? How are you going to reach them? These are three questions that need to be asked when planning a successful marketing campaign. Failing to identify your target audience can be catastrophic for your campaign. Many years ago, I remember visiting with a business owner who operated a discount salon. To my dismay, she was talked into changing her business model from a discount salon to a high end salon. She failed to realize who her current customers were and why they visited her salon. She failed to consider the mass customer loss her business likely faced due to the price increases. In the end, she launched an expensive advertising campaign that produced little results.
While knowing your target audience is just one factor in the planning phase of a successful marketing campaign, it is definitely one of the most important in any strategic marketing effort.
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