How to approach your target group
5 W’s of target audience selection
Selecting your target audience should be done through the following tasks:
- Look at your current audiences/users/followers…
- Check out your “competition” – either in the same field of work or in another that shares similar values.
- Analyze your service – what are it’s recognizable elements and how your audience uses them
- Choose specific demographics to target – age, location, gender, income, education, occupation, ethnic background…
- Dig into the psychographics of your target – Personality, Attitudes, Values, Interests/hobbies, Lifestyles, Behavior
In other way, we can do it through answering the 5 W questions:
WHO: Start with questioning yourself about who is going to buy / use your services and whose support will you need. Are they children, teens, millennials, or baby boomers? Are they males or females? Where do they go, what do they do? Be flexible and consider what is important for your organization. Someone’s yearly income may be completely irrelevant for your cause but their choice of music may be crucial to your goal. #justsaying
WHAT: What type of products and services do they use now and what do they expect from them? Does your service fit their requirements?
WHEN: When do they use the service? Is it daily or rarely? On what occasion?
WHERE: Where do they live? Where do they use your service?
WHY: Do they use it because it’s their need, or is it to prove a point, show off, or achieve some other psychological benefit?