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Measuring the perception of the target audience by significant parameters. How to identify and find your target audience. Description and objectives of the study

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Target Audience Selection

As a rule, there are 7 broad audiences that may be interested in living, traveling, working or investing in some place:

Ø Local residents (growth of the local tax base).

o Visitors.

Ø Managers (what is the management of the territory).

o Investors.

Ø Entrepreneurs (place as a possible place of residence and work).

Ø Foreign buyers (place as a source of additional value).

Ø Location specialists (the process of selling and buying a place).

Even within each broad audience, the image of a place often varies greatly. The perception of tourists depends on whether they are "sun seekers" or "travel experience seekers", the perception of managers - whether they are supporters of the development of heavy industrial or more "soft" industries.

Segmentation is most useful if the resulting segments have the following properties:

§ Mutually exclusive (highlighted segments must not intersect),

§ Exhaustive (each potential member of the target group must be part of a segment),

§ Measurable (size, purchasing power and other parameters of the resulting segment),

§ Accessible (easy to reach and efficiently maintained),

§ Significant (the resulting segments are large enough to justify the effort to work with them),

§ Differentially responsive (the segment shows a different response than other segments to different volumes, types and time schedules of marketing strategies).

F. Kotler identifies 3 main approaches to such a measurement:

2.1. Familiarity-favorability measurement.

A) How well the target audience is familiar with the place and how favorably its members feel about it:

1. Never heard

2. Heard something

3. I don't know much

4. I know pretty well

5. I know very well

If the majority of respondents choose the first 2 or 3 categories, the place has awareness problems.

B) Describe (those in the know) how favorable the attitude towards this place is:

1. Very good

2. Not very good

3. Don't care

4. Pretty favorably

5. Very supportive

If the majority of respondents choose the first 2 categories, the place has big image problems.

2.2. semantic differential.

Study of the content of the image of the place:

1. Development of a set of significant parameters. Name the parameters that the respondent would think of, referring to this place. Each of these parameters turns into a bipolar scale with antonymous adjectives at the ends (a scale of 5-7 points).



“What do you think about when planning a vacation?”: about the weather, conditions for recreation and recreation, historical sights and expenses.

2. Reducing the set of significant parameters. Remove duplicate scales, select a small list that does not tire the respondent's attention.

3. Working with a sample of respondents. Respondents consistently rate places. Bipolar scales are presented in such a way that negative adjectives are not grouped on one side (they are rearranged during processing).

4. Derivation of the average value. For each scale, the average value of respondents' perception is displayed, by combining them, we get the average image that this place has in the eyes of this audience.

5. Checking the average deviation of the image. Since each image chart is just a sequence of averages, it does not reflect the real image stability. If the average deviation is large, such an image loses its value, and further segmentation should be carried out (see Table 6.1.).

Table 6.1. Measuring the tourist image of Copenhagen

Innocent V Sinful
Feminine V Courageous
Friendly V Cold
Romantic V Boring
old V New
Safe V Dangerous
Clean V Filthy
Interesting V Boring
Full of life V stagnant
Nice V Ugly
Refined V Simple
Natural V Artificial
Harmonious V conflict

2.3. Score Cards- "inventory" of the visual impressions of the inhabitants of the city. This technique involves interviewing city residents and collecting information about their impressions and attitudes towards different parts of the city. Then the words and responses are structured geographically. Each part of the city, territory, region or even country is assigned certain characteristics (for example, the most popular or least popular).

Another way to gather data, impressions, or relationships about a place is to get expert opinion from a group of people who know the place well (see Figure 7.1).

Once it has become clear what the existing image of the place is, one should start thinking about what image the territory can “build”. To image was efficient, it must satisfy the following criteria:

1. Correspond to reality;

2. Be believable (even if true);

3. Be simple (there should not be several images, confusion in goals);

4. Be attractive (should make it clear why you would want to live, invest, work or travel);

5. Be original (different from other general themes).

Table 6.2. Slogans used in place promotion campaigns

When integrated into a strategic marketing plan, slogans can be helpful in reinforcing enthusiasm, driving momentum, and generating fresh ideas.

A variation on the use of an overarching slogan is topic formulation (the underlying assumption for all actions and changes) that will drive specific marketing programs aimed at specific target groups. For example, the Nureyev Clinic does not perform abortions.

Another tool here is image positioning – a place positions itself regionally, nationally and internationally as being dedicated to a particular activity, or as a viable alternative as a location or point of interest to another place that can take on a stronger and more solid position. The challenge here is to create an image that conveys the benefits and unique qualities that make this place stand out from others (see Table 6.3).

Exist 3 tools for creating an effective image.

Hello! In this article, we will talk about how to determine the target audience of your product or service.

Today you will learn:

  1. What is CA;
  2. Why is it so important for any business to determine the target audience;
  3. How to write a portrait of your client.

What is the target audience

Target audience (TA) - a specific group of people for which a particular product or service is designed.

The people included in the target audience are united by a certain need, problem or need, which the proposed product intends to solve. To more accurately determine the needs of the group, it is divided into segments by gender, age, financial status, field of activity, and so on.

Not everyone can be a client of a company or a buyer of a product. Each product has its own target audience with unique characteristics.

Example. The target audience of a women's fitness club can be formulated as "girls aged 18-30, with a small income, seeking to spend a minimum of time on training (living near the club), attending classes in the evening after school or work and on weekends."

Target audience should be:

  1. Interested in the product. Auto parts are not needed for those who do not have a car.
  2. Able to purchase it. A fashion boutique is out of place near a hostel.
  3. Receptive to marketing pressure. Sometimes adherents of one brand cannot be lured to the side of another even by the most effective methods.

Why define the target audience

A clear definition of the target audience of the product is a logical and therefore common requirement of all marketers. Before proceeding with the creation, you need to describe as accurately as possible a portrait of those who should be interested in it.

The narrower the circle of potential customers, the more effective it will be to work with such a target audience in the future.

The importance of target audience is often underestimated, however, this is the starting point of any. Even fishermen choose their tackle and bait depending on the fish they want to catch. So it is in the service and trade sectors - the work strategy depends on the portrait of a potential client.

Knowing your target audience allows you to:

  1. Increase loyalty - customers will come back and recommend the product (service) to their friends.
  2. Find new customers faster and cheaper. Advertising costs are significantly reduced when the marketer knows where and when to look for buyers.
  3. Form proposals that meet the needs of the audience.

Methods for determining the target audience

The definition of the target audience begins with a simple question: “Who needs my product (service)?” The answer to this problem will give only the first push in . Further, the question is concretized, clear features are added to the portrait of the buyer.

Approximate questions when compiling the target audience may be as follows:

  • How old are my potential clients;
  • What gender are they?
  • What are their financial capabilities;
  • What are they interested in;
  • What are their problems;
  • What do they dream about?
  • What is their style of thinking and communication.

The target customer is identified after a thorough analysis of the market and its segment in which the product is presented.

At first, you have to be guided by the questions “who and why should buy my product?”, But the greatest accuracy can be achieved by studying your existing customers (or customers of direct competitors). To do this, marketers conduct various audience research, observation and surveys of regular consumers.

In English-speaking countries, the popular theory of target audience segmentation is called 5W, according to the first letters of the questions:

  1. What? (What?). What product or service the customer is purchasing.
  2. Who? (Who?). What are the characteristics of the consumer, his gender, age, and so on.
  3. Why? (Why?). What is his motive. It can be a favorable price, convenient packaging, uniqueness of the product.
  4. When? (When?). When the purchase is made and how often.
  5. Where? (Where?). The client makes a purchase in a store near the house, in a large hypermarket or via the Internet.

There are a lot of methods for determining the target audience. Most often, polls, questionnaires, interviews, and the collection of statistics on the Internet are used. Experienced marketers sooner or later develop their own algorithms.

Preparatory stage - determination of the purpose of the study

The first stage in determining the target audience is preparatory. To more confidently start identifying a client, you need to figure out which direction to go.

The first step on the way is the goal of finding the target audience:

  • Definition of the target audience for the existing offer (dependence on the product);
  • The choice of target audience for the introduction of a new product or for expanding activities (dependence on the market).

In the first case, the classical scheme operates. There is a product, there are buyers. It is necessary to make a portrait of existing customers in order not to lose them and attract new customers with the same characteristics and needs.

In this case, the order of work will be as follows:

  1. Comparative competitive analysis of goods.
  2. Study of loyal consumers (survey to identify the motivation to buy).
  3. Segmentation of regular and potential customers.
  4. Drawing up a marketing plan.

In the second option, it is only to be changed or expanded through new proposals. The definition of target audience depends on the market.

Example. An already existing toy store plans to expand its scope of work. To do this, the marketer needs to identify all possible target audiences and choose the most profitable of them: with the largest check, lowest costs, and high frequency of demand. For example, our toy store may have come to the conclusion that it is worth adding teaching aids and workbooks for early childhood development to its assortment, including wholesale for kindergartens and creative sections.

The procedure for determining the target audience depending on the market:

  1. Complete segmentation and market analysis.
  2. Identification of the most profitable segments.
  3. Drawing up a detailed portrait of representatives of the selected segment.
  4. Formation of a further plan of work with the audience.

To identify the needs and other characteristics of existing customers, they can be offered questionnaires or participation in a survey.

Such interviews must include the following questions:

  1. Gender, age, social and financial status, profession.
  2. How often are purchases made?
  3. Reasons for choosing this particular product.
  4. Where did the customer learn about the product or service?
  5. Overall rating of the product.

The second stage is the division of customers into consumers and businesses. Not every product has an end user - an individual. You can also sell and provide services to other businesses.

In this regard, the TA will have to be sought in different areas:

  • . The most stable segment. It is easier to correctly determine the target audience of the consumer-business, it is less subject to fluctuations in the future. All information about such clients is in the public domain, which means there is no need for time-consuming searches.
  • , where the end buyer is a private individual whose interests and needs are not so stable. Fluctuations in the consumer audience can be caused by changes in politics, fashion, innovation. Seasonality and competition also strongly influence demand.

The last third stage of the preparatory stage answers the question: what task needs to be solved? Which of the business parameters needs to be worked out?

  • What to sell? It is necessary to identify the needs of the formed target audience and create a profitable offer based on them;
  • Where? It is necessary to determine the advertising and promotion channels that will be most effective for the desired target audience;
  • When? The phrase “everything has its time” is true for business as well. Advertising for schoolchildren is useless to run on TV during the daytime school hours. Skis are best offered in winter, and sunscreen in summer. Promotions for alcoholic drinks in the restaurant are more in demand on Friday and Saturday evenings.

We found out how to tune in to the study of the target audience, how to identify the tasks that need to be solved. Next, let's proceed directly to the methods of audience segmentation.

Drawing up a client profile

All potential or existing customers should be divided into groups and described in detail. Only after all the portraits are outlined, you can decide which of them is better to work with, whom to focus on.

For example, a computer games store might have the following customers:

  • Fanatics who devote all their free time to computer games, buying up all the new items and rare editions;
  • Schoolchildren and students who do not have their own income, choosing inexpensive but popular games for donated or accumulated money;
  • Parents of teenagers who are not versed in the industry, buying games as a gift for their children, focusing on reviews and advertising;
  • And so on, there can be a lot of potential target audience.

A complete description of the target audience should contain:

  • Socio-demographic characteristics (gender, age, social status);
  • Geographical position;
  • Psychographic data (for example, the desire to stand out, establish yourself or surround yourself with comfort);
  • Hobbies, hobbies and leisure activities;
  • Problems and needs.

What to do after determining the target audience

The target audience is defined and narrowed as much as possible. It's time to work on the proposals.

Search for places of interaction with the target audience.

In order to identify the “habitat” of your customers, you must:

  1. Describe a typical shopper's day. If necessary, you can make separate plans for weekdays and weekends, holidays. Based on the plan, it becomes clear when the client has free time for impulsive purchases, when he is most susceptible to advertising, when his demand for a particular product is aggravated.
  2. Schedule the client's actions after the need arises. For example, the washing machine broke down. A potential client turns on the computer, goes to the Internet and types in the search engine "urgent repair of washing machines in Moscow." In order to "catch the bait" of this potential client, repair companies.
  3. Try to anticipate what the customer was doing before the need arose. This is not always possible, but it is very necessary for the timely offer of their services. For example, before a young mother goes to the store for diapers, she will be in the maternity hospital and in the antenatal clinic - so you can start offering goods from there.

Proposal formation.

Talk to potential customers in their language. For example, young people are more accustomed to slang, and older people subconsciously reject any neologisms. Men think more concretely, they prefer facts, women tend to react emotionally.

To make a proposal, you must first determine:

  1. Needs, "pains", problems of a potential client.
  2. The fears of the client, on the basis of which objections are born.
  3. Primary and secondary selection criteria.
  4. Emotions involved.

They strive to look spectacular, make an impression not only in life, but also in social networks (they actively use Instagram) - we will conduct the main advertising campaign on the Internet.

The choice is based on the popularity and prestige of the brand. The main fear is to acquire a fake or cheap stuff - in the offer we focus on celebrities, certificates and participation in international fashion exhibitions. We put the emphasis on admiration, fame, delight.

Common Mistakes

In order to avoid annoying mistakes, you need to know about them and avoid these rakes.

When determining the target audience, beginners often make the following mistakes:

  1. Too wide TA. You can't please everyone, you can't sell to everyone. Women from 20 to 50 years old is too wide for the working target audience. It is a mistake to believe that by limiting the target audience, the seller will lose some of the potential buyers. Random purchases in our time are increasingly receding into the background, so it is not very advisable to rely on them. A large gathering of random people will never give a seller as many buyers as a specialized fair that brings together only interested citizens.
  2. One-time selection of target audience. Depending on the area of ​​business, its customers can be a relatively stable group or, conversely, changeable. In any case, studies of the target audience and its needs are recommended to be carried out once every 1-2 years. People themselves change, fashion changes, new competitors appear - and the portrait of a buyer of the same product can change from year to year.

As a result of mastering this chapter, the student should:

know

  • what is the target audience of advertising messages;
  • what psychological factors should be taken into account when creating advertising;
  • modern methods for evaluating the effectiveness of advertising;

be able to

  • present a portrait of the consumer for a specific advertising campaign;
  • highlight the main components of the consumer's socio-psychological attitude;
  • draw up a plan for evaluating the effectiveness of an advertising campaign;

master the skills

Analysis and comparison of the behavioral characteristics of the audience for advertising campaigns in various business segments.

Target audience of advertising messages

Any advertising message, regardless of the channel of its distribution, must first of all take into account the addressee, i.e. to whom it is directed. In this regard, the addressee is not a personified unit, but a certain group, therefore, as a rule, it is defined as the target audience of advertising. Target group, target audience of advertising ( target group, target audience) is the main and most important category of recipients of an advertisement for an advertiser. Marketing classic Philip Kotler believes that it may consist of: potential buyers of the company's products; consumers; those who make the decision; those who influence decision making.

The audience is represented by individuals, groups, a certain circle or the whole society. The sender's decisions about what, when, where and how to address the target contact audience are determined by its specific features.

Determining and searching for the target audience of a product is the most important issue already at the stage of formation and development of any business. This issue remains a priority when promoting this product. An accurate representation of who is the consumer of the company's products or services, knowledge of the nature, habits, consumption parameters allow you to most clearly present the product in advertising, speak with the consumer in a language that he understands, and therefore contribute to the perception of the appeal. An incorrect definition of the target audience entails either the failure of the product on the market, or, which most often happens in practice, a significant increase in budgets for the creation and promotion of the product.

The target audience is distinguished from the general audience, taking into account various characteristics related to geographic, demographic, economic, psychological and behavioral characteristics of consumers.

Segmentation of target audiences

As we have already said, goods and products on the market can be offered for use in a particular business sector, as well as for the personal use of consumers. On this basis, two main types of target audience are distinguished:

  • target audience in business b2b– business for business);
  • target audience in the field of individual consumer (62s – business for users).

Marketers and advertising specialists believe that determining the target audience in the sector b2с harder than in b2b. This is due to the fact that b2b The sector is more stable, not subject to strong fluctuations in demand, completely different technologies are used here to promote products. Most often we are talking about direct sales, working with databases. Therefore, for 626 it is important to correctly identify the target audience from the very beginning, and then slightly adjust it. IN b2с-sector, the target audience may change due to various circumstances. The target audience segment may be subject to changes, sometimes quite significant, due to the appearance of new offers on the market, fashion trends, climate problems, etc. Therefore, it is important to constantly monitor the slightest fluctuations in demand, find their cause and, in accordance with this, change the promotion policy, and possibly clarify the parameters of the target audience.

Example

In the summer of 2010, sellers of air conditioners and fans faced a truly rush demand. Demand was due to the unprecedented summer heat. According to market participants, not only the volume of equipment sold has changed, but also the portrait of the consumer itself. Among them were people whom the sellers themselves did not consider their target consumers.

The principles of segmentation of the target audience are developed in sufficient detail and presented in specialized literature on marketing and advertising. The target segment is considered to be the group of people who are most interested in buying the proposed product and have their own ideas about its appearance, packaging, distribution areas, etc. In this regard, the technique proposed by Mark Sherrington, the founder of the international consulting firm, is considered quite practical for segmentation. added value. The technique for ease of understanding is named 5W- by the first letters of five English question words that Sherrington considers basic when segmenting the consumer audience.

M. Sherrington's technique:

  • what (what?);
  • who (who?);
  • why (why?);
  • when (when?);
  • where (where?).

It is difficult to disagree with the presented question scheme, because the answer to each question is very important for understanding the target audience. The answer to the first question gives an understanding of what product we are promoting on the market, how it is designed, how it is packaged. It can, for example, be loose sweets; they can be packaged in transparent 200 gram bags or in beautiful gift boxes. The second answer gives an idea of ​​who might be the consumer of the product. In this case, we are interested in gender, age, income level. You need to know why the audience chooses a particular product, what is the motivation for purchasing it. In one case, it will be the price, in the other - the originality or non-standard of the goods, in the third - a vital necessity or something else. The question "when?" is also important for understanding consumer behavior. Some products are purchased more often for the holidays, others - in a certain season. Sometimes a consumer buys something in the evening - it's more familiar, but something in the morning. And finally, the fifth question implies that when promoting and advertising a product, we must understand where it is purchased - in a stall, supermarket, store near the house.

It is clear that in order to determine the target segments, research is needed that can give a better idea of ​​the structure of the target group, its preferences and habits, tastes and motivations.

Example

In order to segment the light snack market, Nestle surveyed more than 2,000 respondents. As a result, 30 thousand "possible reasons to eat" were identified". On their basis, the exact target audiences of various products were identified. In particular, studies have shown that expensive boxes of chocolates, which are usually promoted as gifts, have such a target audience as "depressed chocolate lovers" (according to Nestle terminology). These are young women who love chocolate and buy it to unwind when they are depressed or miss their evenings at home. The taste and quality of chocolate is very important to them, so they choose sweets in expensive boxes. In addition, for them it is a way of self-affirmation and self-esteem. Orientation of advertising promotion to this target audience has significantly increased the sale of expensive boxes of chocolates.

The example shows the need to accurately represent the nature of the consumer. It also shows that one should not be afraid to "narrow down" the target audience of the product. On the contrary, the narrower the segment, the clearer you can build a promotion strategy. Accordingly, promotion costs will be significantly reduced, and sales will increase.

To the target audience, as we noted earlier, may include not only direct consumers, but also those who make the purchase decision. For example, women rightly attribute many goods for men to the target audience, because in many cases they are the initiators, inspirers and participants in the purchase. Another case that today is completely shamelessly used by manufacturers and sellers of medicines, namely, the inclusion of medical professionals in the target audience, who sometimes simply recommend, and sometimes impose the drug on their patients. In some cases (especially those related to the advertising of services), the target audience may be the firm's own employees. McDonald's defines at least three of its audiences: franchisors, consumers, and employees. The target audience may also include opinion leaders or influencers such as artists or politicians. However, as a rule, it is customary to refer to primary audiences those consumers who are in the corresponding market segment.