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A Well-targeted Market

By: Sheri L. Koetting
Posted: August 26, 2014, from the September 2014 issue of GCI Magazine.

Creating targeted audience profiles is the first step to gaining an in-depth understanding of target consumers, as well as ensuring money isn’t wasted trying to be too many things and to the wrong consumers.

Flesh out audience profiles with key questions. Each of your well-developed profiles should then be used to evaluate all creative and marketing decisions and enable you to think objectively.

In today’s crowded marketplace, beauty brands have an extremely limited time to engage consumers. Therefore, it’s imperative to captivate your “it” girl or guy quickly and easily.

To do this, marketers need to understand what makes their consumers tick by clearly defining targeted audience profiles. The goal of this process is to gain an in-depth understanding of your consumers on all levels—from their demographics and motivations to how and where they shop. This knowledge will lay the foundation for all strategies moving forward, allowing a unique voice and visual design to emerge naturally. Your brand will be set up for success, containing all of the visual and verbal triggers to speak to your consumers directly and succinctly.

Painting a Specific Picture

Creating targeted audience profiles begins with being honest about who your core consumers are. The profiles may be who your consumers are currently or who you want them to be. But once you identify your segments, make a decision and go for it. Don’t take an “in the middle” approach in an effort to appease everyone. Too often brands cast too wide of a net, which almost always leads to lackluster creative solutions that fail to speak to anybody. Furthermore, lack of focus may cause you to lose money in the long run, as you hopelessly explore all channels and opportunities with little return.