How to define your target audience?

Universal Guide: The 11 Key Parameters for Defining Your Target Audience.

“My target audience is women, aged 18 to 65, living in my city, with an average salary.”

I think almost every marketer and ad campaign creator has heard such or similar descriptions of a target audience.

When starting a new project, it is almost always necessary to explain what TA means and by what parameters it should be defined. Sometimes you even have to convince the client that it is necessary to specify their target audience, at least by the main parameters.

There are two reasons why entrepreneurs and/or their marketers do not define their TA.

The first and main reason, in my opinion, is that most entrepreneurs are afraid to narrow down the audience of potential clients targeted by marketing and advertising campaigns. They think that narrowing the audience will result in lost profits.

The second reason is the chaotic nature of business processes, when the business is not systematized, lacks strategy, clear plans, and concrete goals. In such cases, few people think about the portrait of their TA, and if asked to describe it, it will be limited to four parameters (gender, age, location, financial situation).

Who is the target audience?

Simply put, it is the group of people most likely to buy your product.

Why is it necessary to create a target audience profile?

• First, to identify the common values of the target audience, on the basis of which marketing processes will later be built;
• Second, to create a message to consumers that will be present in many advertising materials;
• Third, to choose the most effective promotion channels and not waste the advertising budget. In this way, you can formulate your offer to your TA more clearly, unlike competitors whose messages are directed at everyone and are often generic or abstract.

Parameters for creating your TA profile
Try to describe each point in as much detail as possible.

1. Start by describing your target audience in your own words, if you have had contact with them (don’t make things up). If not, ask someone who has. Dedicate 1–2 days to this. Write down everything that comes to mind, then add more over the next few days. This helps create a TA portrait based on real experience, not generic questions. Then move on to the parameters described below.
2. Main parameters
   • Gender
   • Age
   • Income level
   • Education
   • Marital status
   • Occupation
   • Spending capacity
   • Cultural level
   • Main interests
3. Additional parameters (depending on niche and situation, example below)
   • Preferred literature
   • Favorite movie genres
   • Political views (not recommended for marketing, since views may change abruptly)
   • Radio stations listened to
   • Preferred car brands
   • Social identification
   • Sports interests, etc.
4. Consumer status of the TA representative (examples)
   • quality/practical clothes/shoes/accessories
   • cinemas/clubs/festivals/events
   • quality food products
   • consumer and mortgage lending
   • high-budget household and computer appliances
   • mobile communication
   • internet
   • fitness center services
   • cafes/restaurants/bars
   • mid-range cars
   • educational services: training, languages
   • travel, etc.
5. Main values of TA representatives (examples)
   • Communication
   • Longevity
   • Money
   • Development
   • Happiness
   • Friendship
   • Stability
   • Joy
   • Self-confidence
   • Attention
   • Love
   • Self-development
   • Success
   • Independence
   • Freedom
   • Understanding
   • Family
   • Respect
   • Healthy lifestyle, etc.
6. Possible problems of the TA (examples)
   • Lack of self-expression
   • Excess weight
   • Communication problems
   • Appearance issues
   • Low immunity
   • Low income
   • Bad mood
   • Narrow social circle, etc.
7. Expectations from company staff
   • Kindness
   • Friendliness
   • Willingness to help
   • Ability to identify client needs
   • Individual approach
   • Maximum attention
   • Ability to feel special
   • Freedom of choice
   • Honesty
   • Product knowledge
   • Consultant – “A friend who respects client values and beliefs”, etc.
8. Needs of TA representatives
   • product quality
   • wide assortment
   • good service quality
   • adequate price/quality ratio
   • ease of acquisition
   • convenience of use
   • informational support
   • consultant professionalism
   • individual approach
   • positive emotions from service
   • time saving, etc.
9. Motivation for purchase (examples)
   • improved health
   • better well-being and mood
   • self-assertion
   • self-expression
   • improved appearance
   • respect from others
   • feeling of youth
   • proof of attractiveness
10. Decision-making mechanisms
    • starts researching long before buying
    • takes a long time to decide
    • analyzes competitors (price, services, quality)
    • consults friends
    • returns to negotiate discounts/installments, etc.
11. Information known by the potential buyer (examples)
    • knows competitor companies
    • can evaluate real price and service quality
    • knows the range of competitors’ services
    • knows product specs and can ask technical questions, etc.

Of course, there are other parameters to create a TA profile. But I assure you, if you use at least these 11 points, in marketing you will already be at least two steps ahead of your competitor.