How to choose a target group?
(fig. 1) photo by Sanmeet Chahil
Who do we target our product to? Do we want it to reach everyone or do we have a narrow audience? How to deal with it:
Start by writing down your ideal client
persona is a representation of the target group
Scheduling representation of the target group we call persons, that is, people who, through their needs/desires, will be interested in our brand and what it offers them. Important in the process of creating a drawing - to pay attention to the characteristic details that are associated with the person.
think about the needs of your customers
Thinking about the product or service we are going to sell/already sell (offer) we are able to visualize what kind of person we will create.
When starting to create a brand, helpful questions will be:
- Who is our ideal client?
- What kind of clients do we not want?
If you already have your own business, it is worth considering:
- What is our current client?
- Do we want to expand the scope of activities for new groups?
- Can it completely change the group?
- How can we improve our product to better appeal to the target audience?
Sample business idea and persona search:
XYZ intends to launch new pens, which will only be sold in bulk quantities.
When searching for a person (persona), the first questions that will probably arise:
- What types of pens would the user want to buy?
- Why would he be looking for a pen? - because his child needs (parent), he has a mass of notes in college (student), he is looking for practical gadgets for the company (manager).
Of these three groups, the manager fits the most, but maybe there would also be a student with such a demand.
Following the example of a manager - she is employed in a large company, this is the kind of person who, assuming that she has little time - will want to find a solution as soon as possible with the least amount of energy - there are quite a lot of other things in the company and does not want such a simple activity as buying pens to be complicated and long. On the basis of such an example, we can build an image of such a person: give him a name, determine his age, give basic information such as: education, profession, place of residence, family status.
We define what it has − main objectives and frustrations - related to the purchase/service. It is good to give such a person information about Her Motivations (whether it pays attention to cost or lead time) and personalities (whether she is assertive, independent, fearful, etc.) Depending on what takes care of our brand we can add more information e.g. interests or favorite brands, lifestyle- such psychographic details are often more relevant than age or education (demographic data).
we hope that this short “guide” was useful and that you will be able to achieve success. if you want us to help with this
write to us at hello@rochestudio.eu together we will get to the point!
