To ensure you really get to know your target audiences, give them a name. Trust me, this isn’t as daft as it first sounds.
Profile them so you really get to know who they are. I always advise breaking your target audiences down into individuals and give them a name: Betty, Sue, Michael, Katherine, Simon etc. This way they come alive and you can easily put yourself in their shoes and think about where you would go, what you would do, read, your level of disposable income, beliefs, do you have children, how old, what do you like doing, what do you listen to? Get the picture?
I advised one client to do this when we first started to work together and she really got the hang of it. The top end of her target audience are called Katherine, these are the yummy mummy types, with a high disposable income, who are very keen on improving themselves and the lives of their children.
She was really excited one day and called me up to say she was in a school uniform shop and there were loads of Katherines there buying the uniforms for when the new school year started. She caught me a bit off guard and my initial thought was: “How strange! All these ladies have the same name”. Then it dawned on me that she had realised that this shop was a perfect environment for her ‘Katherine’ audience.
So, she had a chat with the shop owner and then shot home to get some of her publicity material and went straight back to the shop as the owner said she would put a leaflet in with the items her customers bought. Perfect.
What will you name your target audiences?