{"id":63800,"date":"2022-04-03T08:29:03","date_gmt":"2022-04-03T12:29:03","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=63800"},"modified":"2022-04-06T08:45:10","modified_gmt":"2022-04-06T12:45:10","slug":"target-audience-in-marketing","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/","title":{"rendered":"A Guide to Finding Your Target Audience in Marketing"},"content":{"rendered":"\n<p>Are you trying to find your target audience in marketing? How do you choose the demographic that fits you the best?<\/p>\n\n\n\n<p>In their book <em>Playing to Win, <\/em>former CEO A.G. Lafley and consultant Roger Martin explain that there are five <a href=\"https:\/\/www.shortform.com\/blog\/questions-you-should-ask-yourself\/\">questions you should ask yourself<\/a> when choosing your target market. They also share the most common pitfalls and advice on how to avoid them.<\/p>\n\n\n\n<p>Here&#8217;s how to choose the right target market for your business.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-find-your-target-market\"><strong>Find Your Target Market<\/strong><\/h2>\n\n\n\n<p>In their book <em>Playing to Win, <\/em>authors Lafley and Martin ask:<strong> On which battlefield will your company fight? Or, what audience do you want to target? <\/strong>This can include fighting for particular demographics, being on specific <a href=\"https:\/\/www.shortform.com\/blog\/internet-platform\/\">media platforms<\/a> (websites, TV networks, or magazines), or in ideal geographic markets. As we\u2019ll discuss, where you decide to play should be based on the state of the industry you\u2019re competing in and your own company\u2019s particular strengths.<\/p>\n\n\n\n<p>(Shortform note: In <a href=\"https:\/\/www.shortform.com\/app\/book\/blue-ocean-strategy\"><em>Blue Ocean Strategy<\/em><\/a>, Ren\u00e9e Mauborgne and W. Chan Kim compare markets to areas of the ocean. A \u201cred ocean\u201d is a market that\u2019s already crowded, where competition is fierce and success is unlikely\u2014imagine blood in the water, and the predators that it will attract. Conversely, a \u201cblue ocean\u201d is a fresh and new market where there\u2019s little or no competition. When <a href=\"https:\/\/www.shortform.com\/blog\/how-to-develop-your-business\/\">developing your business<\/a> strategy, it\u2019s best to look for blue oceans rather than trying to compete in a crowded market.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-choosing-your-targets\"><strong>Choosing Your Targets<\/strong><\/h3>\n\n\n\n<p>Lafley and Martin say there are a variety of choices to make regarding where and how you will compete. To <a href=\"https:\/\/www.shortform.com\/blog\/identify-your-target-audience\/\">identify your target audience<\/a> in marketing, they offer a few basic questions to consider, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Region:<\/strong> Where are you competing?<\/li><li><strong>Product:<\/strong> What are you offering your consumer?<\/li><li><strong>Consumers:<\/strong> <a href=\"https:\/\/www.shortform.com\/blog\/your-genius\/\">Who are you<\/a> targeting?<\/li><li><strong>Distribution: <\/strong>What strategy will you use to deliver to your consumers?<\/li><li><strong>Production:<\/strong> How much of the production will you be responsible for?<\/li><\/ul>\n\n\n\n<p>In answering these questions, <em>think strategically<\/em>. <strong>Don\u2019t dismiss entire industries or demographics<\/strong> because they seem unattractive at first glance\u2014there might be a small niche you can fill, or an unexpected tactic you can use to break in. Conversely, don\u2019t rush too quickly into what you perceive as an untapped market; there may already be a strong competitor catering to that market in a way that you don\u2019t immediately see or recognize.&nbsp;<\/p>\n\n\n\n<p>Finally, the authors note that<strong> some questions about your target market are more important than others.<\/strong> The industry, the size of the company, and how long the company has been around all contribute to which questions are most important. For example, large corporations might have to answer questions about which distribution companies are best in different parts of the country (in other words, how they\u2019ll get their products to their target markets), or whether they should take their business international. Meanwhile, a long-standing company might consider broadening its target audience if its products are suddenly struggling in the company\u2019s current market.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: Before <a href=\"https:\/\/www.shortform.com\/blog\/advice-for-starting-a-business\/\">starting a new business<\/a> venture, entrepreneurs should <a href=\"https:\/\/hbr.org\/1996\/11\/the-questions-every-entrepreneur-must-answer\">ask additional questions<\/a>, such as, \u201cWill this be sustainable?\u201d<strong> <\/strong>When picking your playing field, it\u2019s important to choose one that you can not only break into, but can <em>continue <\/em>to succeed in. For example, if your strategy falls apart the moment you have serious competition in your chosen market, it\u2019s not sustainable and therefore it\u2019s not a good playing field for you. Similarly, if the costs of production, distribution, or advertising are unsustainable, then you need to target a different market.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-avoid-playing-field-pitfalls\"><strong>Avoid Playing Field Pitfalls<\/strong><\/h3>\n\n\n\n<p>Lafley and Martin warn of <strong>three common pitfalls<\/strong> when considering what playing field to choose and how to choose it:<\/p>\n\n\n\n<p><strong>Pitfall #1: Not choosing at all\u2014<\/strong>All companies need to be specific about their demographic choices, because trying to be different things to different people is a recipe for disaster. For instance, it\u2019s very difficult to capture the attention of a young American man and an aging French woman at the same time. So, based on your company\u2019s capabilities, decide what specific age groups, geographies, or channels (for example, mass merchandise vs. luxury) you want to cater to.<\/p>\n\n\n\n<p><strong>In other words, choosing where <\/strong><strong><em>not <\/em><\/strong><strong>to play is just as important as choosing where to play.&nbsp;<\/strong><\/p>\n\n\n\n<p>(Shortform note: One way companies make this mistake is by selling what marketing guru Seth Godin calls \u201cmass products\u201d\u2014that is, products designed to appeal to everyone. In <a href=\"https:\/\/www.shortform.com\/app\/book\/purple-cow\/chapter-2\"><em>Purple Cow<\/em><\/a>, Godin says that such products are bland and boring by design, because their goal is to be inoffensive rather than extraordinary. In short, the more you try to broaden a product\u2019s appeal, the less appealing it actually is.<strong> <\/strong>This also plays into Lafley and Martin\u2019s point about competing rather than dominating: <a href=\"https:\/\/www.shortform.com\/blog\/marketing-loop\/\">Mass products<\/a> try to play by the same rules that everyone else is playing by, while extraordinary products dominate the game by offering something new.)<\/p>\n\n\n\n<p><strong>Pitfall #2: Spending your way out of a bad situation\u2014<\/strong>If your current playing field isn\u2019t working out, don\u2019t just spend more money and hope that somehow fixes the problem. Instead of funneling more resources toward a problem, you need to either shift your focus to a different market or fix the problem you\u2019re having in the current one.<\/p>\n\n\n\n<p>(Shortform note: In <a href=\"https:\/\/shortform.com\/app\/book\/rework\"><em>Rework<\/em><\/a>, David Heinemeier Hansson and Jason Fried also caution against throwing money and resources at a problem in an effort to fix it. <a href=\"https:\/\/shortform.com\/app\/book\/rework\/chapter-4\">In fact, they suggest the opposite:<\/a> Cut back on what you\u2019re devoting to that particular issue, because that will force you to make difficult but crucial decisions about how to proceed.<strong> <\/strong>For example, you might find it necessary to reduce your workforce, sell off some resources, or even abandon a market entirely.)<\/p>\n\n\n\n<p><strong>Pitfall #3: Believing that choices are final:<\/strong> Some companies think there are certain places and ways that they have to compete. However, this isn\u2019t true in practice: Many successful companies can and do change their playing fields when needed. For example, Starbucks started out selling coffee beans and espresso machines in the 1970s, then shifted in the 1980s to their current model of acting as a pseudo-European cafe\u2014a move that led to Starbucks dominating the coffeehouse market today.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: In <a href=\"https:\/\/shortform.com\/app\/book\/rework\"><em>Rework<\/em><\/a><em>, <\/em>Hansson and Fried warn that one of the worst things a business can do is become paralyzed by indecision; they say that <a href=\"https:\/\/shortform.com\/app\/book\/rework\/chapter-4\">making a bad choice is better than making no choice.<\/a> One way to avoid paralysis is by remembering, as Lafley and Martin say, that your decisions don\u2019t have to be final. If it turns out that you did make a bad decision, learn from that mistake and make a different choice for the future.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you trying to find your target audience in marketing? How do you choose the demographic that fits you the best? In their book Playing to Win, former CEO A.G. Lafley and consultant Roger Martin explain that there are five questions you should ask yourself when choosing your target market. They also share the most common pitfalls and advice on how to avoid them. Here&#8217;s how to choose the right target market for your business.<\/p>\n","protected":false},"author":8,"featured_media":63822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79,104],"tags":[472],"class_list":["post-63800","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","category-marketing","tag-playing-to-win","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Guide to Finding Your Target Audience in Marketing - Shortform Books<\/title>\n<meta name=\"description\" content=\"Choosing the optimal target audience to market to is crucial for your business&#039; success. Here&#039;s how to find your target market.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Guide to Finding Your Target Audience in Marketing\" \/>\n<meta property=\"og:description\" content=\"Choosing the optimal target audience to market to is crucial for your business&#039; success. Here&#039;s how to find your target market.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-03T12:29:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-06T12:45:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2022\/04\/audience.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1155\" \/>\n\t<meta property=\"og:image:height\" content=\"672\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hannah Aster\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hannah Aster\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/\"},\"author\":{\"name\":\"Hannah Aster\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/f39f52830e4f7039a16e45d12354542f\"},\"headline\":\"A Guide to Finding Your Target Audience in Marketing\",\"datePublished\":\"2022-04-03T12:29:03+00:00\",\"dateModified\":\"2022-04-06T12:45:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/\"},\"wordCount\":1138,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/04\/audience.jpg\",\"keywords\":[\"Playing to Win\"],\"articleSection\":[\"Business\",\"Entrepreneurship\",\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/\",\"name\":\"A Guide to Finding Your Target Audience in Marketing - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/target-audience-in-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2022\/04\/audience.jpg\",\"datePublished\":\"2022-04-03T12:29:03+00:00\",\"dateModified\":\"2022-04-06T12:45:10+00:00\",\"description\":\"Choosing the optimal target audience to market to is crucial for your business' success. 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