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Target Audience Vs Target Profiling
Let's consider a significantly different approach of creating a homogenous market (a market interested in the same solution) other than target audience. Sean Dsouza of Psychotatics calls it Target Profiling.
A target audience is usually an attempt to curve out of a larger market what the marketer thinks to be a homogenous market on what he can statically analyze -- population characteristics (demographics). For example, marketers will create business proposition for a wide variety of shoes for women aged between 25yrs and 35yrs; earning over Ksh75,000 who live and work in or around Nairobi. The reasons behind this description of market are typically convincing. First the income puts the shoes within financial reach; the age group is trendy which allows for frequent buys, while the location is important because the shop is located along Mama Ngina Street.
Ciku, a middle management 28 yr old who lives in Kilimani and drives a nice trendy car walks into the shoe shop -- a fitting prospect. She loves the variety and trends in display. But Ciku's excitement comes to a screeching halt when she realizes that she can not find her shoe size.
You see, Ciku has small feet. She wears size 5, evidently a rarer shoe size. It does not matter that she gets a 25% discount; she will not buy unless it fits her. That is her primary intrinsic drive to buy shoes. To Ciku it's the shoe size, to Ruth it's the colour, to Wangeci it's the brand-name, to Mary it's the price. Everyone has that primary reason that makes them buy. If you do not satisfy that you will not get the sale.
Target profiling is based on identifying these primary drives and designing your marketing strategy and indeed the whole business proposition one such drive. Pick one drive exhibited by one individual and completely satisfy that drive. Then design a marketing strategy to attract individuals with similar drives.
This is the subtle key of leading world brands from Mercedes Benz to Victoria Secrets; and that is they do one thing very well. Every time these brands are mentioned you associate them with one thing. When you buy from those brands they satisfy that one thing best. The Mercedes Benz gets you all the class and sophisticated look you want. Only those whose primary drive is that class and sophistication ignore the dent applied to their bank account.
Back to Ciku; imagine she finds out there is a shop in Nakuru that specializes in petite shoe sizes. They stock sport footwear, casual, executive all in size 6 and below. Guess what she will be doing every couple of months; drive all the way to Nakuru and come back with some shoes. And guess who she will find at the shop? Other shoppers with small feet; from Kisumu, Eldoret, Mombasa etc. That's the power of target profiling -- it attracts an authentic homogenous market.
About the Author The author recommends an All-in-One Small Online Business solution by SiteSell called SiteBuildIt. Get a detailed SBI review here.
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