When working with a client, they will demonstrate specific outputs they are aiming to reach through their media efforts. When crafting the campaign or key messages for the media, it is very important to have a solid understanding of who your target audience is, and this begins with market research.
Market research is a way to get a comprehensive look at who your target audience is, and it includes gathering and analyzing information on the product or service being offered, the market in which it is in, and past, present and potential customers for the product or service. When conducting market research, keep in mind these main characteristics to have an in-depth understanding of who your client aims to target.
- Demographics: These are the static characteristics of the audience, examples including income, age, location, race, occupation and education level.
- Psychographics: This includes a more in-depth look at who the consumer is and includes attitudes about the product/service, personality, opinions and interests.
- Media use: This is especially important when deciding what media vehicle will best reach the target audience, and the frequency of what channels are used more by the audience should be determined.
As noted, there are an abundance of factors to consider when determining the target audience for yourself or your client. At David Greenberg Communications, our specialists listen to the needs of the client to ensure the most impactful and comprehensive audience is targeted. Call us today to learn how we can help you reach your target audience!