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Who is your target market?
I have just read a great article in the Etsy storque about how to identify your target market. Or in other words, the group of people who are most likely to buy your products and therefore the people you need to reach with your marketing communications. After all there is no point creating a great advert or flyer if the right people are never going to see it. For my recycled jewellery, my target market is people like me: female, computer literate, concerned for the environment and likes to buy eco-friendly products, but still expects value for money. They buy organic or recycled products when they can and shop at local farmer’s markets and independent shops. They want to buy eco-friendly or ethical clothing and accessories that looks good. They read websites like treehugger, and are always on the lookout for new ways to be more eco-friendly. This has immediately pointed out to me that I should look into getting a stall at my local farmer’s market, and advertising in local independent shops with flyers and business cards. For my blog, my target market includes the above but also: other crafters and online sellers who are getting started and looking for information on how to set up their shop and promote their wares. I wonder if having the second target market for my blog dilutes the message and makes it less relevant to the first, main group? Would it be better to have a separate blog for this information? I’m not sure - what do you think? |
Dispatches from B-School: Marketing Communications, Part 2
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