There are three most probable scenarios in a marketing brief when we’re talking about target groups:
1) our target group are customers 18+
2) our target group are customers 18-60
3) our primary target group are customers 20-40, and the one that is very important too are customers 40-60
So, in all three scenarios, the target group is – EVERYONE…
IF YOU’RE TARGETING EVERYONE, YOU’RE TARGETING NO ONE
Of course the aim of every brand is to have a market share that is as large as possible, but there’s no brand that has an unlimited budget to encompass every target group thoroughly.
On the other hand, if you’re targeting a broad target group with the same message, first of all, you are minimizing the effect of the campaign because it’s not the same if you spend 100K euros on 100 thousand potential customers or on 1 million potential customers.
But even if the money is not the issue, the problem can very often lie in communication…
Such a broad spectrum of the audience frequently has many different preferences and desires. Let’s say you’re advertising a tourist destination – a target group of 18-35 probably wants to know about the nightlife, and a target group of the age of 35-55 wants to know about the daily activities (gastronomy, sightseeing options, etc…)
However, you have probably heard all about this before…
What I want to show you in this blog is how that looks like on a subconscious level…
ONE SIZE DOES (NOT) FIT ALL…
The graph you can see in the picture below shows the results of the non conscious perception measurement that we did for a well-known brand. The blue line shows the primary target group, and the red line shows the secondary target group.
The measurement is made with the electroencephalogram (example on the picture below), a medical device that records electrical impulses of the brain and it is one of the most precise tools in neuromarketing research.
The values above zero represent a positive reaction on an ad; and the values below zero show a negative reaction. The difference between the subconscious perception of the primary and secondary target groups on the graph above is pretty obvious.
You can have an even bigger problem if your target group is “EVERYONE”, regardless of sex…
When we compare men in the primary and women in the secondary group, in the same research, we get an even bigger difference; it doesn’t look that way, but it’s because we autoscaled the table since the values for women are two times more negative (even to -4, while for men we see the maximal negative value of -2).
80% OF REVENUE COMES FROM 20% OF CUSTOMERS
Even though It doesn’t always have to be that way, very often in business the Pareto’s rule from the subtitle applies – this is your target group. They will probably bring the biggest revenue share.
That’s why you should focus most of your attention on them.
If there still is an important secondary target group, maybe because of some future strategy (for example; millennials who will “rejuvenate” the consumer base of your brand and give you long-term growth), you have to take into account whether your current communication strategy can be the same for all target groups.
Consumer preferences are the same as your life preferences – you maybe love basketball, and I find it interesting, but I can skip a game or two; you maybe like jokes about blondes, and I find all the jokes equally funny; you maybe like top-shelf wines, and I don’t care about the label.
In all the mentioned cases, both you and I are the target group – we like the same things, but we’re not equally passionate or devoted.
Although we have a lot in common, we don’t belong to the same target group and we’re not moved by the same marketing message…
Behavioral marketing specialist, Google Growth Engine Ambassador (Adriatics) and founder of Promosapiens. Dalibor is a regular speaker at the international conferences: Shopper Brain (Netherlands), Dubai Lynx (UAE), Euroshop (Germany), Family Thinking Marketing Forum (Poland), Branding Conference (BiH), MEKST (Serbia), HOW Festival (Croatia), just to name a few… His lectures with the practical examples of behavioral marketing are regularly the highest rated among the audience.