How well do you know your target audience? Really.
In the modern communication plan, you’ll want to include detailed information about who you are trying to reach. This section can include demographic data, market research, and other information that showcases who you are communicating to.
However, the deeper you describe them, the greater your team members will be able to work with your strategies and messaging. They can get more creative, knowing that what they are doing will resonate with who they are trying to influence.
So, what is “deep?”
- Where do they hang out online as well as in real life? That one may be easy to answer. But do you know when they are there? Pinterest attracts mostly women ages 18 to 35 and who spend an average of 80 minutes (!) with a penchant to buy (!!). They log onto Pinterest in droves on Saturday mornings. Are you there then? Online shopping has reshaped consumer-buying habits. Yet studies continually show that most people still like to visit brick and mortar stores. When does your audience do that? Black Friday, the day after Thanksgiving, was the largest in-person shopping day for decades. But in the last few years, Black Friday seems more like Black Anytime.
- What causes action? You know what you want them to do, but what causes them to click, share or buy? Better yet, what causes an “automatic buy?” Is it from peer pressure? And what does that peer pressure look like? A high number of “views” of a video spurs more sharing than a lower-viewed piece. Or is your product likely to be purchased or adopted because it has a long brand history? Older Americans tend to have strong brand loyalty. The younger generation hasn’t had time to establish brand preferences yet.
- Speaking of age, what generation is your audience from? For the first time in history, the U.S. job force has four generations represented. The youngest, the Millennials, have completely different attitudes about work, friends and family, and community than Depression-era workers. They also want different things from life. Know these differences. Name them.
These are a few questions to ask. What else should we examine? Share in the comments section if you have more.