There is so much importance in your target market. Out of all the people within the area of your business there is a percentage of the whole that will be purchasing your products or requesting your services. Ensuring you know who these people are will help in your efforts to advertise to them and get your message across to them.

If there are times when you feel that all your efforts are going to waste – you may not have defined who your target market is. Who is the person that will request your product or services? What do you know about them?


Doing your research will save you time and money.

Who is currently purchasing your products or requesting services? Once you know this, it will help understand more about the purchasing habits of your current customers and what your potential customers are likely to buy. Consider creating a survey that you can have them complete once they’ve purchased something, through email or online anonymously.

Where are these people likely to gather? Knowing this, you will be able to further position your product or announce services at specific events and the possibility of sponsoring an event as well.

How many repeat-customers do you have? If they purchase products often, you are likely to have them come in more or when you offer different products or services that are specific to them. These types of people you want to attract more of so you will have a broader customer base. If you have a large number, do you have a “Loyalty Program” established or do you feel this could be beneficial for your business?


Market Segmentation

To identify a target market there needs to be an understanding of the specific needs of certain groups of people, or segments. Out of this you can select one or all then develop programs or methods directed to each segment. When you understand the consumers you can design your marketing approach to best reach their needs most effectively.


Demographic Segmentation: based on age, gender, family size, education, income and social class. These are all important in knowing more about your clients/customers.

Geographic Segmentation: based on where they reside, it could include nation, country, province/state, or neighbourhoods. Some communities have events where you may advertise your product, become a sponsor or be involved with in some way.

Psychographic Segmentation: dividing on the basis of lifestyle, personality, culture and social class. Further information in this area can help really pin point your target market and which products/services are best for your diverse customers.


Do you offer exclusive products your competition doesn’t? A competitive analysis would be beneficial to understand how you can gain further clients/customers based on what your immediate competition are/not providing. Are early adopters high on your list of customers – do they prefer to have a new product or try a new service first?

When you understand your target market you can bring your business to the next level. You can determine distribution, pricing, product decisions and promotional decisions with advertising, direct and interactive marketing, sales promotion and public relations. Take the steps to understand your target market and then be creative to find new methods of reaching these diverse groups of people.