In this episode of “Room 224,” we explore how businesses identify and connect with their ideal customers. Through real-world examples, we break down audience research and share tips for aspiring marketers.
Room 224
Finding Your Target Audience
(upbeat music) - Welcome to Room 224. It's simple. We like talking about marketing, but we only talk about things that matter. ♪ Welcome to room two to the floor ♪ ♪ Marketing tips and so much more ♪ ♪ For curious minds ready to explore ♪ ♪ Staffing to me, open the door ♪ - Welcome back to Room 224, the podcast where we talk about all things marketing, from the basics to strategies used by some of the world's most successful brands. This episode is brought to you by the marketing teacher, and today we're going to tackle one of the most important topics in marketing, how to identify your target audience. You've probably heard this term before, target audience. But what does it really mean, and why is it so important? Well, think about it, no matter how great your product or services, if you're marketing to the wrong people, you won't get anywhere. You could be selling the best skateboard in the world, but if you're advertising to people who aren't in skateboarding, your message is going to fall flat. Let's break down how businesses figure out who their ideal customers are and how you can apply these principles, whether you're promoting a school event or thinking about a future career in marketing. Let's start with a brand you've definitely heard of, Nike. Nike is a perfect example of a company that knows exactly who its target audiences and how to communicate with them. Nike's core customers are athletes and people who lead active lifestyles, right? But what makes Nike's marketing brilliant is that they go beyond just selling shoes and apparel. They tap into the emotional side of being an athlete, whether you're a professional or just working out to stay fit. When Nike says, just do it, they're speaking directly to their audience's mindset. It's not just about buying gear, it's about pushing yourself to be your best and Nike is there to support that journey. Nike does extensive research to figure out who these people are. They consider everything age, gender, interests, fitness levels and even what type of content their audience engages with on social media. For example, Nike knows that their younger audience is more likely to be on Instagram and TikTok so they create dynamic, short form videos for those platforms. On the other hand, when targeting older athletes or professionals, they might focus on Facebook or LinkedIn ads with more detailed content. But how do they know which platforms to focus on or which messages resonate most? Nike uses something called market segmentation, breaking down their audience into smaller groups based on specific characteristics like age, income or geographic location. This way, they can tailor their marketing efforts to different segments within their larger audience. Instead of a one size fits all approach, Nike is speaking directly to different groups with specific needs or interests. Here's a question for you. When you see Nike ads or sponsored posts, what stands out to you? Is it the athletic imagery, the motivational tone? How do you think Nike's message connects with its audience on an emotional level? Another great example of identifying and targeting a specific audience is Spotify. The company is known for its personalized playlists like Discover Weekly, which uses data about your listening habits to recommend new music. But Spotify doesn't just stop at playlists. They also use that data to create personalized advertising experiences. They know if you're a frequent podcast listener, for example, and will tailor ads that fit your preferences. Let's look at a real campaign Spotify ran. In 2019, Spotify launched a massive global ad campaign called Wrapped, where users could see a summary of their most listened to songs, artists and podcasts over the past year. This wasn't just a cool feature for users, it was a gold mine for Spotify's marketing team. They targeted music lovers across different genres, using the Wrapped feature to encourage users to share their listening habits on social media. And the campaign exploded. People were posting their personalized summaries everywhere on Instagram, Twitter, Snapchat, you name it. This wasn't random. Spotify knew their audience loved personalization and social sharing, and they used that insight to craft a viral marketing campaign. But what can you take away from Spotify's approach? It's all about understanding not just for your audiences, but what motivates them. Spotify's users love the idea of sharing their personal tastes with friends and the Wrapped campaign played right into that. Let's switch gears for a second. Think about brands that target you, personally. When you see an ad on Instagram, TikTok, or YouTube, do you ever feel like it was made just for you? That's no accident. Companies use a mix of demographic and psychographic data to get a deeper understanding of their audience. Demographics include basic info like age, location, and gender, while psychographics dive into interests, values, and behaviors. For example, Netflix knows if you're someone who loves action movies or romantic comedies. Based on reviewing habits, they'll show you personalized recommendations, making it more likely you'll stay on the platform. A brand that uses psychographic data incredibly well is Patagonia. Patagonia is an outdoor clothing company that markets heavily to environmentally conscious consumers. They're not just selling jackets, they're selling a commitment to sustainability. The company's target audience isn't just people who enjoy hiking or skiing, but people who care deeply about the environment and want their purchases to reflect those values. A few years ago, Patagonia took out a full page ad in the New York Times that simply said, "Don't buy this jacket." Sounds strange, right? But the message was clear. Patagonia was urging people to think about the environmental impact of consumerism, aligning their brand with their audience's values. It wasn't just an ad for a jacket, it was a statement about reducing waste and making more sustainable choices. Patagonia understood that their audience wasn't just interested in buying gear, they were part of a movement. So, here's another question. What are some brands that you feel aligned with your own interests or values? What do they do differently that makes you feel like they get you? For students interested in marketing, learning how to identify your target audience is a crucial skill. If you were launching a business or even organizing a school event, one of the first things you need to ask yourself is, "Who is my audience?" For example, if you're promoting a school dance, you wouldn't just say, "This event is for all students." You want to figure out which students are most likely to attend and how you can appeal to them specifically. Are you targeting freshmen who are new and looking for ways to connect? Or maybe seniors who want one last big memory before graduation? The key is to narrow down your audience so that your messaging becomes clearer and more effective. The more you know about your target audience, the better you can tailor your message to meet their specific needs. To get started, I have some actionable advice for you. If you're interested in marketing, start small. Think about a project, event, or even a school club you're involved in. Ask yourself, "Who is my target audience?" Is it underclassmen, upperclassmen, or maybe a specific group of students with particular interests? Use tools like Instagram polls or Google Forms to gather information. This is called audience research, and it's something every marketer does before launching a campaign. Next, pay attention to what successful brands are doing. Follow companies on social media that you admire. Are they targeting a niche group, or are they going for a broader audience? Watch how they interact with their customers and what kind of posts they create. You can learn a lot by just observing and taking notes on what works. Before we wrap up, let me leave you with some questions to think about. One, how do you think companies can use audience research to improve their marketing strategies? Two, can you think of a time when a brand's message really connected with you? Why do you think it worked? Three, if you were marketing a product, how would you segment your audience and what specific groups would you target? Thanks for joining me on today's episode of Room 224. Hopefully, you've learned something new about how brands identify and connect with their target audience. If you found this episode helpful, make sure to share it with your friends or teachers. I'll see you next time. ♪ A guide to marketing ♪ ♪ Join us every week ♪ ♪ From knowledge at the core ♪