Attract the Audience You're Made For
Hi Friend,
Okay, now that you’ve segmented your audience (high five!), it’s time to focus on targeting and positioning. Don’t worry, I’ll break it down in simple terms, so we can get your marketing game on track.
Targeting: Who Are You Really Talking To?
Targeting is all about choosing which segments you want to focus on and tailor your message to. It’s like picking a few friends to hang out with versus trying to please everyone in the room. There are a few ways you can target your audience:
Mass / Undifferentiated: Think of this like a “one-size-fits-all” strategy. You send out the same message to everyone, hoping it’ll resonate. It works for products with broad appeal, like household items.
Segmented / Differentiated: This one’s like creating different playlists for different moods. You tailor your message to each specific segment you want to target. Sure, it’s a bit more work, but it’s worth it.
Niche / Concentrated: You focus on just one segment—this works really well if you’re a small business with a specialized product. You get to own that niche!
Micromarketing: This is the most personal approach—you’re literally targeting individuals or small, localized groups with highly specific messages. Think of it like sending personalized offers to a small group of people in a neighborhood.
Positioning: Making Your Brand Stand Out
Alright, now that you’ve picked who you want to talk to, let’s talk about positioning. This is all about how your audience perceives your product compared to others in the market. The way you position your product is everything—it’s what makes you stand out from your competitors.
Here are some common strategies for positioning:
Price: Are you the affordable option, or are you all about luxury? Your price tells a story.
Quality or Luxury: This is about positioning your brand as high-end or premium. It’s not about being cheap—it’s about delivering that next-level experience.
Product Use: Positioning based on how your product is used. For example, fitness apps target health enthusiasts, while gaming apps go after entertainment seekers.
Competition: This is positioning against your competitors. Are you better than Brand X? Are you offering something they’re missing?
To visualize how you’re positioning yourself, a product positioning map can help you map your product’s place in the market. You can see where there might be gaps, or where you could differentiate yourself. It’s like drawing a map of where your brand stands in relation to others.
Remember, targeting and positioning go hand in hand. Once you’ve picked your segment, positioning helps you communicate your product’s unique value. Together, they help you create a marketing strategy that truly speaks to the people who matter most.
Alright, you’ve got the basics of targeting and positioning down! Now go out there and put these strategies to work to make sure your brand cuts through the noise.
Your Marketing Gal,
Kianna
