Keeping It Personal With Your Target Audience
A greeting card manufacturer once made a similar mistake when it launched a line of cards geared for aging Baby Boomers. Their promotional content played up the positive side of aging, which the manufacturer thought would appeal to the egos of these aging consumers. What the card maker didn’t consider was that Baby Boomers don’t like being perceived as old and definitely didn’t want to be seen shopping in the “old people� section of the store. And as a result, none did. This serious misreading of their targeted audience ultimately led to the line being discontinued.
No one can create effective marketing content without a clear understanding of the target audience. This means that, before you type a single word, you have to do your homework. You must discover the most effective way to directly connect to your audience, and the only way to do that is work with a team who can provide reliable, clear market research data.
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