If you’re planning a marketing event, it’s important to make sure that your target audience is the right one. In this post, we’ll explain what a target audience is, why they’re important when planning a brand activation, and how you can make sure you’re getting your brand in front of the right people, at the right time.
What are brand activations and target markets?
A brand activation is a marketing event or promotion that is designed to increase brand awareness and create excitement around a product or service. It can be anything from a pop-up shop to a concert or an interactive experience.
What is a target market?
A target market is the group of people who are most likely to buy your product or use your service. When you’re planning a brand activation marketing event, it’s important to make sure that you’re targeting the right people.
How are brand activation and target markets linked?
The success of any brand activation depends on reaching the right people. If you’re not targeting your event or promotion to the right audience, then you’re likely wasting time and money. Conversely, is you aim for event at just the right target market demographic profile, you’ve got the very chance of success.
That’s why it’s so important to gather data about your target market before you start putting together your brand activation plan. By understanding who your target market is, you can make sure that your event is designed to appeal to them. After all, the purpose of brand activation is to get your offering in front of your ideal customers, and show them what difference it can make to their lives.
Target market segmentation examples:
We can demonstrate this idea with some target market strategies for different product types:
- For instance, if you’re selling a new type of sports drink, then your target market might be athletes, regular gym goers, or people who are interested in fitness.
- If you’re launching a new clothing line, then your target market might be young adults who are interested in fashion.
- If your product is aimed at young children, then your target audience is likely to be parents or teachers.
As you can see, understanding your target market is the key to planning the best brand activation possible.
How to find your target audience
There are a few different ways that you can find out who your target market is. The first step is to think about who your product or service is for. Who are the people who are most likely to use it?
Once you’ve identified your target market, you can start to research them. There are a few different ways to do this:
- Look at your existing customer base. If you already have customers, then they’re likely to be in your target market. Look at who they are and what they’re interested in. How did they find you? What was it that drew them to your product?
- Use demographic data. This can help you to understand who your target market is based on factors like age, location, and income.
- Conduct market research. This can involve surveys, focus groups, or interviews. It’s a good way to get detailed information about your target market.
- Try an online target audience analysis. Shopper’s behaviours online often mimic their behaviour in the real world.
- Use social media listening tools. These allow you to track mentions of certain products or keywords, and get a feeling for what issues your potential customers are trying to solve.
- Conduct focus groups and interviews. One of the best ways to get feedback from people is simply to ask them! If you’re looking to gather more information from the public, sending out brand ambassadors to complete surveys can work well.
- Perform a SWOT analysis. SWOT stand for Strengths, Weaknesses, Opportunities and Threats. Some brands find these very helpful for getting a broader idea of their target market.
Once you’ve done your research, you should have a good understanding of who your target market is. Then, you can dig into the data (this is called doing target market analysis) and come up with a winning strategy.
These target market selection techniques can all help you to plan your brand activation so that it’s more likely to be successful. In a nutshell – once you know who your audience is, you can get out there and meet them where they are! This is a common factor which the best brand activations share.
How can Megaworxx assist?
As one of the leading brand activation companies in South Africa, MegaWorxx specialises in helping businesses to select, analyse, and reach their target market audience.
We can help you to plan and execute a successful, fresh brand activation that will reach the right people and generate real excitement and buzz about your product or service!
If you’re interested in learning more about how we can help, contact us today. We’ll be happy to discuss your needs and develop a custom target market plan for your business.
