THE MECHANICS FOR CRAFTING THE PERFECT AUDIENCE

There are brands we feel have a special place in our hearts and we are thus loyal to them. Whether it’s because they support something we stand for, or their advert tugged to our emotions. We as consumers want to feel like the brand understands and speaks to us.

Constructing an effective and efficient marketing and PR strategy requires a lot of attention to detail and research, mainly on the audience. Lack of knowledge on your target audience, just makes any effort of interaction with your consumers futile.

The importance of truly learning about your audience is the authentic connection you make with them, hence creating brand loyalty and recognition.

IDENTIFYING TARGET AUDIENCE

Even at a young age, we have always known Fanta orange to be a kid’s go to drink. It isn't just the product that makes us think this way, but the adverts shown to us that have made us believe it is a young, vibrant drink. Fanta adverts have portrayed the brand as youthful and zealous since it first was produced. They understood who their main consumers would be, worked around that information and have successfully created one of the strongest customer loyalty to date.

Identifying a brand’s target isn’t grueling but it will require effort to manage it. One must inquire on who views their profile and purchases their products, what channel do they prefer, what is their stand on certain societal issues, the similarities and differences between the audiences (audience segmentation). All these questions and more, help you not only understand your audience but create a relationship with them. Relationships between a brand and its audience are extremely important, as it is what determines brand loyalty.

When the audience sees that the brand resonates with them, they will lower their skepticism and be more willing to trust the new brand.

However, a word of caution. Brands should not be too specific about who their audience is, lest you isolate any curious or potential customers.

Coca-cola is a star at this. They, through their adverts, show their flexibility to resonate and understand their different customers. They make different groups feel like their target audience. Youth feel it is a young persons drink because coca-cola follows the times, while others feel it is a family drink because it brings people together, whether of different walks of life or of blood relations.

MASTERING TARGET AUDIENCE

Understanding your target audience and their needs is the next step after identifying your audience. It is never just enough to recognize them, but to acknowledge them and their views.

Brands that often ask for feedback from their customers are more successful than most because they practise one primary relationship building element: listening.

Free samples, surveys and other questionnaires are used to know how to improve one's brand and identifying a brand’s audiences’ desires. Engaging with the audience gives them a sense of worth for your product.

Brands should also be willing to test different and new messages to their audiences. It will be a state of trial and error, but it will assist the brand to efficiently understand the right tone for their audience.

Communicating with your audience with a well-crafted audience persona will increase the brands closeness to the audiences, thus opening the doors for greater opportunities and success for the brand as well as a firm consumer-brand loyalty.

Review: https://www.5wpr.com/new/crafting-audience-persona/