What is the target audience
A target audience is a group of potential buyers who are most likely to decide to purchase a particular product.
The core of the target audience is the most effective part of potential customers who bring or can bring the main percentage of income, due to which the level of sales increases.
That is why marketers take into account the preferences of this category of people when creating advertisements, because this has a significant impact on advertising effectiveness.
Types of target audience
The main criterion when determining target audience is its division into primary and secondary . Let's take a closer look at them.
The primary target audience may include a company that purchases products for further resale, or parents who purchase products for their children. Those. This is the category of clients that makes a direct decision to purchase, but may not be its real consumer.
Secondary target audience has a significant influence on decision making and can be a direct user, although they do not purchase the product independently. For example, this category may include children who are bought various goods by adults.
By focusing on the interests of the secondary audience, you can significantly influence the decision-making of paying representatives. Often brands create additional product lines marked “kids”: clothing for children, children’s menus, etc.
In addition to identifying the primary and secondary target audience, there are 2 more categories: b2b - business to business and b2c - business to consumer .
B2B is most interested in long-term and stable cooperation, as well as compliance with obligations by both parties. The customer pays special attention to the experience of the contractor and his competence in a particular industry.
When two businesses collaborate, it is important to evaluate actual data rather than emotions. Communication is carried out through business and personal meetings, forums, seminars and personal presentations.
The B2C segment is the most flexible; trends are constantly changing here. Often communication is carried out through manipulation.
Premises for a jewelry store
Let's start by choosing a store location. It should be crowded and passable; the best option is large shopping centers. Don’t worry if there are competitors nearby; as a rule, clients are creative when choosing jewelry; they walk around, choose, and visit several points before making a purchase. Therefore, the location of the store next to competitors is more of a plus than a minus.
Renting premises
Prices vary quite a bit depending on the location of the outlet. But it’s important not to make a mistake here, because jewelry is not an essential commodity, so opening a store in a residential area of the city is pointless. You will have to shell out a considerable amount of money for monthly rent in a good, crowded place, but this makes sense, because you are more likely to get targeted clients.
Why look for a target audience?
There are a number of reasons why it is important to know your target audience. You can:
- build an advertising campaign with maximum success;
- create an optimal assortment;
- effectively carry out promotions and sales, the purpose of which is to attract new customers;
- reduce the time for development and promotion of the company;
- select new products that will interest your target audience.
How to attract customers to your store >>
How to determine your target audience
You can find your target audience by demographic, social, geographical and psychological parameters.
Demographic:
- Floor;
- Age;
- Nationality;
- Family status.
Social:
- Education;
- Speciality;
- Source of income;
- Income level;
- Religious Beliefs.
Geographical:
- A country;
- Locality;
- Population size;
- Climate.
Psychological:
- Life position;
- Values;
- Interests;
- Lifestyle.
You can get this information by surveying existing customers.
An example of a target audience for a children's goods store:
- Elena, 34 years old;
- Three children, 3, 5 and 8 years old, works in a bank;
- Lives in Moscow;
- The total family income is 200 thousand rubles per month;
- Needs: quality clothing and shoes for 2-3 seasons;
- Problem: Children's shoes wear out quickly.
The clothes and shoes for children in your store are of high quality and made from good and natural materials. The sole of the shoe is stitched, and the material used does not allow damage to the shoe even with careless use.
Use the Business.Ru CRM system for a detailed analysis of the store’s target audience. In the system, you can maintain a detailed database of buyers with questionnaires and various notes on them. This will allow you to highlight the core of your target audience and increase sales of your store.
How to choose the target audience for your store:
Where can I get money to open a jewelry store?
There are several ways, but you must be clearly aware of the possible risks. In business, there is no 100% guarantee of success.
It will not be possible to open a jewelry store from scratch; this area of business requires considerable financial investments, so first you need solid start-up capital.
Start-up capital
You can get money to open your business from the bank. Apply for a loan and receive start-up capital. If you try, you can find the most favorable lending conditions.
Help from the state. Each person is entitled to one-time assistance from the state for the development of their own business, do not miss this opportunity.
Companionship. The jewelry business requires considerable investment, so you can look for partners, people who will be ready to work with you for the benefit of the common cause. It is desirable that investments in the business be approximately equal.
Video on the topic
Target audience segmentation
As practice shows, it is much easier to establish communication with small groups of clients united into one target audience. Let's consider the principles of segmentation:
- By location, i.e. the consumer market is divided by country, region, city, and even street;
- Based on basic characteristics: gender, age, religion. Buyer activity depends on this;
- By solvency: income level, education, living conditions;
- By social status, life principles and lifestyle.
In order to obtain all this data and further divide the target audience into narrower groups, the following tools are used:
- Questionnaires filled out on a website or in a group of social networks. They provide an opportunity to find out about the age of potential clients, their preferences, as well as many other useful information;
- Internal surveys of potential clients and data from third-party sites;
- Research conducted by marketing agencies.
Today, you can also use services such as Yandex Audiences, which allow you to use both your own and Yandex data to set up advertising campaigns.
There is such a thing as behavioral segmentation - this is the division of all buyers into groups according to their behavior at the moment when they choose a product, purchase and use it.
For example:
- Segmentation based on data on the intensity of product use;
- In relation to the attitude of buyers towards a specific brand, it is most often used at the time of developing assortment strategies.
Behavioral cues are things that can describe a buyer's purchasing process, for example:
- Place of purchase;
- Frequency of purchases and consumption;
- The benefit sought by the consumer;
- Attitude to the product;
- Reason for purchase;
- Client status;
- Level of readiness to purchase;
- Level of involvement.
Mark Sherrington's 5W Method
When determining the target audience using this technique for market segmentation, five questions are used:
What? It will make it possible to segment the target audience according to the type of goods they are interested in;
Who? You will be able to distinguish types of audience by gender, age, etc.;
Why? Why should potential clients choose you? This way you can determine their motivation and understand what problem your product solves;
When? At what point is your product needed by the consumer? This way you can divide your target audience according to their needs and circumstances;
Where? Where is the decision to purchase your product made and where is it purchased? All segments have different touchpoints where you can influence the purchasing decision.
Example:
What? Seeds, seedlings, garden tools;
Who? Men and women;
Why? The beginning of the summer season;
When? Since the beginning of spring;
Where? Hypermarkets, garden equipment stores.
The result you get will help determine your target audience. This means there will be an opportunity to create an effective advertising campaign and product presentation based on consumer requests and needs.
Choosing a direction in jewelry
- A pawnshop is a place where you can pledge any valuable item, in our case, gold jewelry. This business is relevant in times of crisis; you can rise well, quickly recoup all costs and soon receive a net profit from this business;
- Design development of gold products. This type of employment is quite promising, although troublesome. Such work requires a certain skill and knowledge in the jewelry field, so it is best to start with people who master this skill. Prices in jewelry stores for exclusive jewelry are always much higher, so you are guaranteed good earnings;
- Supply of precious metals. The supply of precious metals is a promising and very profitable business. But in Russia this process is controlled at the state level, therefore, there is nothing for a beginner in this matter to do. Here you need solid start-up capital and not small initial investments;
- Workshop for repairing gold items. Very often such workshops open next to jewelry stores. As a rule, people turn to the nearest jeweler for repair services, so it is very important to open a workshop next to or in the same premises as the jewelry store;
- A jewelry store is a fairly profitable business, but it requires a large initial investment, so it is not very suitable for beginners.
In this article, I want to discuss more specifically the issue of how to open a jewelry store.
Portrait of the target audience
A portrait of the target audience is considered to be an accurate definition of the characteristics of a clear representative of a specific target audience. Those. This is an imaginary character who is given a name, age, gender, hobbies, etc. by marketers. All this data is taken from the audience to which it relates.
Scheme for drawing up a portrait
- Social data (gender, age, family presence, income level);
- Pastime (resources on a specific topic, online stores, social networks, etc.);
- What problems can be solved with the purchase of your products;
- What will he receive after purchasing your product (rest, knowledge, beauty);
- Why is it necessary to buy your products?
By creating a portrait of your target audience, you can communicate with potential clients most effectively.
The Business.Ru CRM system will help you create a portrait of your target audience. In it you can create a card for each client with a detailed questionnaire and notes. For example, collect in it all information about the client, including correspondence with him, contracts, requests, etc. Knowledge of this data and a correctly compiled portrait of the target audience will help increase sales of your store.
Equipment
First of all, you will need to purchase display cases. They must have an attractive appearance. There must be an alarm.
Also, every jewelry store should have a security guard, make sure that he has a presentable appearance.
Scales. It is mandatory to have scales for weighing jewelry. Sometimes clients need this service, but they will be needed at work.
Equipment options for jewelry stores:
- Classic counters are glazed showcases, horizontal or inclined towards the client, with a height of one meter.
- Glass cabinets look very presentable and allow the client to examine the jewelry in more detail. As a rule, such display cases are used in exclusive jewelry stores.
- Vertical stands are easy to use and allow you to display a large assortment of products.
Common mistakes when identifying and analyzing target audiences
Let's look at the most common mistakes that are made when identifying and analyzing the target audience.
Make products without taking into account the consumer's problem . In any business, the customer comes first. Unfortunately, they often forget about this and first create a product, and then begin searching for consumers.
Believe that everyone needs your product. Drawing up a portrait of the target audience takes a lot of time and it happens that a generalized image is created: “a woman aged 20 to 40 years, married, has children, average income level.”
For example, in a situation with children's products, it may turn out like this: all these women fit your target audience, but in fact they are not her. After all, some of them are ready to purchase only goods made from environmentally friendly materials, some prefer pastel shades, etc. By targeting ads to everyone, without taking into account their real needs, you will spend a lot of money, but your income will not increase.
Target too narrow an audience . Sometimes companies give overly specific descriptions of their target audience.
For example: Maria, 24 years old, freelancer, husband is a manager, one child 3 years old, loves cats and tea with bergamot.
This portrait will not help you set up advertising and create a content strategy, because... There are no such people except this Maria, she is unique.
When determining the target audience, take into account only accurate data . Such as: age, gender, income level, marital status. The result is a general image with a description of social parameters. However, people with the same social parameters may have completely different needs.
For example, you are selling a weight loss program and have determined that your target audience is women from 18 to 35 years old, with an income of 35 thousand rubles and a weight of 65 kg. But they didn’t take into account that someone doesn’t want to lose weight, someone loses weight through fasting, and someone is looking for a magic pill and doesn’t want to make any effort. Each occasion requires different advertising and products.
Assume that representatives of the target audience have the same needs . This misconception is common, but every prospect is different. For example, when advertising for a fitness center, you can focus on weight loss products and group classes, while missing out on those who need individual training or independent training on exercise machines.
Do not take into account the division into consumers and those who pay for the goods . Without this, it is difficult to create the right content and set up advertising. For example, you have a flower shop and you write romantic posts, advertise beautiful bouquets for girls, but it is men who buy them much more often.
Ignore searching for places where your audience lives . Without understanding where your potential customers live, you simply won’t be able to determine the promotion channels you need.
Habitats include both social networks and favorite restaurants or vacation spots. Without knowing where your client lives, you may make a mistake when placing advertising, for example, installing a banner advertising a beauty salon near a martial arts center.
Re-evaluate your potential clients . This mistake is often made by those who build a business for the VIP segment: they open restaurants, sell luxury housing, etc.
For example, you planned to open a restaurant in Moscow and decided to make it unusual and aimed at middle-class clients. Excellent service, delicious dishes prepared by the chef, European design and much more. If you assume that your target audience is people with an income above 150 thousand rubles, who own expensive cars and luxury housing, you are very likely mistaken, the portrait of your audience will look like this: people over 30, with an average income in Moscow of 80+ thousand rubles , living in personal or rented housing and preferring healthy nutrition.
Ignore the division of the target audience into segments . If you are selling a popular product, your target audience may be wide, but if you do not divide it into segments, then advertising will not have the desired effect. The more carefully you divide your audience into segments, the more effective your advertising will be.
For example, you sell tea and your target audience can be divided into the following segments:
- Young people from 18 to 25 years old, with wealthy parents, who want to stand out;
- Women over 25 years old who prefer a healthy diet;
- Businessmen over 30 years old who have decided to consume only high-quality products;
- Office employees over 25 years of age who want to give a gift to their boss.
This is a small part of the possible segments. The target audience can also be divided according to their preferences for tea varieties.
Segmentation is not limited to consumer products. Narrowly targeted goods and services may also be needed by completely different consumers.
For example, courses in writing sales texts may be of interest to both a 20+ girl who is in search of her calling, and a 40+ businessman who wants to increase sales of his products.
Purchase of goods
Most of your capital will go towards purchasing gold items for resale. It is very important to find good suppliers with whom it will be profitable to work.
It is best to choose a specific direction: exclusive handmade goods, vintage jewelry or standard inexpensive products.
You shouldn't buy too many products at the initial stage. It is more profitable to sell goods under a commission or commission agreement. In this case, you pay for the goods after its direct sale.
Many jewelry stores also work on order, that is, you choose the jewelry you like in the catalog and after a while you receive your product. It’s much more profitable to work this way and almost all exclusive salons have switched to this type of activity.
