Knowing your audience

Welcome Back!

In today's newsletter, we're tackling a topic that may seem straightforward but often trips up even seasoned marketers: matching your talent to your target market. I see it happen too often, people taking the wrong angle or casting the talent that looks like the buyer but not who the consumer is buying for. 

Understanding Your Audience: Who Holds the Purchasing Power? 💳🤔

Imagine you're marketing a product like Chegg, a service aimed at helping students excel academically. Now, the question arises: should your marketing efforts be geared towards students looking to improve their grades, or towards parents who ultimately make the purchase decision? Since it's usually the parents' card that gets charged, it makes more sense to target them directly, rather than convincing students to ask for permission—a process that adds an extra layer of selling to the parent.

Casting Considerations: Parental Influence vs. Student Experience 🎬👩‍👧‍👦

When it comes to casting talent for your marketing campaigns, the choice becomes clear. Do you feature a parent discussing how Chegg helped their child excel academically, or do you opt for a student sharing their success story? By asking these critical questions and identifying these nuances, you can align your casting choices with your target audience's needs and preferences.

Data-Driven Decision-Making: The Name of the Game 📊🧠

At the heart of effective marketing lies the relentless pursuit of answers. It's about conducting A/B tests, analyzing data, and asking the right questions to uncover what works and why. Smart, data-driven marketing agencies thrive because they're not afraid to delve deep, challenge assumptions, and adapt their strategies based on empirical evidence.

By understanding your audience, aligning your casting choices with their needs, and leveraging data-driven insights, you can set your marketing campaigns up for success. It's all about making informed decisions that resonate with your target market and drive results.