About
Target publics are groups of people that you can target with messages and activities.
A public is any group of people that either affect your business or are effected by it. Small businesses may be most influenced by their customers. Corporations may be most affected by their stock owners. Both of these publics must be targeted with strategic campaigns in order to insure that their effect is positive rather than negative.
To be successful, you must know demographic (factual), psychographic (personality) and sociographic (social) characteristics of your target publics. Target publics can be markets, customers, audiences or other groups.
- A market represents a group of people that a business wants to target as potential customers. For example, a candy company targets its sugarless line for a diabetic market.
- Customers are people who already purchase from a business. For example, a craft store targets its customers for repeat sales.
- Audiences are people who read the business’s publications, or view and listen to its audio and video information. For example a community newspaper manger selects content to appeal to its local audience.
In each case, the more characteristics that you know about the target public, the more likely the your efforts will be successful. The best way of learning target public characteristics is through segmenting.
This site concentrates on segmenting publics by age, education, gender, occupation, national origin, and social class. It uses a simple segmentation process that doesn’t require technical skill, special computer software or statistics.
To learn how you can get a free copy of the Matrix Market Segmentation Process special report, complete the form below:
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