Targeting a different audience—or repositioning your brand for new customer segments—is a powerful growth strategy that requires shifting how you package, price, and promote your offerings. Whether you are pivoting to survive, expanding your market share, or launching a new product, reaching a new demographic requires a deep dive into data, psychographics, and buyer behavior.
The process of targeting an entirely new audience segment breaks down into three actionable phases: 1. Identify Your New Audience’s “Why” and “Where”
Before you launch a campaign, you must understand who you are trying to reach. Instead of broad strokes like “people aged 25-45,” use these four segmentation categories to narrow your focus:
Demographics: Age, income level, education, occupation, and family status.
Psychographics: Lifestyle choices, values, personal beliefs, and hobbies.
Behavioral: Purchasing habits, brand interactions, and product usage (e.g., impulse buyers vs. extensive researchers).
Geographics: Regional preferences, climate needs, and population density. 2. Reposition Your Brand’s Messaging and “Persona”
One size does not fit all. To successfully attract a different crowd, you must tailor your message to address their specific pain points.
Target (the retail brand) famously differentiates its messaging by platform. They use their Facebook campaigns to target families, but their Twitter content is geared toward a younger, millennial and Gen-Z crowd.
Old Spice famously repositioned their brand in 2010 by keeping the same product, but changing the target audience. Research revealed that while men wore the product, women were doing the grocery shopping. By airing ads directly targeting women, they skyrocketed sales. 3. Choose the Right Marketing Channels
Different audiences consume media in completely different ways. ads.spotify.com Target audience types with examples and use cases
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