Monday evening. Günther, 58 years old, comes home from work. In the stairwell, he looks in the letterbox and finds … an invitation to open a nail salon nearby. What happened? Well, either the studio’s marketing managers saw Günther as a potential customer. However, it is more likely that they have not thought about their own target group. Their strategy: distribute as many flyers as possible to as many people as possible.

This method can bring partial success. After all, the recipients of the 2,000 flyers distributed will certainly include women who like to get a manicure. What’s left? Exactly: Annoyed recipients who are irrelevant to the brand. Superfluous paper. Unnecessary costs. Maximizing profit is different.

If the nail salon had dealt with its potential customers beforehand, it would have been able to save money and at the same time reduce wastage, i.e. only reach people who are really relevant to its own brand. Efficient implementation of the advertising project is based on knowing your potential customers.

Defining a target group is quite easy if you already have a large number of customers. Then you can define your target group based on the characteristics of these people: How old are your customers? What gender and marital status do they have? In addition to these demographic characteristics, socio-economic factors such as occupation also play a role. And also psychographic characteristics such as lifestyle. With such a market segmentation, you will probably find that your customers can be divided into subgroups, meaning that you have not one, but several target groups.

But even if you are still at the beginning, you can find out who belongs to your target group and who does not. If our nail salon had looked at the above characteristics, it would probably have come to the conclusion that Günther was not a potential customer.

A good knowledge of your target group also has a positive effect on your brand. Because if you know what your target group is interested in and what they may be missing, you have the opportunity to adapt your own product or service to these needs and thus optimize it.

The Internet offers numerous opportunities to address your target group(s) directly in a variety of ways and to receive feedback at the same time. Whether Google Ads, Facebook Ads or Pinterest ads: We help you to define your target group(s), locate them and reach them efficiently.

Is your target group more likely to be offline? No problem! From print ads and brochures to radio spots – we pick up your potential customers across all media.

Say “Bye, Günther!” and “Hello, Melters!”. We look forward to supporting you in the successful implementation of your marketing goals.