How to Run a Target Audience Workshop

Updated: 4 days ago


target audience graphic
Image by Jirsak from Getty Images

So you’re starting a business, but you haven’t yet nailed your target audience. If you’re putting this off to do other things in your business, then stop everything.


Your target audience is arguably the single most important piece to identify in your business. More important than your website, more important than setting up your bank accounts, and more important than buying your products. Why?


Because without a clearly defined target market, what will your brand look like? What kind of messaging will you use? How do you expect your marketing to successfully sell your product if you have no idea who you’re selling to?


In this article, we’re going to show you how to run a target audience workshop like a pro, so you can set yourself up for success.



Why Should I Define My Target Market?


This is a question just about every client asks. Why should I niche down? Why should I pick a specific audience? Can’t we just cast the net wide and capture as many people as possible?


It’s common to think that by being uber-specific, you’re missing a share of the market in the people you don’t consider in your planning. But, marketers will tell you that this is incorrect.


You can certainly try and cast your net wide, but it’s proven to be not as effective as identifying and targeting a specific audience.


Look at every successful brand out there, they all have specific branding and messaging that speaks directly to their target audience.


You want to be as explicit as possible. Being clear on who you’re targeting helps you to create a brand that speaks directly to the person who is most likely to buy your product.


Once you’ve identified who you’re targeting by creating 2-3 customer avatars, you can then build a brand that your target audience will know, love, and trust.



What is a Customer Avatar?


A customer avatar is simply just a profile for your potential target audience. If you’ve ever enjoyed playing The Sims or Animal Crossing, then you’ll love creating avatars.


A customer avatar is a fictional character you create who is most likely to need and purchase your product. You do this by using demographics, psychographics, preferences, and pain points.


The point of creating a customer avatar is to put a theory into reality, so it’s easier for you to build your brand and market your product in the most effective way. And although these will be fictional, your client avatars will represent a group or groups of similar people who you can target.


In the next section you’ll learn how to run a target audience workshop like a pro.



How to Run a Target Audience Workshop Like a Pro


Image by ALotOfPeople from Getty Images Pro
Collaborative group of people in a workshop sitting around a table coming up with ideas


You can certainly create avatars on your own, and this might be a great way to begin. But we believe it’s more effective to run a target audience workshop with two or more people so you can brainstorm together.


Grab a sheet of paper or a whiteboard, or start a Google Doc and title it “Customer Avatar 1.” Then fill out the following information with your group:


Demographics

  • Name

  • Age

  • Gender

  • Location

  • Ethnicity

  • Marital Status

  • Job/Industry

  • Income

  • Education

  • Religious Beliefs

  • Political Beliefs

Psychographics

  • Values

  • Interests

  • Hobbies

  • Needs

  • Wants

  • Fears

  • Hopes/Aspirations

Preferences

  • Favorite books

  • Favorite blogs/websites

  • Favorite magazines

  • Favorite music/podcasts

  • Favorite mentor/idols/influencers

  • Prefer online or in-store shopping

  • Prefer print or digital media

  • Social media platforms and usage

  • Goals in life

  • Values in life

Pain Points

  • Problems your product can solve

  • Objections why they won’t buy it

  • Challenges they’re currently facing


Elaborate as much as possible when filling in details about your customer avatar.


When you’re done, choose a headshot of your avatar from Pexels or Unsplash.


Great. Now do two more.


These avatars will be one of your most important assets in your business. Any time you hire someone new, show them these so they understand who you're speaking and selling to.



Speak Directly to Your Customer Avatars


Now you have a fundamental piece to your overall business puzzle. When you build your brand, your website, and marketing campaigns you’ll be able to speak directly to your customer avatars.


If you’re stuck, get in touch. We’re here to help you.


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