Find Your Forever Fans: Identify Your Target Audience with this Free + Fun Worksheet
Identifying and speaking directly to a clear target audience is an essential step in building any marketing campaign – and one that many of my clients overlook in the hopes of reaching everyone.
That’s why I created a worksheet specifically designed to help you think more deeply about your audience for any project or campaign you’re about to launch. (I LOVE worksheets!) It’s free for you to download and use – sign up & receive it by email below!
What’s better than a free tool to help your campaign? >>> An example of how to use it!
Kate Ladenheim, a marketing maven on my team, filled one out for you. When Kate’s not designing and building websites, email campaigns, and print campaigns for Amy Jacobus Marketing and our clients, she produces a roving arts showcase called CRAWL. Her events place two dance artists and one non-dance artist together in tightly curated and impossibly cool events all over Brooklyn.
Plain and simple, Kate is looking to build her audience. She wants to generate more thematic impact for her shows, introduce new people to the artists she curates and grow the number of loyal followers for all CRAWL events.
What's the goal of your campaign?
I’d like to generate 30% growth in ticket sales (60 new audience members per show) and a similar increase in followers across our digital channels: Facebook, Instagram, & Email.
Look backwards to go forwards:
(Kate actually named individuals in our exercise, but here she’ll give you some pseudonyms and a little bit about them.)
- Taylor: Aspiring musician with a day job at a design agency.
- Alexa: Dance artist through and through. Makes a living by writing about dance, spends her evenings and weekends making her own work, performs for other community artists, and produces her own events. She loves CRAWL because, frankly, she’d like to be in it!
- Victor: Doesn’t know much about dance or the arts, but a friend of a friend is in the show, and he heard there was free booze. He works at a start up, and adores music.
Let’s jump down the page a bit…
Now Kate’s digging into some bigger picture assumptions about her ideal new audience member or follower of CRAWL:
Tone & Aesthetics
Personal style: minimalist chic. This person is ultimate purveyor of the artist scarf (™)
Favorite Color: warm greys
Favorite music: Frank Ocean
Favorite movie: Wes Anderson’s latest
Makes sense, right?
Now that we have a clearer picture of Kate’s target audience, we can start to consider our messaging. We have here a collection of artsy, hipster professionals – so we should strive to consistently cultivate a sense of coolness, with a twinge of exclusivity.
Our audience is made of busy professionals – so copy should be pretty brief. They prioritize their creative ambitions above all else, so we have to emphasize the professional clout and cultural caché people will get by coming to CRAWL. As such, “Come and see a beautiful new dance piece” won’t resonate much with this audience, but “Mix and mingle with the dance world’s badass renegades” might motivate them to action.
This is an arts series, so beautiful imagery is key in order to highlight the artists, their work and the unconventional – and usually gorgeous – spaces CRAWL takes place in. Stunning photos and videos should be interspersed with audiences talking, laughing and having a great time. Those sexy event images can play on our target audience’s FOMO.
As you can see, first, we built a profile of Kate’s target audience, and now, ideas for how to engage them visually, with copy and word choice, and with typography and design are pouring out of our brains at warp speed.
You may still feel a desire to “reach everyone!”
That’s silly. A 45 year-old father of two young kids who loves the NFL is probably not going to understand or relate to Kate’s messaging. His priorities will be taking care of his kids or his fantasy league – and a moody Brooklyn warehouse photo will go by on his newsfeed unclicked and likely unnoticed. That’s OK!! Don’t worry about him!!
Everyone has different priorities, goals and interests. Your audience will be totally different than Kate’s, depending on your work, your mission and your personality.
Written by: Amy Jacobus
the brains of the operation
I strategize, consult and manage digital marketing and communications for small businesses, individual artists and nonprofit organizations.
I’m an independent contractor based in Brooklyn, because I have a thing for exposed brick and cozy, local coffee shops. Because I work with small businesses, I get the chance to really know my clients – what makes them tick and how and why they should stand out in a crowded marketplace. This leads to marketing strategies and solutions tailored to each company’s unique needs and actual capacity.