Let’s consider tablet computers for children. It would make sense that the more IT savvy the parents are, the more likely they are to buy a tablet for their kids. So, the target market for kid tablets is IT savvy adults, right?
Not so fast.
You may have heard stories about Silicon Valley executives raising their kids completely gadget-free. In this case, a smarter approach could be approaching the grandparents. This audience is perfect for those who don’t know what gift to give their grandkids and want to keep up with the times.
If the tablet is not high-end, another angle could be targeting the gadget to lower-income families. Then you could drive home the link between technology and the higher likelihood of a child’s future success.
A similar example: marketing an apartment complex. Having an audience in mind is critical when you start thinking of setting pricing and investing in amenities. Secondary features can make your offering attractive to groups you hadn’t thought of: is there access to a bike path? Maybe a new business park is opening up? All of this can help you narrow your targeting in a way that sets your offering apart from nearby competitors.