Vans are my favorite brand of shoes. They’re comfy canvas shoes that come in an array of fun styles, types, and colors that appeal to a wide range of consumers.
The shoe brand is a global company that’s been around since 1966, using their tagline “Off the Wall” as an ode to their first core audience: skateboarders. But who else do Vans appeal to?
Looking at their Instagram, you can gather a few clues:
From skating to lifestyle and even surfing, Vans has a different Instagram account for each of their target audiences — and each account is just different enough to resonate with its specific consumer. This approach shows the company’s deep understanding of marketing to multiple target audiences. Take this Instagram account geared towards women:
The account is packed with relevant campaigns and content for their female buyers.
Understanding target audiences can lead to more successful campaigns for you, as customers will feel as if they connect with your brand. Let’s get into target audiences and how to identify yours.
What is a Target Audience?
A target audience is a group of consumers characterized by behavior and specific demographics, such as female extreme athletes between the ages of 18 and 25. Target audiences are a pillar of most businesses influencing decision making for marketing strategy, such as where to spend money on ads, how to appeal to customers, and even what product to build next.
Target audiences are used to define the buyer persona of a business, as well. Buyer personas are a representative overview of a business’s ideal customer, drawn from data that makes up a target audience. Some of these demographics and behavior areas are:
This information is helpful in understanding the customer and how they make purchase decisions. Targeting a specific audience will also help your campaigns reach the correct people who will relate most to your company’s message and products.
When talking about a target audience, it’s a useful distinction not to confuse the term with a target market. While similar, their difference is key for marketers.
Essentially, you can describe your target market by finding your target audience. If a target market was “marketers aged 25-35,” the target audience would then be something like “marketers living in Boston, Massachusetts aged 25-35.”
That was an overview of target audiences. Let’s dive into some specifics, such as the different types of audiences and how to find your own.
Types of Target Audience
We’ve briefly gone over the attributes that make up a demographic. There are plenty in the marketing world — all helpful in locating the correct audience.
When we talk about types of target audiences, we’re talking about more ways to define who you’re creating a campaign for. You can segment your audience into groups or define them further using categories such as: