Innovation in a Bathroom Shower
Defining a target audience is difficult. To understand your best audience, you have to think of marketing like a tennis racket: You can hit the ball with any part of the racket, but the best place is a small space called the sweet spot. You may think you sell your services and products to everyone, but you will be so much more effective when you narrow and specialize your messaging to the sweet spot.
How do you find that sweet spot? You must start by doing a data dive on any internal information you have. Then you need to do interviews, surveys and focus groups of the identified audience cohort. It’s not easy, but you must find out how your target audience feels about your organization and how they interact with it. You need to know the good and bad.
When I was in a hotel shower recently, it hit me: Listening and analyzing your target audience can have a huge impact. Take a look at the photo of the hotel shower. Do you see a big difference? The shower controls are on the opposite end of the shower from where the door opens. Some smart engineer was really thinking about how people use a shower and the best location to place the temperature controls for the best user experience.
Most hotel showers put the controls under the showerhead. You can’t help but be blasted by ice-cold water before you find your temperature. This change of moving the controls to the opposite end was simple, but I’ll never look at showers the same way again. I’m sure it took some arguments with the contractor, but in the end the engineer was thinking more like a consumer, rather than what would be easier for a contractor.
That’s what it should be like, finding your voice with target audiences. It will not seem right at first as you break through the established ways of doing or saying things. It definitely will not be comfortable for internal audiences, but it will clean up with your target audiences.
When you start doing voice search strategy, the most important factor is “knowing” your audience. Not pandering to your audience, but really knowing their hopes, dreams and problems.
Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.