The Art of Designing for Two: Why Your Target Audience and Customers Aren’t the Same

Running a brand is a lot like running a restaurant. You can cook up the most creative and delicious dishes, but if no one walks through the door to eat them, all that effort goes to waste. When we talk about "target customers" and "target audiences," these two concepts are like the menu design and seating arrangements in a restaurant: they seem similar, but they’re actually very different. Understanding the difference is crucial for a brand’s success.

 

 

What is a Target Customer?

 

A target customer is the group of people a brand is trying to attract and serve. These are the people who are likely to buy your products or services and become loyal supporters of your brand. Target customers are not just defined by age or income—they’re the people who are already in a position to make a purchase decision.

 

Let’s say you run a high-end cosmetics brand. Your target customers might be people between the ages of 25 and 45, with higher incomes, who care about skincare. These customers are likely to make buying decisions based on product quality, effectiveness, and brand image, rather than just price.

 

 

So, Who is a Target Audience?

 

A target audience, on the other hand, is the group of people you want to communicate your brand’s message to. These people might not be ready to buy from you right now, but they’re the ones you want to reach through your marketing efforts. In other words, your target audience is the core group of people you're trying to influence with your brand's advertising, content, and campaigns.

 

To continue with the same example, while your high-end cosmetics brand is targeting customers who are ready to purchase, your target audience might include younger consumers (say, 18 to 25 years old) who may not yet have the means to buy premium skincare products. However, this group is still important, as they might be influenced by your marketing and could become loyal customers in the future.

 

 

Why Does the Difference Matter?

 

Understanding the difference between target customers and target audiences helps brands make more effective strategic decisions in their marketing.

 

1. Brand Positioning and Message Delivery:

When a brand identifies its target audience, it can craft more targeted advertising and marketing strategies to maximize its impact. For instance, Nike’s marketing is all about inspiring people to "Just Do It." While its target customers are active athletes or sports enthusiasts between the ages of 18 to 40, Nike’s target audience is broader. They want to reach anyone, regardless of age, gender, or location, who has an interest in sports or fitness.

 

Nike’s campaigns don’t just focus on selling shoes or sports gear; they promote an ethos—a message about pushing your limits, striving for excellence, and staying active. In doing so, they connect with young people who may not be buying their products today, but will likely remember the brand and become customers down the line.

 

2. Building Customer Loyalty:

One of the ultimate goals for a brand is to turn target customers into loyal supporters. When your brand message resonates with your target audience, they will start to take an interest in your products. Over time, as these potential customers experience your products and services, they may become repeat buyers.

 

Once these customers see that your product works as advertised, they’ll likely spread the word to others, which creates a snowball effect. Word-of-mouth marketing is one of the most powerful tools a brand can have to build a loyal customer base.

 

 

Nike

 

Let’s take a closer look at a real-world example of how Nike applies the distinction between target audience and target customer. Nike is a global leader in sportswear and footwear, and they masterfully differentiate between the two groups. Their target customers are typically people between 18 and 40 years old who are active in sports or fitness and have the income to afford premium products. But their target audience goes beyond this group—it includes anyone who has an interest in sports, fitness, or an active lifestyle, regardless of whether they can currently afford Nike products.

 

Nike’s marketing is built around the idea of motivation and self-improvement. Their iconic slogan, "Just Do It," resonates with both athletes and those who aspire to be more active. Their advertising often features famous athletes like Cristiano Ronaldo or Serena Williams, whose success is symbolic of what Nike stands for—perseverance, ambition, and breaking barriers. These ads inspire not just potential customers, but a much wider audience who might not be able to afford Nike products right now but are nonetheless influenced by the brand's message.

 

 

How Does the Difference Impact Brand Strategy?

 

1. Advertising and Content Creation:

Brands make different decisions about where to advertise based on the characteristics of their target audience. If a brand’s target audience skews younger, they might choose platforms like TikTok or Instagram, where younger people are more active, and use language and visuals that are fun, engaging, and shareable. Ads are often tailored to speak to the emotions or aspirations of the audience—whether it's motivating someone to get out there and try something new or showcasing how the product fits into an active lifestyle.

 

2. Product Design and Pricing Strategy:

Understanding your target customers helps brands design products and set prices that cater to their needs and preferences. For example, a high-end fashion brand would focus on quality, design, and exclusivity in its products while setting higher price points. On the other hand, a more mass-market brand might prioritize affordability and value for money in its offerings.

 

 

In Conclusion

 

The key takeaway here is understanding the difference between target customers and target audiences. Target customers are the people who are most likely to buy your products, while target audiences are the people you're trying to influence through your marketing and messaging. Though these two groups are different, they are complementary. A strong brand strategy involves reaching the target audience first, engaging them with the right message, and gradually converting them into loyal customers. In the end, understanding this distinction is what helps your brand resonate and succeed in a crowded marketplace.

 

 

References:

1. Kotler, Philip, & Keller, Kevin Lane. Marketing Management (15th Edition), Pearson Education, 2016, p. 183-185.

2. Aaker, David A. Building Strong Brands, Free Press, 1996, p. 52-57.

3. Keller, Kevin Lane. Strategic Brand Management, Pearson Education, 2013, p. 204-210.

 

 

 

 

為兩個群體設計的藝術：為什麼你的目標受眾與目標顧客不一樣

 

品牌經營就像是開餐廳。你可以做出一桌極具創意的美食，但如果沒有顧客進來吃，這一切的努力也只是白費。當我們談到「目標顧客」與「目標受眾」，這兩個概念就像是餐廳的菜單設計與座位安排，它們看似相似，但實際上有著截然不同的含義。了解它們的區別，對於品牌的成功至關重要。

 

 

什麼是目標顧客？

 

目標顧客（Target Customer）是品牌真正想要吸引和服務的人群。這些人可能會購買你的產品或服務，並且成為你的品牌忠實支持者。目標顧客不僅是某個年齡段或某種收入層次的人群，還是那些在某種程度上已經具備購買意圖的人。

 

舉個例子，如果你經營的是一家高端化妝品品牌，目標顧客就可能是年齡在25至45歲之間，收入較高且對護膚有需求的人群。這些顧客的購買決策往往是基於產品的品質、效果和品牌形象，而非單純的價格因素。

 

 

那麼，目標受眾是誰呢？

 

目標受眾（Target Audience）則是指那些你希望通過品牌傳達信息的人群。這些人未必會馬上成為顧客，但他們是你品牌傳播的核心受眾。換句話說，目標受眾是品牌傳播、營銷活動和廣告的對象。

 

延續剛才的例子，如果你的高端化妝品品牌進行市場宣傳，目標受眾可能會包含年齡較輕的消費者（比如18到25歲），這些人群可能還沒有購買高端化妝品的能力，但他們卻是品牌未來潛在的顧客，並且可能會受到品牌宣傳的影響，未來成為你的忠實顧客。

 

 

為什麼兩者那麼重要？

 

理解「目標顧客」與「目標受眾」的區別，可以讓品牌在營銷過程中做出更精準的策略選擇。

 

1. 品牌定位與信息傳遞：

當品牌確定了目標受眾後，它就可以有針對性地制定廣告、社交媒體推廣等策略，以最大化其影響力。例如，Nike 在面向目標受眾時，並不僅僅專注於賣鞋或運動服，而是傳遞一種「突破自我，勇於挑戰」的品牌精神。這樣的宣傳策略吸引的，是那些熱衷運動、追求自我實現的年輕人。這些年輕人未必能立即購買Nike的產品，但他們會通過社交媒體上的資訊或廣告，對品牌形成認同，並在未來成為真正的顧客。

 

2. 增強顧客忠誠度：

品牌經營的終極目標之一是將目標顧客轉化為忠實顧客。如果你的品牌形象成功吸引了目標受眾，他們會逐漸對品牌產生興趣並成為顧客。而當這些顧客在購買過程中體驗到良好的服務，或產品質量超出預期時，他們會進一步加深對品牌的忠誠度。這樣，品牌的口碑會迅速擴展，吸引更多的顧客。

 

 

Nike

 

我們再來看一個更加具體的案例，Nike作為全球領先的運動品牌，便是目標受眾與目標顧客區別的最佳示範。Nike的目標顧客群體大多集中在18至40歲之間，這些人群具有一定的購買力，並且對運動有高度的熱情。但Nike的目標受眾卻不僅限於此，任何年齡層、性別、地理位置的運動愛好者，甚至對運動有些許興趣的人群，都是它的潛在目標受眾。

 

Nike的營銷策略以「Just Do It」為核心，這是一個能夠激勵所有運動愛好者的精神口號。無論你是正在為奧運會做準備的運動員，還是每周參加兩次健身的普通人，Nike都能通過不同的廣告與媒體內容，向你傳遞這個訊息。Nike的廣告中常常出現明星運動員的身影，比如C羅或Serena Williams，他們的身影不僅是品牌的代表，更是一個象徵，代表著運動員對運動的熱情與追求。這樣的宣傳策略有效地將品牌形象建立在所有運動愛好者心中，無論他們是否會馬上購買Nike的產品，Nike的品牌理念已經成功深入人心。

 

 

目標顧客與目標觀眾的區別如何影響品牌策略？

 

1. 廣告與內容創作：
品牌在投放廣告時，會根據目標受眾的特徵來選擇平台和語言。比如，若品牌的目標受眾主要集中在年輕人群體，那麼它可能會選擇在TikTok、Instagram這樣的社交平台上進行推廣，並且使用幽默、簡單的語言和視覺元素來吸引目標受眾的注意。而在廣告內容中，則會用引人入勝的故事或明星代言人來激發目標受眾的情感共鳴。

 

2. 產品設計與定價策略：
對於品牌而言，了解目標顧客的需求與偏好，能夠幫助品牌進行更好的產品設計與定價策略。比如，一家針對高端市場的時尚品牌，在設計新款時，會更加注重品質、設計和獨特性，並且設定較高的價格。而對於那些針對大眾市場的品牌，可能會選擇以實惠價格為主，提供性價比高的產品。

 

 

總結

 

了解「目標顧客」與「目標受眾」的區別，對於品牌的營銷策略至關重要。目標顧客是那些真正可能成為你品牌支持者的人群，而目標受眾則是你通過各種媒體與廣告影響的對象。這兩者雖然不同，但卻是相輔相成的。品牌需要從目標受眾開始，通過傳遞正確的信息與價值觀，逐步吸引他們成為忠實的顧客。成功的品牌經營，往往是建立在這樣精確區分與有序操作之上的。

 

 

參考文獻：

1. Kotler, Philip, & Keller, Kevin Lane. Marketing Management (15th Edition), Pearson Education, 2016, p. 183-185.

2. Aaker, David A. Building Strong Brands, Free Press, 1996, p. 52-57.

3. Keller, Kevin Lane. Strategic Brand Management, Pearson Education, 2013, p. 204-210.