TAR Comes First: Why You Should Always Conduct Target Audience Research Before Launching a Marketing Campaign

The challenge: from zero to complete product positioning

How we did it

1) Goal-setting

  • define product positioning;
  • find out what can make a target user subscribe to the service.

2) Screening

3) In-depth interviews

Results

  • four detailed TA portraits;
  • a clear and relevant positioning strategy in line with the TA’s true needs;
  • unique selling propositions for each of the four TA segments;
  • a complete marketing strategy with a breakdown by promotional channel.

Insights and conclusions

  1. TA’s real needs: what users want to achieve;
  2. Direct & indirect competition: which tools the TA currently uses to satisfy those needs;
  3. Product-market fit: how relevant the product is to those needs;
  4. Killer features: which functionality can make the TA buy the product;
  5. Pricing: how much the TA is prepared to pay for the product.
  • You don’t know what the TA’s triggers are
  • Irrelevant or unattractive sales propositions
  • Low conversion/subscription/etc
  • Wasted marketing budget

--

--

--

We’ve been providing marketing & PR services for FinTech, IT, and Blockchain products since 2011. https://bdc.consulting/

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Customer Experience (CX) in 2021

Vibe with Izzy — Avish Sood, Co-Founder — TheSponsorshipSpace.com

If You Want to Be a Billionaire In 10 years, Start Building Your Brand Yesterday

How to Make Content During the Apocalypse

The New Way Of Marketing

SaaS KPI: Signup to Subscriber Conversion Rate

What’s Good And What’s Not About Big Data And AI?

A Super Simple Beginner’s Guide to Email Marketing

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
BDC Consulting

BDC Consulting

We’ve been providing marketing & PR services for FinTech, IT, and Blockchain products since 2011. https://bdc.consulting/

More from Medium

The Heuristic Pandemic

Life Amidst Poverty

3 Things: January

Time to Rethink Over Prioritization & Under Remediation