Target Buyer Definition

Target Buyer Definition: Precision to Drive Higher Response

How well do you know your audience?

Do you know them well enough to minimize cost while generating response in all your communications?

Situation:

A financial services firm was attempting to define their target audience more clearly to improve ROI on their marketing communications. Specifically, they needed a target buyer definition for both business-to-business (B2B) and business-to-consumer (B2C) audiences.

Action:

NovaLex employed a proprietary database tool to determine not only the size of the target audience but also the:

  • Demographic and lifestyle information
  • Psychographic information (motivating attitudes using some 7,000 attitudinal measures)
  • Exact media consumption.

Further, this target market research was accomplished on a segmented basis so different messaging could be deployed by segment, addressing each group’s motivation with an actionable goal of driving higher response and impact.

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