Selecting a target market is one of the most important decisions a company will make. All other strategies are designed to reach and influence buyers in a target market. Therefore, if your target market is off, so are the rest of your strategies. Once you have clarity about who your best customers are it becomes much easier to find new customers who have similar needs.
I remember trying to sell a campaign idea that I believed in my bones was the right thing for a brand to do. We had put everything into the idea. It was bold. It was big. It would help restore a declining brand to its former leadership position. I was heartbroken when the highest level of management said NO.
Scott Belsky is a consultant and expert in creativity. He is the founder and CEO of Behance, a company that develops products and services for creative industries, and also the author of the best-selling book, Making Ideas Happen. In 2010, Fast Company included him in the list of “The 100 most creative people in business.” In the TV show Spotlight and in the blog below, he reveals his thoughts about how to best execute ideas.