A target audience is a bit of a misnomer. There’s never really just one audience. You have to take numerous distinctions and preferences into account within every group.
America’s diversity is growing at a fast pace. That means understanding the subtleties of the cultural mix – at the local market level – is even more important. If you look at Hispanic penetration for example, it’s increasing at different rates within regions, markets and cities. And there are marked differences in acculturation levels – whether its language dominance, length of time in the United States, or affinity toward their own culture and traditions. So when you’re developing marketing, creative and messaging strategies, it’s critical to incorporate these insights into your efforts.
An Atlanta advertising agency landed a large Honda dealer. In their original analysis of the market, they found that 14% of Atlanta adults who plan to purchase a car in the next year were Hispanic. So before they developed and launched any communications, the first step was gaining a full understanding of this audience. That way, they’d know if they needed to incorporate Spanish language messaging, creative and media within their campaign.
The agency was able to develop a highly targeted campaign to reach the Spanish-Dominant Hispanics, but also utilized subtle Hispanic themes in the creative to reach English-speakers. With messaging that resonated with both groups, the Honda dealer increased their share of Hispanic car purchasers and quickly saw growth in sales and revenue.