Why Your Target Audience Isn’t “Everyone in Prague” and Why That’s a Good Thing

Ever felt the urge to shout from Prague’s rooftops about your brand, hoping it’ll resonate with every soul within earshot? Hold that thought. What if I told you that casting a wide net isn’t just exhausting but could also be counterproductive? It’s not about shouting into the void; it’s about whispering into the right ears. So grab your favorite káva, and let’s look into why defining your target audience is your superpower.

Understanding the “Everyone is Not My Audience” Mantra

You love your project like a Czech loves their pivo—it’s your baby, your sweat and tears. But as we learned from New Coke’s spectacular flop, even universally adored classics can miss the mark.

If you think everyone is your target audience, you’re not only setting yourself up for disappointment but also spreading yourself too thin. 

Zooming In: Why Specificity Matters

Imagine you’re at a massive blešák in Prague, and a vendor shouts, “Hey, you with the face!” Not very attention-grabbing, right? But if they say, “Hey, lady in the red scarf who looks like she loves artisan jewelry!”, now we’re talking.

Being specific with your target audience is the same thing. You’re acknowledging their unique interests and tastes, making them think, “Hey, this is for me!”

The “But I’ll Miss Out on Customers” Myth

Have you ever been to a Czech restaurant that serves both traditional Czech food and sushi? I bet you might have felt just a tad bit suspicious about it.

The truth is that trying to appeal to everyone often means missing out on building the relationships that really matter. 

By narrowing down your focus, you create a stronger connection with a specific group of people who’ll not only buy from you but also become your brand ambassadors. 

Defining Your Audience: A Quick Start

• Demographics: Age, gender, occupation, etc. If you’re selling artisanal beard oils, targeting 18-year-old college girls might not be your best bet.
• Psychographics: Interests, hobbies, values. Marketing eco-friendly products? Your ideal customer likely recycles, composts, and passionately discusses climate change over a glass of local craft beer.

Curious how this works in the real world? Hear it straight from Gordon Stone, founder of Urben Pupen, a sustainable urban farming venture:

“Defining our target audience added a lot of value to the direction we are headed, especially with the language we use to address our audience. It brought up crucial business questions and helped us develop important ideas. Our work with Teny brought much food for thought, and it was very useful in making us focus on the selling points.”

— Gordon Stone, Founder, Urben Pupen

Gordon’s experience highlights how understanding your audience can be a game-changer for your business strategy.

Benefits of Nailing Down Your Target Audience

• Clearer Messaging: No more generic “buy our stuff” messages. Instead, “Hey eco-warriors, check out our planet-loving products!”
• Better Product or Service Development: Knowing your audience means understanding their needs and problems. And guess what? You can create products and offer services that solve those exact issues.
• Efficient Spending: Instead of throwing money everywhere and hoping it sticks, you can invest in marketing channels that your audience actually frequents.

Take Botas 66, a Czech school project turned iconic brand. The founders revived the decades-old Botas Classic model, leaning on a strong link to historical tradition, honest domestic production, and contemporary design. By focusing on a specific target—young, fashion-forward consumers—they won the Czech Grand Design award and gained a cult following. Proving the power of knowing your audience well and catering to their specific needs.

To Wrap Up…

So, before you claim that your target audience is “everyone in Prague” (or the world), take a step back. Your offer might not be for that 80-year-old grandma who’s into heavy metal (unless, of course, it is). But that’s okay. Find your crowd, nurture them, and watch your passion project soar.

Up next in the monthly #BrandBuilding series: How to make your market position as unique as Prague’s skyline. So hit subscribe and stay tuned!

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