The Power of Clarity: Why Targeting Decisions Make or Break Your Marketing
In marketing, clarity is everything. Think of it as the difference between trying to paint a masterpiece with a fine brush versus slinging paint everywhere and hoping it lands on the canvas in the right spots. When it comes to small and mid-sized companies, the reality is this: many struggle to truly define who they’re aiming to reach and, just as importantly, who they’re not. The result? Marketing that feels a bit like wandering in the dark, hoping to bump into success by accident.
We’re caught between extremes. On one side, there’s the traditional "Segment, Target, Position" approach—the idea that you can zoom in on specific groups with tailored messages so on-point it’s like whispering in someone’s ear. At the other end, we have mass marketing: the “spray and pray” approach, where broad messages are blasted out to as many people as possible. And then, somewhere in between, lies a blend of the two extremes, sophisticated mass marketing, which offers a more measured approach. It’s not targeting everyone equally, but it isn’t carving the audience down to microscopic levels either. It’s about casting a net wide enough to catch a crowd but weaving in lures that appeal to specific fish.
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The Great Targeting Debate
Let’s dive into the STP side of things for a moment. Marketers who swear by it are segmentation purists. They believe that to win in today’s crowded market, you need to identify those niches, craft hyper-relevant messaging, and position yourself as the answer to their prayers. It sounds right, doesn’t it? Like it just makes sense. But as Byron Sharp points out in How Brands Grow, if you want real growth, you have to reach as many potential buyers as possible. That’s the power of a blended approach—it balances broad reach with nuanced messaging that acknowledges different buying patterns without excluding anyone. Think of it as a buffet that everyone knows about where each person finds something to enjoy, rather than a single dish that caters only to a few.
Now, if you’re a small or mid-market firm, you might be shaking your head, “We’re not Coca-Cola. We can’t afford to reach everyone.” Fair point. But here’s the secret: you don’t need a billion-dollar budget to apply the principles of two-speed marketing. It’s about starting with solid segmentation and making sure you’re throwing that net with intent. Cast it wide enough, but have a strategy for the big fish and the small fry. Be clear on who you’re trying to catch, or you might just end up with a whole lot of water and not much else. And for the record, no brand can afford to reach everyone. The marketers working at and for Coca-Cola would happily accept a larger budget. Everyone has tough choices to make, our goal to choose wisely.
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Why Targeting Clarity Makes All the Difference
At IMM, we run a two-speed approach. One part is focused on brand building for the long haul, while the other is all about driving immediate sales. It’s like driving a car where you’ve got one foot on the gas to keep the momentum going and the other on the brake for sharp, tactical turns. And here’s the thing: if you’re not crystal clear on who you’re trying to reach and why you’re reaching them, that car’s just going to end up spinning in circles.
Les Binet and Peter Field, in their classic work The Long and the Short of It, argue that top-performing companies strike a balance—roughly 60% of their budget on long-term brand building and 40% on sales activation. But here’s the kicker: even with that “optimal” balance, you’re not getting anywhere unless your targeting is spot-on. The right message won’t do much good if it’s being shown to the wrong people. Targeting isn’t some afterthought tacked onto the end of your media plan. It’s the steering wheel that keeps you on course. Without it, you’re not just wasting money; you’re wasting your potential.
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The High Cost of Fuzzy Targeting
When you’re unclear about your target, you’re throwing your efforts into the wind and hoping for the best. The consequences aren’t just financial—though that can hurt plenty—they’re strategic. Mark Ritson, a vocal advocate for two-speed marketing informed by strategic segmentation, insists that “targeting is an act of exclusion.” And he’s right. It’s about having the courage to say, “This is for them, not for you.” Trying to be everything to everyone is like trying to hit every dartboard in a crowded pub. You might land a few good throws here and there, but you’re just as likely to miss the one that counts. And in marketing, it’s not just about how many hits you get—it’s about hitting the bullseye.
Moreover, unclear targeting doesn’t just make you look confused; it confuses your audience too. If your message is too broad, it ends up diluted, like a watered-down drink. You risk sounding generic, and nobody’s making buying decisions based on bland. Clear targeting, on the other hand, gives your brand a distinct voice and point of view. It’s the difference between saying “We’re for everyone” and “We’re for you.”
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The Upside of Laser Focus
Get your targeting right, and it’s like finding the right rhythm in a song—you know it when you feel it. Your marketing starts to flow in a way that feels effortless, yet intentional. Here’s what happens when your aim is true:
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Targeting as the North Star
At the end of the day, targeting isn’t a box to check. It’s the North Star that guides your entire strategy. It’s deciding who you’re for and sticking to it—even when it’s tempting to try to be everything for everyone. Byron Sharp says, “Growth comes from acquiring new customers, not just loyalty.” But to acquire those customers, you have to know who you’re trying to attract. Without that clarity, you’re running hard but you’re blindfolded.
At IMM, our structured-yet-fluid approach means knowing who we’re targeting and remaining open to discovering unexpected opportunities within that framework. It’s about combining intention with a bit of serendipity—building the brand while driving sales without sacrificing the uniqueness of either.
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Final Thoughts: Clarity Over Cleverness
It’s easy to get distracted by the newest tactics or clever tricks in marketing. But the truth is, none of that matters if your targeting is off. It’s like trying to polish a car that doesn’t have an engine. Sure, it looks good, but it’s not going anywhere.
So, here’s the challenge for all the marketers out there: take a moment to rethink your targeting strategy. Ask yourself if you’re genuinely clear on who you want to reach and why. Because if you’re not, you may just be throwing darts in the dark.
I’d love to hear your thoughts. How do you maintain targeting clarity in your campaigns? Do you lean towards mass marketing or swear by STP? Or, like us at IMM, do you find yourself somewhere in that sweet middle spot? Let’s chat in the comments or connect directly. We’re all navigating this marketing maze together.