Your Audience Isn't Who You Think It is

Whenever I'm approached with a marketing task, my first question is, "Who is your audience?" I either get two responses: a blank look or a quick answer along the lines of, "It's this demographic, in this geographical spot, and look at our surveys! They back up what we say! Also, Facebook posts and likes and Twitter and [insert other social media name here].

I'm not saying that any of this is wrong. However, the problem can be that you get comfortable with this audience, and work with blinders firmly attached to your face. That's never a good thing. (Blinders are very uncomfortable and only work on racehorses, some of craziest animals I've ever been around.)

Here's an excellent example of my own narrow mindedness. I have a 12 year old son, loves sports, won a fantasy football league at 10, lives to play baseball, etc. So I asked him, "What's your favorite clothing brand?"

Immediate answer: "Under Armour."

("Of course," I think. "We live in Baltimore, you see the UA logo every single day. We hear 'Protect this House' at Raven's games."

Next question: "Why?" Again, I'm thinking 'Gotta be the guys who wear it. Steph Curry, Ray Lewis, The Rock. The list goes on."

Wrong again.

My son's answer, "Because the clothes feel good on me. They're comfortable. And you can do anything in them: play sports, hang out, relax."

The conversation continued, and not once did he mention an athlete.

So was my assumption wrong? Kind of. First, the sample size is way too small and related to me, plus my child is on the ball. But it does prove my point: assuming an audience based on your knowledge and experience cuts both ways.

Marketing successfully is a moving target, and having as many arrows in your quiver can lead to more success. Never stop researching your audience, ask questions you normally wouldn't, and use traditional methods of measurement to get a base. But never, ever assume anything.

Especially with a 12 year old boy.