The selfish approach of a ‘target group’

I’m sure that you have a perfectly written description of your target group. Maybe even translated into personas. Now stop there for a while. Because there is a huge difference between a target group and an audience. When you start with binge marketing, you want to convey your story in text, video and sound. To do that you need readers, viewers and listeners. In short: you must have an audience. And an audience manages itself. Unlike a target group, an audience decides for itself it wants to be an audience. A target group is a rather selfish approach taken by the brand. The brand determines what its target group is, regardless of whether that target group agrees.

Translate your target group into a description of your audience

Now you don’t have to throw away all your data about your target groups. You’ll need it again for your distribution strategy and of course for research. But now you are working on your binge marketing strategy and that’s why you need to translate your target group into a description of your audience. What is it you, as a brand, can logically talk about and is of interest and relevance for your audience?

That is also the start of your audience’s journey and your storyline which is adapted from your plot summary. You can imagine that this is a quite crucial part of your strategy: This is where you match your story to your audience’s needs. You can extract that from the audience journey. It will give you insight on what content is relevant to your audience at what moment in their journey. These insights are the ingredients for your episodes. Match that to your plot summary and you can start your binge marketing experience.

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