January 13, 2026 • John DiBacco, CEO
Defining a Target Audience
In marketing, there’s an ongoing debate: reach vs targeting.
Do you cast a wide net and try to reach as many people as possible, or do you choose the right bait to attract the right customers?
Like most things in marketing, there’s a time and place for both.
Broad-reach campaigns like EDDM mailings are great for grand openings, rebrands, new menu items, or product launches. The goal is awareness.
Once your business is established, the focus of your marketing shifts from reaching everyone to reaching the right people.
Targeted marketing works because it prioritizes relevance, timing, and intent. You market to people who are most likely to take action.
Two of the most effective examples are new mover campaigns and birthday targeting.
New movers are establishing new habits. They are actively choosing new restaurants, service providers, and other “go-to” local businesses. A timely message introduces your brand while decisions are being made. Birthday campaigns tap into other motivations. People are more likely to celebrate, treat themselves, and redeem special offers around their birthday.
To build an effective targeted campaign, ask a few simple questions:
Who is your customer?
New homeowner? Consider household size, presence of children, and income range to ensure the message fits their lifestyle.
What is their motivating factor?
Convenience, savings, and feeling valued?
Where will they see your message?
At home, at work? On their phone, social media?
When will they receive your ad?
Timing is everything.
Why will your message connect with them?
New to the area? Celebrating a birthday?
When marketing is built around trigger moments, it becomes more relevant, measurable, and effective.
Targeted campaigns not only reach customers; they connect with them when they are ready to buy.
Need help creating your next targeted campaign?
Contact Moving Targets today!
