How to Explain Secondary Audiences to Anyone

February 20, 2020

By Kayla Carmicheal

Amazon secondary audiences

When I was a child, I really wanted an Easy Bake Oven. Every time I saw a commercial for one, I was glued to the TV, marveling at the kids on the screen baking mini treats with their friends and parents. Seeing those ads, I knew they were made just for me.

In reality, though, the main — or primary — audience was my parents. I was the secondary audience.

As a child, I had no buying power, so I wasn’t going to be a good Easy Bake Oven consumer. I was the secondary audience for toy commercials. My parents, with the power to make purchase decisions, were ultimately the primary audience.

If you’re thinking: “But wait, aren’t primary audiences the customer to whom you’re marketing? If that’s the case, why wouldn’t toy commercials be for kids?” I hear you. And you’re right.

Secondary audiences are sometimes just as important to consider in your overall marketing strategy. If the toy manufacturers didn’t consider secondary audiences, for instance, I probably never would’ve gotten an Easy Bake Oven for my birthday.

Here, let’s explore why secondary audiences matter, as well as a few examples of secondary audiences.

Secondary audiences, explained.

Primary audiences and secondary audiences are both of major importance. If parents or caregivers aren’t convinced a toy seen in a commercial is a useful product, the toy isn’t going to be purchased.

The person with the buying power and influence to make purchase decisions will always make up the primary audience.

So, what makes up a secondary audience?

Think about secondary audiences in the context of a toy commercial: if a child begs for a new toy, the parent or caregiver may be convinced to eventually buy the toy — which is why convincing a secondary audience to be on board with your product or service can be just as important as convincing the primary audience.

Let’s go over another example of a secondary audience, next.

Examples of a Secondary Audience

The holiday season is a prime example to consider when thinking about marketing to secondary audiences.

How do you shop for loved ones when gift-giving? You usually ask them what they want and go from there, right?

In this scenario, the loved one is the secondary audience, and you are the primary one. This is because you are making a purchasing decision on behalf of the person influenced to own the product.

Holiday ads with copy similar to “Great as a gift!” or “Perfect for that special someone!” are most likely marketing towards a secondary audience rather than a primary one.

Amazon even took it one step further and used the holiday to segment secondary audiences:

Source

Amazon choosing to market to their secondary audiences in a segmented …read more

Source:: HubSpot Blog

      

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