The Importance of Choosing the Right Target Market

As the retail director of a New Jersey running company with four locations, Jennifer Heiner-Pisano works closely with the company’s founders to handle business development, inventory control, and hiring. The most recent task that Jennifer Heiner-Pisano tackled at this running company was to hone in on and develop a new marketing plan for the COVID world we are all living in right now.

Who comprises our target market? This is one of the most important things a company can ask itself. Our company was started as a running coaching and race directing company. The apparel line was launched so that we could be a one stop shop for those who trained with us and raced with us. The very name of our company speaks to the avid runner, not the casual gym goer. After having been here for 18 months, and learning the true passion behind the brand and the reason it was created, it seems that this company was born out of the love of the sport — the sport of running — so that people of all ages and abilities could better themselves and push their limits and be involved in the running community, regardless of their skill level or athletic talents.

Without a direct focus on a specific target marketing, there can be mixed messages, and the company will fail to successfully speak to any audience or capture a significant share of the target market. The runners won’t come shop if the company does not cater to their specific needs, and the gym crowd will be hesitant to come here since not only does our name implies running and racing, but they will be further driven away if we are selling more technical items that are not designed with them in mind. While there certainly is some crossover between groups, and members of both demographic groups will shop with us, the company’s target message and target audience must be clear.