Most marketers start by defining their “ideal customer,” then aim every ad at that person. But sometimes, the real buyers are totally different. This video nails that idea: your target audience might not be the end user—it might be the person paying for, recommending, or gifting the product.
Why it works
It widens your market without changing your product.
It focuses on the buyer’s motivation, not your assumptions.
It helps uncover hidden decision-makers.
It multiplies potential ad angles and messaging ideas.
Real-world examples
Kids’ cereal ads target parents who buy groceries.
Razor brands like Gillette market gift boxes for women buying for men.
Fitness apps advertise to corporate HR departments, not just individual users.
Toothpaste brands sell whitening power to image-conscious adults, not dentists.
