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Target Audiences for American Legion

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Define the primary and secondary target audiences for your campaign. These audiences will become both the direct customer you will attempt to reach as well as those who can influence those customers. It is fine to have one primary and one secondary target audience, but they should be well defined. Think about the messages and assets you will need to create for your campaign. You may, for example, feel that it's fine to create a target audience that includes women between the ages of 25 and 40. But think about that age range. Would a young professional woman have the same needs and desires as a 40 year old woman, even if they were both single and living in the same city? This is why audiences for IMC campaigns are typically very narrowly defined. Don't be afraid to be very specific, and remember you need to identify these three primary areas:

Demographics
Psychographics
Behavior

Your personas can help with this task, you must first spend the time to define your target markets well. Don't just copy the examples given. Provide a strong narrative for your persona. Tell us the story of their life. What motivates them? What keeps them up at night? Use some creativity along with the research you've done to delve into the mind and heart of your target audience.

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The primary and secondary target audiences for American Legion are discussed in a structured manner in this response. The related reference is also provided.

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Target Audience for American Legion
The brand chosen is American Legion. The primary target market for my campaign is the age group between 25 and 40 who are eligible veterans or currently serving the US military. The secondary target market for my campaign is the age group between 41 and 56. The American Legion targets the age group between 25 and 40 and develops a marketing mix for the target market. We have selected the targeting of members for the American Legion which is focused on the age group between 25 and 40.

Demographics
The age of people targeted by the American Legion is the age group between 25 and 40. Veterans with 30% of those in the age group between 25 and 40 have a bachelor's degree. Four percent of the age group between 25 and 40 are veterans and these form the primary target audience of the American Legion. (DeCoster, V. A2018). The American Legion constitutes 1.8 million veterans according to 2021 figures. The average income of the age group between 25 and 40 is E-7 Monthly $1,997.29, and O-5 Monthly: $3,848.70. Also, the age group between 25 and 40, is the largest group of veterans in the Gulf War cohort. Also, over the next ten years, the target audience veterans are likely to move to the states of Texas, Florida, and California. According to 2019 figures, 82 percent of the US Army belongs to the age group between 25 and 40. This means that 82 percent of the Army personnel are eligible to join the American Legion and form the target audience. https://www.legion.org/membership/videos

Psychographics:
The psychographics of the age group between 25 and 40 is that these military personnel are ambitious, confident, and achievement-oriented. This is established by the fact that a large number of persons in the target audience age group retire when they complete 20 years of military service (Ortiz, S. R. 2012). This is because after completing 20 years they become eligible for pension, benefits, and other recognition related to service in the military. Military personnel in the age group between 25 and 40 retire from the military and seek new challenges at work, have high expectations from jobs after service, and do not hesitate in questioning authority. Military personnel of the age group between 25 and 40 is interested in music, playing an instrument, and gaming. Moreover, they are interested in sports, painting, reading, and fitness. They are also active in ...

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Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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