Everyone says they hate advertising, but in reality, we only hate advertising that doesn’t apply to us. Instead, we want to hear about brands that we identify with.
For example, there’s a new Cabela’s in our town, and people were really excited when they saw or heard advertisements about Cabela’s grand opening. These people are Cabela’s target market; and they want to be “hit.”
The reason they want to be targeted is that Cabela’s has value to them. Because it’s not a place to get your items cheap; it’s an experience that they’ve specifically created for their market segment. It’s because they know their audience and what makes them excited.
Account planning develops an understanding of a market segment based on the brand and the ideal audience. He or she makes the target understandable. So instead of aiming with a dirty, cheap scope with lots of condensation obscuring the view of the target, you have a clear picture. Not only that, but you know the wind direction and speed, you know the caliber, and you know where, exactly, on the heart of the consumer he or she wants to be hit.