Marketing Like a Sniper

Precision Targeting for Your Brand

Imagine this: you’re an elite sniper perched on a rooftop, your target in sight.

This isn’t just any target, this is your high-value individual, the one wreaking havoc on your KPIs. You’ve done the groundwork, scouted the territory, and now you’re ready to take the shot.

In Episode 7 of Marketing Made Clear covering Segmentation, Targeting and Positioning, I used an analogy comparing the Segmentation, Targeting, and Positioning (STP) process to how a sniper might plan for a “takedown”. Not that I’m an expert on snipers, but I aim to illustrate how the STP process is all about planning, precision, and making your move at the exact right moment. So here it is:

The Marketing Made Clear Podcast

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

Step 1: Segmentation – Scouting the Territory

You can’t just wander into the city and hope to stumble across your target. Snipers don’t work like that, and neither do marketers. The first step is all about segmentation: narrowing down the playing field so you can focus your efforts where they’ll be most effective.

Picture it like this: you’re scouring the urban jungle, separating the signal from the noise. You map out where different groups of people gather, their habits, and the hotspots. Maybe some streets are buzzing with families while others cater to coffee-sipping millennials on electric scooters.

As a marketer, this is where you sort your audience into meaningful groups, be it by demographics, psychographics, behaviours, or location. You don’t market to “everyone.” You find the neighbourhoods where your VIPs hang out and start to figure out their behaviours.

Step 2: Targeting – Knowing Your Mark

Now that you’ve zeroed in on a few prime locations, it’s time to get specific. This is targeting: you gather intelligence: who exactly is your ideal customer? What do they want, need, or dream about?

Back to our sniper analogy – let’s say you’ve figured out your target’s routine. Every Tuesday at 3 PM, they stroll down Maple Street for their macchiato at Deborah’s Coffee Shop. This is the level of detail you need in marketing. Whether it’s analysing website traffic patterns or running customer surveys, you’re uncovering those sweet spots of opportunity. You’re beginning to understand behaviours and routines or habits.

The better you understand your audience’s habits, the better you can predict when and where to deliver your message.

Step 3: Positioning – Finding Your Vantage Point

Now comes the make-or-break step: positioning: this is where strategy and preparation hones in on the result!

In sniper terms, positioning is about finding the perfect vantage point. You need a spot where you’ve got a clear shot at your target but stay hidden enough to be effective. If you’re too close, you could be spotted. If you’re too far away, you won’t be able to make the shot.

In marketing, positioning is about crafting your message and choosing where to place it. It’s the art of being in the right place, at the right time, with the perfect offer. Whether you’re placing digital ads, crafting a killer landing page, or fine-tuning your social media strategy, this is where you bring it all together. If you’re too obvious or pushy with your offer, customers may be put off. If you are to vague, your message might not get through to them.

Pulling the Trigger: Making the Perfect Shot

Just like a sniper, you don’t just fire and hope for the best. Every move is calculated. You’ve done the groundwork:

  • Segmentation gave you the map.
  • Targeting told you who to focus on.
  • Positioning ensured you’re in the optimal spot.

Now, you pull the trigger. Your campaign goes live, and if you’ve done your job right, it’s a bullseye.

Why Precision Matters

The sniper analogy isn’t just for dramatic effect (though, let’s admit, it’s pretty cool). It’s a reminder that marketing isn’t about taking random shots and hoping one hits (actually known as scattergun marketing). It’s about being strategic, efficient, and deliberate.

When you understand your audience’s behaviours, needs, and routines, you’re not just guessing, you’re setting yourself up to win. Whether it’s landing a high-value customer or dominating a market segment, it’s all about planning, precision, and execution.

So next time someone asks why Segmentation, Targeting, and Positioning matter, just tell them:
“It’s like being a sniper. You don’t just show up and start firing. You plan. You focus. And you hit your target every time.”

Now, take your shot. 🎯