A pond is a place where your Target Audience hangs out or congregates, whether physically or online, and can be defined by both something they do, something they consume, or a place they go. It is a place that we can reliably go to reach people with the attributes that make them the right fit for what you are offering. 

Ponds can be, but aren’t limited to:

  • Social media platforms
  • Online groups
  • Local radio stations
  • Local television stations
  • Specific media programing
  • Streaming services
  • Places of education
  • Fan Clubs
  • Social Clubs
  • Industry periodicals
  • Hobby circulations
  • Special interest blogs
  • Political events
  • Community events
  • National events
  • Etc.

Once you know where your Target audience is spending their time or attention, you can formulate a strategy for getting in front of them with the right message, either directly or indirectly. Wherever your future customer's eyeballs or ears are on a regular basis should be documented and used to your advantage.