sivukohderyhmä

A sivukohderyhmä, often translated as a "stakeholder group" or "secondary target group," refers to a segment of an audience or population that is not the primary focus of a particular initiative, product, or communication, but still holds relevance and potential interest. While the main effort is directed towards a primary target group, the sivukohderyhmä is acknowledged and sometimes considered in strategy development due to their influence, potential future engagement, or indirect impact.

Understanding and identifying sivukohderyhmät is crucial for comprehensive planning. For example, in a marketing campaign aimed at young adults (primary target group), parents might be considered a sivukohderyhmä. While parents are not the direct consumers, their influence on purchasing decisions, their potential to become future customers, or their role in supporting the primary target group makes them noteworthy. Similarly, in public health initiatives, the general population might be a sivukohderyhmä to a campaign specifically targeting a high-risk demographic.

Effective strategies often involve a nuanced approach to addressing both primary and sivukohderyhmät. This might involve tailoring certain messages or communication channels to reach the secondary group, or simply ensuring that their existence is not overlooked. Ignoring a sivukohderyhmä could lead to missed opportunities or unintended negative consequences. By acknowledging and understanding these secondary groups, organizations can achieve broader impact and more sustainable outcomes.