{"id":11370,"date":"2026-06-24T20:02:36","date_gmt":"2026-06-25T03:02:36","guid":{"rendered":"https:\/\/sparktoro.com\/blog\/?p=11370"},"modified":"2026-06-24T20:06:19","modified_gmt":"2026-06-25T03:06:19","slug":"when-your-audience-isnt-who-you-think-they-are","status":"publish","type":"post","link":"https:\/\/sparktoro.com\/blog\/when-your-audience-isnt-who-you-think-they-are\/","title":{"rendered":"When Your Audience Isn’t Who You Think They Are"},"content":{"rendered":"\n

Picture the customer for commercial backup power, and you probably see an electrician on a ladder, hard hat and all. And if you were to describe that audience in three numbers, it would be this: 67-93K reachable people<\/strong>, an estimated $4.2-$5.8B<\/strong> in annual work, and +1.3% year-over-year<\/strong>. It’s a real, sizable, stable niche. But when we ran a SparkToro report on electrical contractors involved in commercial backup power in the U.S., the most striking finding wasn’t how big<\/em> the audience is \u2014 it was who they actually are<\/em>. The person you’re marketing to is almost never the one in that mental picture.<\/p>\n\n\n\n

For this week’s audience research brief<\/a>, our friend Steve asked us how we’d market to an audience of electrical contractors. So I dug into the data, and even though I don’t have experience marketing to electricians, a few findings surprised me. The biggest one flips how you’d picture this buyer, and the second rewrites your media plan. Hold onto your hard hats, buddies…<\/p>\n\n\n\n

First, the market size<\/h2>\n\n\n\n

SparkToro now puts an estimated Total Addressable Market<\/a> at the top of every report, so let’s start there.<\/p>\n\n\n\n