Promoting your product or service to the wrong person is both expensive and frustrating. Clarify who your ideal customer is so your marketing can be as productive as possible.
I have come across businesses that THINK they know who their customer is or worst yet, they want a customer that doesn’t want them. This causes their marketing to fall on deaf ears.
In order for you to pinpoint who should be your target market in a realistic manner you need to look at the following aspects.
Location - Where are they? Where do they live?
If the customer comes to you, then you got to reach really close to where you are. Unless you are a one of a kind business most consumers will just not travel far to visit your store.
If you go to the customer then you are also limited by how far you can go. Wether it’s miles or travel time.
Demographics - What do they look like?
This is more than just physical appearance….
Single men between 20-35 or married women with children ages 35-55...?
High income, middle income, blue collar workers, executives…?
Psychographics - How do they behave?
Do they get multiple quotes for your service before purchasing?
Are they do-it-yourself type of people?
Do they eat out on weekends or week nights, do they prefer delivery, do they eat alone, is someone else involved in the decision making…?
Are they looking for the cheapest price, best value, fastest service, custom work…?
When I work with an established business I notice that they have a pretty good picture of all of the above because of the customers they have served. On the other hand newer businesses are still forming this picture and sometimes they don’t have a clear answer or what is most dangerous, they have the picture of their target market wrong.
Wether a new business or an established one, something I notice is that I can offer an outsiders perspective because business owners are so involved in business that their perception might differ from reality.
So if you want to define, clarify or re-evaluate your target marketing it would be helpful to ask an “outsider” to help you clarify the above categories before you embark on a marketing effort. Wether its a consultant, an employee, a customer or a friend, getting an outside perspective can help greatly.
Luis Amato has been known to talk business owners ears off when it comes to marketing and advertising! After having helped more than 150 small businesses both in Atlanta and around the US, Luis has learned a thing or two. If you would like to learn more about direct mail and online marketing for your business he can be reached at 678-310-5367.