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We’ve discussed the importance of defining your target market, but how far have you gone in that definition? Defining gender, age, and income level is a basic start, but to really understand your target, you’ve got to go through a day in their life to know how to communicate effectively to them.
Start by identifying your top ten customers. Bring them in and survey them. Find commonalities they share. How did they learn about you? How do they prefer to learn about promotions? Find out what publications they read, what they listen to, what they watch on TV, what they surf online, if they read email, and even what routes they travel through town throughout the day. These are all questions that will help you learn the best way to communicate marketing messages to this group.
Then dig deeper by asking them what a particular day looks like for them. Go through their entire day from the moment they get up until their head hits the pillow. Ask what gets them out of bed each morning; what motivates them. Ask what challenges they face and how they overcome them. These questions will provide insight into how you can provide solutions and add value to their lives.
Once you’ve found the commonalities, you’ll have a road map of how to best serve your clients and prospects. Create a fictitious character of the ideal customer and assign characteristics. Train your staff about “Busy Betty” and how to best serve her.
Defining your target market down to the finest details will help you stand out from your competition. If you would like professional guidance through this process, call Re:think Marketing today to get started!