Effective marketing requires a very good understanding of your target customer.
Having a clear target market helps you to allocate your finite resources to those that will reach the kinds of customers you want (likely those that bring in the best return on investment.) This checklist will help you to define who your target market is. This allows you and your team to tailor every aspect of your marketing and business to these people. The clearer picture you have in your mind, the easier it will be.
To begin, write the name of your target market, e.g. “Lower Hutt businesses of 5+ employees.” Then ask yourself these 13 questions to help you describe your customers and their behaviour. Jot down your thoughts as you go.
- What sort of environment/situation do they use your product in?
- How often do they buy?
- Who ultimately decides whether to buy or not?
- When do they make purchase decisions?
- Who helps them or influences them when they make a buying decision?
- What do they like and dislike?
- What quantities do they buy in?
- What do they value in life?
- What are they thinking/doing just prior to buying your product?
- What do they do in their spare time?
- Where are they located?
- What motivates them to purchase?
Having a clear idea of your target market a vital part of selecting the most effective marketing programme.