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Target Market

How to choose your customers

September 26, 2017  |   Marketing tips,Target Market  

How to choose your customers

It can be difficult to narrow down your target market, perhaps because you’re worried that you might miss an opportunity. The problem is, you simply can’t be all things to all people. And when you’re promoting your product, it has to talk to somebody. Somebody has to look at it and think ‘that’s just what I need’ or ‘that looks interesting, I’d like to know more’.

Facebook done military style – with a twist!

Facebook done military style – with a twist!

I’m always a bit dubious about facebook for business, as it’s a bit of a hit and miss environment. Most people are on facebook for a bit of light entertainment, and don’t really want to see work-related stuff. 

But where facebook comes into its own is when it involves a group or community, so it’s perfect for a business that relies on a group of people interacting. 

One in particular stands out for me as actively engaging everybody, being genuinely informative and most of all fun. 

It’s for a military fitness club and it manages to do all of the following: 

  • Provide information 
  • Provide entertainment 
  • Impart a sense of fun and belonging 
  • Encourage members to turn up to the classes and participate 

The pitfalls of writing a sales letter

The pitfalls of writing a sales letter

It’s no easy task, putting together a letter to a prospect. You don’t know their personality or their current situation so you are making a lot of assumptions. But if you make assumptions about people and get it wrong, it can backfire. 

There are always several schools of thought on the ‘right’ approach, but in my view you should imagine yourself receiving that email and how you would respond to it.  

This was forwarded to me recently  

“Joe Bloggs our CEO asked me to introduce myself should you require any assistance with *our service* in the future. I have also signed you up for our alert service to assist with any needs you have in the future. You will not receive any junk mail or sales calls on the back of this, it is just a service offering which Joe thought you might find useful. Please do let me know if there is anything I can help with in the future.  

Have a great week,  

Fred Smith, Head of Sales” 

… which prompted the response below  

What’s the magic ingredient for this successful café?

What’s the magic ingredient for this successful café?

Whilst travelling to the Cotswolds on business recently, I drove past a café on the side of the road – it was set off the road, perpendicular to it but it had a large ‘headerboard’ sign in nice grey and lilac colours with an attractive typeface. There were chairs and tables outside, and potted plants around a nicely tended patio. It looked like somewhere worth going back to. So I did! When I got inside, I found reserved signs on most of the tables – unusual for a café, but a good sign that it was a popular spot. The WiFi code was clearly displayed on the blackboard along with the specials. A waitress found me a table with a plug so I could charge my phone and laptop, and I spent a happy couple of hours watching the comings and goings, fuelled by their delicious cake and coffee. 

Every company needs a boiler plate. But do you know what it is?

Every company needs a boiler plate. But do you know what it is?

It’s essentially the written equivalent of your ‘elevator pitch’ – the one minute summary of your business that helps people understand what you do.

It lives on your website and the bottom of your press releases to provide an ‘at a glance’ explanation of what you do, who you do it for and how you do it.

Although it may seem obvious to you, anyone arriving at your website can easily see whether the service you provide is relevant to them or not.

For instance, imagine you run a website selling chocolate. It’s pretty obvious right?

A smart start

A smart start

Breakfast cereals go in and out of fashion don’t they? There are the old favourites like cornflakes and Weetabix, and I distinctly remember muesli becoming very fashionable for a while. Then it kind of turned into granola (basically toasted muesli).

But what about all the other variations on wheat, oats, corn, rice, honey, sugar, chocolate, dried fruit. At the end of the day, breakfast cereals are essentially created out of the same basic ingredients. But it’s the packaging and the way that they are presented that dictates who they appeal to.

Each target market wants something different – so don’t try and please everyone

February 27, 2017  |   Advertising,Marketing tips,Target Market  

Each target market wants something different – so don’t try and please everyone

Searching for a hotel for a short break with my teenage daughter I realised that my needs as a mother and daughter are entirely different to my previous experiences as a family, a couple a group of girlfriends or a business traveller.

I skipped straight past all the ‘grand’, ‘luxurious’ ‘impressive’ as I didn’t want somewhere we would feel overwhelmed or out of place in. Dark, lavish interiors were out. So were large, sprawling restaurants and conference facilities. Simple, modern décor with a bright and airy feel to appeal to teenage tastes were key. We wanted slightly different things – I wanted things to look at and see, daughter wanted to ‘chill’. We both wanted sunshine, and prefer a pool to the beach, so a city location with a rooftop pool was ideal. A chic café would be nice. Somewhere we can both hang out and feel at home.

If it was a romantic break, or even a grown up girls weekend, we may want somewhere more opulent but not this time.

I eventually found it – simple, stylish, and in a good location for a young, hip visitor … my daughter obviously! The website highlighted (with fabulous enticing images) how near it was to the key features of the city that would appeal. The funky architecture, trendy cafes, cool beach area with the appropriate use of language and imagery helped me make my decision.

Why good marketing isn’t enough

November 18, 2016  |   Marketing tips,Target Market  

Why good marketing isn’t enough

Marketing isn’t just about making something look good and promoting it. It’s about ‘satisfying customer needs profitably’. If your hard won customer feels let down by your product or service, you’re risking your reputation and the opportunity to win more customers.

These true stories (with false names!) illustrate how two businesses have taken a different approach, and the resulting outcome.

How do marketing segments work?

How do marketing segments work?

If you have a product or service that is aimed at a wide range of people, it’s important to break it down because, as everybody knows, you can’t please all of the people all of the time.

The best way to do that from a marketing perspective is to create segments. For example, if you think your product is aimed at the general public, there are many segments within that. Old people, middle aged people, first time buyers, married people, single people, ethnic minorities, students, billionaires, teenagers etc. etc. Once you start to think about it, and think about who will actually buy your product, you can start to narrow it down to a manageable level.

A good example of this is a new IKEA that opened in our area recently amongst much excitement. I went with my daughter one evening and we decided to eat there.

Inject some energy for greater success!

September 20, 2016  |   Advertising,Branding and Personality,Target Market  

Inject some energy for greater success!

Have you ever seen those people that stand at the side of the road holding a large advertising sign? (For some reason it is often for a golf sale.)

There have been a couple of guys standing by a local roundabout for a few weeks, advertising pizzas. Pizza delivery companies have a pretty diverse target audience, so standing by the road with a big sign near a town is not a bad strategy but it’s pretty hit and miss. At first I didn’t take much notice, apart from being aware that they were there. But after a few days they started wearing fancy dress – one was dressed as superman which made me smile as I drove by.

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