Reaching Your Target Market
Not knowing who your target market is and what they want is like doing business blindfolded. You must determine who you will be marketing to or attempting to "connect with" before you decide what message you want to send.
Start by asking "Who is likely to buy my product or service?" You can determine—and locate—this target market by gathering information from personal observation, government studies, chambers of commerce, trade associations, trade periodicals, libraries and the media. Carefully look at your target market’s characteristics, including descriptors such as age, income, education, marital status, employment, buying habits, lifestyle characteristics and location. Avoid telling yourself that “anyone might buy my product or service.” Yes, anyone might do business with you, but you must define who is most likely to. The biggest marketing mistake is to try to be all things to all people.
Determining What Your Target Wants
Turning Motivators Into a Message
"Fly the Friendly Skies," "We Try Harder" and "Do It Your Way" are all well known tag lines.
Once you have matched the most meaningful benefits of your product or service to your target market, use this as a theme throughout your entire business. Make sure it is reflected in all elements of your marketing mix—from printed materials to how you answer the phone.