No matter how good your product or service is, it will go nowhere if you don’t have the right customers to market to and communicate with. But who are the right customers? Sometimes it can be challenging to figure this out, especially when trying to reach a broad audience that fits multiple profiles. We’ll take you through three main approaches to figuring out which customers to target with your new marketing campaign so that you can hit the ground running with your efforts.
Step 1: Brainstorm Customer Categories
To start, you’ll want to identify groups of people who might be interested in your product. To do this, you can use a tool like VALS (Values, Attitudes, and Lifestyles) which segments the population into eight categories. Survivors, Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, and Makers.
Step 2: Determine Relevant Product Features
A marketing mix is the combination of product features, pricing, channels, and promotion that you use to reach your target market. To determine which customers might be interested in your new product, start by looking at your marketing mix. Who is your target market? What needs does your product address? What are the unique selling points of your product? How will you price it? What channels will you use to reach your target market? And finally, what type of promotion will you use?
Step 3: Specify Contact Methods
You’ve already gathered a list of potential customers from your market research. Now, it’s time to specify how you’ll reach out to them. Do you plan on mailing flyers? Sending emails? Making phone calls? Keep in mind that some customers may be harder to reach than others. You may need to get creative to get their attention.
Step 4: Run a Survey
By surveying your target market, you can get a good idea of whether or not they would be interested in your new product. You can also learn about other products they might be interested in and their buying habits. This information will help you tailor your marketing campaign to reach the right people.
Step 5: Closely Monitor Responses and Refine Approach
The results of your initial campaign will give you a good idea of whether or not you’re on the right track. If you see a lot of engagement, that’s great! Keep doing what you’re doing. But if you don’t get the response you were hoping for, it’s time to refine your approach. Try targeting a different audience or altering your messaging. And don’t forget to keep an eye on your competition; they may be coming up with strategies you need to adjust to.
Author. Jean Phillip Reynaud
Agust 1, 2022