Know Your Customer.

What a week it has been. I have been clocking long days, just going home to eat, shower and sleep. It sounds exhausting, and trust me it is… You see we are currently working on a major event to celebrate our brand history – aka our birthday.  This will be an event for the history books. We have never done something as big as what we are preparing for and trust me, it involves a lot – and I mean a lot – of preparation…

When you work on such a big event, it is important to keep in mind the type of customer you are catering for. Your efforts should match your customer interest. There is no point in putting together an event that will not provide your brand with some sort of call-to-action.

“Marketing without data is like driving with your eyes closed.”

-Dan Zarrella-

It is vital to remember that not everyone on your database will be the right customer for your new product. This means that you need to analyse the benefits of this new product and match it up with the right target group. Sorry, but it does require a bit of homework on your part. Different customers have different needs and wants. It is your job to identify those customers whose needs and wants match up with your product benefits. Identifying the correct target group for your new product will allow you to better know your customer base in order to align your marketing strategy efforts in such a way that it will lead to the successful implementation of your new product into the market.

Here are a couple of tips on how to identify your correct target group:

  • Be as exact as possible when defining your ideal customer for your new product. Don’t define your target group too broadly; list the needs and wants you want to fulfil. You don’t want to create an opening for a competitor.
  • Once you have a clear description of who your customer is, analyse their behavioural patterns. For example, which social media platforms do they engage on, what kind of articles to they read…
  • Now put yourself in your ideal customer’s shoes. Develop a marketing strategy for your new product. Test this strategy by using a focus group (who has the same characteristics as your target group) to determine how they will react and whether you are on the right track.
  • And then, your execute and monitor. Emphasis on monitor – it is important to continuously track your marketing efforts to ensure that you attract the correct target group.

Before you start spending money on marketing your new product, you need to really know your customer. You can end up waisting a lot of money and gamble away the success of your brand if you approach launching your product blindly. Understanding the customer you want to sell your product to plays a vital role in the success of your marketing strategy. You don’t need to be an expert to understand your target group; but you do need to stay open minded and if you find that you are doing something wrong, admit it and try to improve on it. You just need to figure out the message that your prospective target group is ready to receive.

The more you know about your customers, the more you can provide to them information that is increasingly useful, relevant and persuasive.”

-Jay Baer-





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