Aim at Your Target

Published: Nov 17, 2004

Application

Until your business and your market saturation is mature, aim directly at your target rather than taking shots in the dark.

Due diligence is good practice during the early stages of a market development campaign. This is best done before expending large sums on advertising unless, of course, you have deep pockets for conducting less targeted promotions.

You can only hit what you can see. So, get a clear view of your target customer - the type of person who is likely to buy your product. Marketers do this with such things as demographics, geographics, psychographics, needs analyses and so on. When your market is small and your research budget is restricted to your own efforts you can draw a clear picture of what your targets look like, what products or features they prefer and how they behave.

Once you have a clear target at which to aim you adjust your ammunition accordingly. You make sure your product will satisfy the needs of these targets. You prepare your promotions specifically for these targets and you deliver your messages to where your target is located. Refresh your objectives often because targets, competition and needs do change.

When your business and your market penetration become mature you can afford to cast further afield to secondary markets and to creating an image with the public at large.

Stories

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Outcomes

Bigger bang for your buck.
Greater returns from your promotional investments.

Aim at Your Target

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