When you’re promoting your business, it can be tempting to try to appeal to everyone, everywhere. After all, more activity equals more customers, right? Wrong. Don’t waste your valuable ‘ammo’ (budget, resources and interactions) with a scattergun approach – follow our tips to target your market, sniper-style.
First things first: know your customer. Transactions do not equal customers. If Joe buys a decaf mocha latte from your cafe at 10am every day for a year but you don’t know who Joe is, what he orders, or that he only comes in at morning tea, all those purchases are transactions not customers. You have no way of communicating with Joe away from the cash register, you have no opportunity to upsell / cross-sell to new products or new day-parts to boost sales in lagging periods, you have no idea why Joe only buys coffee at morning tea or where he works (and how many co-workers you could be tapping into for their caffeine hit!). Joe gives you 365 transactions a year at $4 a pop. He’s worth $1460 to your little coffee shop but he’s not a customer.
Target marketing requires knowing your customers – collating data on when they purchase, what they purchase, why they purchase, and what their trigger points are (discounts, promotions, VIP benefits, seasonal prompts etc).
Once you know your customer, match your marketing to their behaviour. There’s no point trying to sell prams to retirees. Or off-peak gym memberships to executives who can’t leave the office. Or your green-tea breakfast smoothie to Joe, who doesn’t like tea, doesn’t buy cold drinks, and eats breakfast at the office. (See point above – know your customer!)
The best ways to match your marketing to your customer’s behaviour?
- Right place. Targeting the mummy market? Be in family / baby / parenting media (magazines, websites, blogs etc). Hitting the teen scene? Social media is your best friend. Advertising, editorial, promotions and sponsorships increase attention – but only if you’re in the right place.
- Right time. Research shows a big upswing in purchasing by mums between 7-9pm, after the bath-and-bed routine is done (and social media activity early in the morning before the kids are up, just quietly). Brands targeting the younger fashion set see greater activity between 6-7pm, in the post-work wind-down. Plan your activity in advance, around seasonal prompts (back to school, holidays, Christmas, Father’s Day), tie in with local events that will boost exposure for your brand, and get in front of your audience when it counts.
- Right message. Don’t be tempted to blanket your marketing with the same message, same artwork, same approach. Brands are multi-layered, complex creatures – tailor your messaging and offer to your audience, and consider your marketing campaign a story, not just a headline. Yes, repetition is powerful, but if you’re not seeing results from your messaging, consider a new strategy in line with your target market’s needs and wants. If you want cut-through, know your audience and tailor your communications accordingly.
Need help? Not sure where to start in your customer profiling, or how to create a powerful message to trigger behaviour? Talk to us – we’ve got the know-how, experience and media platforms to boost your brand.