I sell cars; shall I mail to all people in given zip codes or shall I identify those who have bought in the past 3 years and delete them from my mail file?What makes sense to you, the shotgun approach where you may be mailing to some who just recently purchased a car or a more targeted (bow and arrow) approach where you will not be spending “good money after bad”?
We all, as business owners and/or marketers want to communicate with and sell to someone. The question is with whom do you want to talk. Who is your audience or your target market? Who are your customers? Or who would you like to be your customer?If you are a Volvo car salesperson, perhaps you want to direct your marketing to those who own Volvos, which are approaching or are out of warranty.If you are a mortgage consultant, maybe your target is the first time homebuyer.
The important point is to define your audience. Who do you want to target? This needs to be a part of your strategic marketing plan. Study the market: what is the competition doing, who is your potential customer, what need are you fulfilling for your customer base, what about geography, is it a seasonal sell, what is important in your industry or line of work?
The more specific you are in answering these questions, the easier it becomes to identify your target market, your potential customer base. The better you know your target, the more specific you can be in your marketing.Let’s pursue the car buyer, I’m selling the Volvo V50, the smaller of the Volvo wagons. One of my targets is the 25-35 year olds, sports loving male and female in the Northeast, Southern California and Southern Florida. I may then sponsor a sports competition event, advertise in outdoor magazines or offer a promotional accessory package including load bars and bike and/or kayak attachments for the roof rack. Now you have a focus and a greater potential to reach your target market.
Among Carol’s many talents is a long career as a successful marketer for Volvo. She is also a business networking expert and successful mortgage consultant.
