"I'm going to print 500 leaflets and put them in local libraries and through doors" - great, but if your customer doesn't live in that area, doesn't go to the library, and would never pick up a leafet then it is a pointless expense.
The catalyst for every great marketing idea comes from knowing your customer inside and out. So whether you are in the start-up phase of your business or revisiting your marketing strategy it's always important to ask yourself some key questions that start with 'Who is my customer?'.
You should consider:
- What is their gender?
- How old are they?
- What do they do?
- What are they interested in?
- Where do they socialise?
- What are their spending habits?
- Do they use the internet?
Further reading can be found via Business Link article 'Know Your Customer's Needs'.