Friday, 3 February 2012

Don't Forget Your Customer - Marketing Mistakes

So many times when I have spoken to businesses about their marketing plan they go straight to what I think of as the result not the cause.

"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?
Conducting market research focussed on finding answers to these may take you time, but can save you wasted marketing budget.  Once you know more about your customer you can work out how, when and where to communicate your message to them and inevitably make sales.

Further reading can be found via Business Link article 'Know Your Customer's Needs'.

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