You walk into a convenience store and you see a shiny, red bottle that reads, “Tyler.”
“Oh my goodness!” you think, “That’s my name!”
You pick up the bottle and see the swirling, silvery white lettering and designs, and you immediately know, “This is none other than a delicious Coca-Cola.” You buy the bottle, run to your car, and zip home to show your friends and family. You even snap a picture with it and share it on Facebook.
Where in the above scenario did this customer say, “I want to buy a Coke?” The customer didn’t. The customer was drawn in by the hyper-specific messaging that Coca-Cola used to entice potential customers who may be on the fringe of choosing to purchase Coke’s bubbly beverages.
In this scenario, Coca-Cola laid the perfectly comfortable and dreamy foundation to get that customer’s attention way before that customer ever even realized he/she needed to go to the convenience store.
You can follow in Coca-Cola’s footsteps by completing one simple objective in your marketing plan:
Create specific and thorough messaging
for each of your target audiences
BEFORE marketing to them.
To plan for and use this, it is important to move forward by creating target market audiences. How should you do this? Follow these four steps to achieve the greatest success.
1. Can putting limitations on my audiences be useful?
If you go into your marketing plan with the mindset that you need to create a target market segment for every single type of person out there, you are definitely casting far too wide of a net.
Think to yourself, “Who is looking for the solutions we provide to questions the target market segments need answers to?” Get creative like Coca-Cola did. The customers’ questions may have nothing to do with your product or service and everything to do with making their reputation cooler (i.e., purchasing a cool Coke bottle and posting about it online). Unless you have mysterious and ever-so-wanted trees that grow money on them, you do not have an unlimited budget to accomplish this. Think to yourself, “How much will this realistically cost?” You also have to limit your strategy with time, as well. Think to yourself, “How long do I have to get X message across to A, B, and C target market segments?”
Small Business BC recommends focusing on “one primary market… and… three secondary markets,” to get the ball rolling.
Once you have thoroughly taken the time necessary to establish each one of these groups, you will now have the foundation for step number two.
2. Who are my clientele?
Come up with a specific image, which is as detailed as possible, about who and what each customer would be like, look like, and even sound like. According to Grant Leboff of Marketing Donut, “Ask yourself:
“To whom will these problems be most troublesome?
“Who will have the most to lose by not dealing with these issues?”
Pondering on these questions can shine light on some of your clients’ images and help you deliver your services or goods in a more personal and effective manner. This will keep you from spending time on planning for customers who might not want your products or services anyway.
Come back next week for Part Two!