Charles Odii is an Author, Entrepreneur and small business advocate. In this presentation he teaches small business owner how to identify and reach their target market especially those marketing on a shoe string budget

1. Identifying &
Reaching Your Target
Market Post Covid 19
Charles Odii
Executive Director SME100Africa

2. CHARLES .O. Odii
Executive Director, SME100Africa
Charles Odii is an Author, Entrepreneur and small business
advocate. He is the founder of SME100AFRICA a social enterprise
founded to ensure young entrepreneurs regardless of their
economic background succeed in Africa.
He is very committed to the African renaissance and sits on a few
boards as a director or trustee. He is on the advisory Board of the
Building Resilient Young Nigerian Entrepreneurs Foundation. A
director of the Africa’s under 25 Awards which he helped to create,
a director of the Lagos small business Policy Summit Group, and a
voting member of the Global Startup Awards.
Mr Odii is an alumnus of the United States International Visitors
Leadership program (IVLP) for Young Global Business Leaders. Mr.
Odii is the publisher of the 100 talks. An entrepreneurship and
business Magazine.

3. STEP 4
STEP 1
Define your target market
STEP 3
Understand your target market
Engage them continuously
THE ROAD MAP
STEP 2
Discover how they can be reached

4. STEP 1: Defining your target market
v What need does your product/service meet?
v Who are the people who have this need? E.g women, students,
mothers etc…
v Who can afford your product and service?
v Who can access your product and service?
Answering these questions will help you define your target market and
their demographic i.e age, gender, location, income band etc.
*If you have an existing customer base look through your current
customer base for insights into your target market.
NOT EVERYONE IS
YOUR CUSTOMER!

5. Example: Chloe’s Mart (An Online
Grocery Store)
v What need does your product/service meet?
v Answer: Provides a convenient way for individuals to buy
groceries and have them delivered to their doorsteps.
v Who are the people who have this need?
v Answer: Individuals with busy schedules. Primarily women.
v Who can afford your product and service?
v Answer: Middle to high income earners who do not mind paying
a little premium on their groceries in exchange for convenience.
v Who can access your product and service?
v Answer: People in urban cities who are comfortable with online
purchases. Also individuals who are formally banked and can
make online card payments.

6. Chloe’s Results
Chloe’s Customer Demographics:
Age & Occupation : 25-40 (working professional/business owners with
busy schedules)
Gender: Women (as they are more likely to be in charge of household
purchases).
Location: Urban Cities (women in rural areas are less likely to need the
service).
Income Band: Middle – High Income Earners (willing to pay a little
premium)
*Your primary target helps you focus but does not mean other
customer segments cannot patronize you.

7. Step 2: Understanding your target
market
v Where does my target market source for information?
v What is most important to my target market when they are making
a purchase decision?...pricing, quality, customer service,
convenience?
v What kind of language or strategies can I use to connect to my
target market?
v Does my product fit into my target market’s lifestyle?
*If you have an existing customer base a survey or focus group
discussion can help to answer these questions.

8. Chloe’s Results
Chloe’s Customer’s Psychographics:
Research has shown the following about female customers (who are
Chloe’s primary target market_:
v More particular about customer service.
v More likely to refer a product or service or depend more on a
referral.
v Women spend more time on their mobile phones particularly for
social networking.
Take advantage of
the information on
available online about
your target market!

9. Step 3: Discover how to reach them
v How does my target market search for information (online, referrals,
word of mouth etc.)?
v What media channels do they use the most?
v What are the key words or expressions that trigger their interest (
freebies, discount, buy one get one free, after sale service etc.)?
This will help you develop a communication strategy.

10. Quick wins for reaching your target
market
v Leverage social media: it is cost effective and has a wide reach.
v Be consistent with your communication (content and scheduling).
v Reward loyal customers.
v Reward customers for referrals.
v Make it easy for customers to find you….(S.E.O, website)
v Measure the impact of every campaign and promo.
v Continuously improve on your strategy and check out the competition.

11. Step 4: Customer Engagement
Strategies
v Run promos and campaigns (Christmas campaigns, Valentine’s day
campaigns etc).
v Always ask for feedback.
v Build a community or forum to keep conversations going.
v Give exclusive offers or freebies to active community members.
v Give useful information/tips beyond what you are selling or offering.

12. “The aim of marketing is to know and
understand the customer so well the
product or service fits him and sells itself”.
Peter Drucker

13. THANK YOU!