Confucius said "If You Chase Two Rabbits, Both Will Escape". The everything-but-the-kitchen-sink marketing plan usually ends in disappointment. To be successful in your business, you need to understand who your best your customers are if you want to maximize your sales. Trying to satisfy a wide range of different needs is rarely effective. Splitting your customers into different groups of similar people will enable you to market your products or services specifically to the ones that will be most profitable to you. This presentation demonstrates how establishing a customer profile can give you the information you need to generate business from new and existing markets.

1. Target Marketing
SOAR Creative Group
Garry Polodna
Principal

2. “If you chase two rabbits, both will escape.”
-Confucius

3. “The world makes way for a man who knows
where he is going.”
-Ralph Waldo Emerson

4. “If you don’t know where you’re going,
you might end up someplace else.”
-Yogi Berra

5. “If you build it, he will come.”

6. How To Identify Your Target
Market
and then
How To Use Target Marketing

7. Who Are the
Right Prospects for You?

8. Who, Where, Why and How

9. The “Who”: Demographics
• Age
• Gender
• Family Size
• Educational Level
• Occupation

10. The “Where”: Geographics
• ZIP Codes
• Population
• Housing Costs
• Density

11. The “Why”: Psychographics
• Personality and lifestyle

12. The “How”: Behaviors
• Regard Your Product
• Information Sources

13. Market Research will help you
understand more about the needs,
tastes and spending habits of
different groups of potential
customers.

14. Allowing you to understand what
aspects of your offer appeal to each
group, and

15. Allowing you to adapt your product
to more closely match their
requirements.

16. Six Steps to Defining
Your Target Market
1. Understand the problems that you
solve.

17. Six Steps to Defining
Your Target Market
2. Paint a picture of the customer.

18. Someone who
Has Drinks With Dinner

20. Versus someone who
Drinks Their Dinner

22. A Large Family

24. Versus
A BIG Family

26. Want to know what your “customer”
looks like?
Start collecting data.

27. At the bare minimum, these are the
things you should know about your
target customers:

28. What is there gender?
How old are they?
What are their interests or hobbies?
Where do they live?
How do they make a living?
How much money do they make?
Do they own their own homes or
do they rent?

29. Six Steps to Defining
Your Target Market
3. Who will gain from the value in your
offer?

30. Ask yourself:
• To who will these problems be most
troublesome?
• Who will have the most to lose by
not dealing with these issues?

31. Six Steps to Defining
Your Target Market
4. Think about your market.

32. Six Steps to Defining
Your Target Market
5. Look internally at your company.

33. Do you have particular areas of
expertise?
Do you have unique knowledge of a
specific geographical area or are you
better at getting along with certain
type of people?

34. Six Steps to Defining
Your Target Market
6. What else is available?

35. The question you must have an
answer to is:
Why am I uniquely placed to solve the
problem?

36. If you are unable to answer the
question, you either have the
wrong target market or the wrong
offering.

37. How to Use Target Marketing

38. 1. Identify the Best Channels to Use
to Communicate with These
People.
“How Does Your Target Audience
Get Information?”

39. 2. Beating Your Competition in
Niche Markets

40. 3. Build a Loyal Customer Base.

41. 4. Give Them Something and
a Reason to Return.

42. 5. Measure Campaign Results to
Determine if you Actually Did Reach
the Right People!

43. What if you Market to Businesses?
Not only research and profile the
businesses you are targeting, but
also …
Uncover the key characteristics of
the purchasers within these
businesses.

44. • What type of businesses do we
target?
• Who are the decision-makers in
each?
• Who are the gatekeepers to a
purchasing decision?

45. Profile Your Target Businesses
Which businesses are the best fit
for our product or service?
Criteria could include:
• NAICS codes
• Company size
• Geography

46. Who inside the company typically approves
purchases of your product or service?
• Purchasing Manager
• CEO? CFO?
• Personnel clerk
• Somebody else?
(Gatekeeper)
Who are the Decision-Makers?

47. To get at whom you target within a
company, answer these
questions:
• Which department(s) or job titles will
actually use the product (or service)
you provide?
• Which peoples’ job performance are
directly affected by using your
product?
• Is there a committee that must
approve purchases of your product
or service?

48. Whether You Are a B2B or B2C,
Develop a Target Profile
In 30 words or less-
“Stay-at-home parent who feels stressed for
time and wants to save themselves time
and hassles.”
“CEO’s of companies with sales between
$1M and $10M and employee counts
between 10-100.”
“Physical therapists who work at
independent facilties.”

49. Questions?

50. Thanks!
Garry Polodna
SOAR Creative Group
Marketing, Communications and
Public Relations Support
for Small Business and Franchise Owners
www.soarcreativegroup.com
www.ownyourmarket.biz
@SOARCreative