November 17, 2020 Antonio Aguirre, Jr. DEFINING YOUR CUSTOMERS

When you know how to identify your target customers, it’s going to be a lot easier to develop effective marketing strategies geared towards it. For it to be effective, it has to be clear and specific. It’s good to take note that keeping your target customers in mind when making business decisions.

A couple of tips to help you decide what your target customers is:

1. Familiarizing yourself with your customers – Pick a target group that you’re familiar with or passionate about working with. If you don’t know your core customers that well, you’re going to find it difficult to sell an item or product.

2. One type of customer only – While it could be tempting to target various types of market, it’s still best to focus on one type of group. Including several types, it will be harder to define them clearly, making it harder to define your brand direction. If it really itches you to diversify your target market, then consider adding a sub-brand to your main brand. An example of that is I created a few sub-brands to support my main brand Sole Slam, which are Third World Jungle, SS Black, SS Supply and Rilla Supply Co.

Defining a specific customer persona means that the more specific you describe your target customers, the easier it is to set the correct direction for your company. Inform your entire company about the key target customer so that everyone is on the same page. There are 3 customer personas you need to take note of: Demographical, Psychological and Geographical.

1. Demographical is distinguished through Gender, Age, Ethnicity, Religion, Marital Status, Life Stage, Education and Income.

2. Psychological is distinguished through Lifestyle, Purchasing motive/behavior, Interests, Hobbies, Attitude and Shopping modes.

3. Geographical is distinguished through Country, Climate, Residential Environment and Shop Location.

This would be a good time to sit down with your team so that you can have clear definitions on what customers you want to target as a whole. Set aside an entire day to do this with key people in your team. If you don’t have a team, create a focus group discussion with your potential target market.

Question of the day: What’s your target market like?