five things you must know about your target market and why

Five Things You Need To Know About Your Target Market…

and Why

• Who is Your Target?

• What Do They Need?

• Where Can You Find Them?

• When Should You Sell Them?

• Why Should They Buy From You?

Five Things You Need To Know About Your Target Market…and Why

8/30/2010 © Francine LaMarr, LLC 2010

• Why Is Target Knowledge So Important?– Keeps your efforts focused on a particular group’s needs

– Keeps your marketing efforts affordable

– Keeps your marketing message consistent, which makes you memorable

Five Things You Must Know About Your Target Market…and Why

© Francine LaMarr, LLC 20108/30/2010

• Who Is Your Target…Really?– Demographics are essential to true target understanding

• Gender/Age/Marital Status

• Children/Pets

• Race/Religion

• Education/Occupation/Income

• Residence

• Politics



• Why Demographics Are Important– Help you locate your target

– Position you to be the solution for the challenges of a particular group of people, increasing your business power and influence

– Make you focus on those that can afford your services



• What Does Your Target Need?– Look at universal purchase motivators to discover their most pressing need

• Make money• Save money• Save time• Make something easier• Increase Status• Increase Love• Increase Knowledge• Decrease Fear



• What Focusing On Your Target’s Needs Gets You– Enables you to solve a problem that is specific, and therefore important, to your target

– Elevates you to a position of thought‐leader to your target

– Enables you to customize products and services that stand out from the competition



• Where Is Your Target?– Behavioral patterns give insights into where you can find and reach your next client

• Professional Affiliations/Charitable Causes/Hobbies

• Reading/TV/Radio Preferences

• Entertainment Choices/Restaurants/Vacation Destinations

• Shopping Venues

• Website Preferences

• Electronic Usage

• Automobile Choices



• Why You Should Care About Where Your Target Spends Time– Gives you insights into potential referral partners

– Helps you find places to get your message in front of your target

– Gives a full picture of who your target is, enabling you to better service the client with appropriate products and services



• When Is The Best Time To Sell Your Target?– Consider the following:

• Economic Timing– Is the economy a factor? Luxury goods can be both sensitive to the

economy and recession‐proof, depending who your target is• Motivational Factors

– Are there specific times your target is motivated to buy? Businesses may plan in the summer to ramp up in the Fall, while Moms may try to be “on vacation” until September

• The Trust Factor– Take the time to establish yourself as an industry leader to your target

» Be visible—get in front of your target through press, promotions, speaking engagements, etc.

» Give it away—offer free information and resources that are truly helpful. You’ll be perceived as having more than the competition.

» Engage your target—whether through a blog, Facebook or personal interaction, really get to know your target.



• Why You? Name Your Benefits– Always consider your target when communicating why they should buy from you

– Live by the customer’s mantra—WIIFM? What’s In It For Me?

– Don’t describe what your do, describe how it helps your clients



• Why You? Know Your Attributes– Attributes are qualities that distinguish you from your competition. There are two types to consider:

• Functional Attributes: Qualities that a client would expect you to have, ie. You wouldn’t hire a doctor that doesn’t have a current license.

• Emotional Attributes: These are the “extras” and can often be the reason why a customer chooses you over the competition, ie. The doctor who still takes a personal history of her patients.



• What’s Next?– Continue to learn about your target– Get out, network and speak to them as often as possible

– Don’t sell; listen and provide a solution– Look at what you do best to determine the best way to spread your message—write articles, speak to groups, hold classes, blog, promote with complimentary professionals, etc. The possibilities are endless!



Thank You!

Questions? Contact us at:

Francine LaMarrTarget Marketing Magic

[email protected]

201‐843‐3828



http://www.targetmarketingmagic.com/

mailto:[email protected]