Who, what, where, why...?

Posted: 05/12/2011

This week STar our strategy elf is in charge, and she wants to help you sprinkle some magic on your marketing. How? By thinking about who, what, where and why!

Also known as determining your target market, those clever elves have written a free guide on it for you should you wish to look into this in more depth, but here are some tips to start you off with...

It is important to know exactly who will buy your product or service. You can determine this by segmenting your market into groups based on factors such as age, gender and location.

For B2B organisations this may not be straightforward, so the elves suggest you look at your existing customer base and determine:

• Who are they?
• Who are the decision makers?
• What are their buying habits?
• Which industry or sector are they from?
• What is the demand?
• How do you currently market to them?
• What is your current proposition?

This information will help you to identify who is currently buying from you, and how to get more consumers based on these details!

STar warns that your customers may fit into more than one segment, but remember that each group has different needs and wants and may need to be targeted in a specific way. For example, if your business sells to both medium sized companies (private) and the NHS (public), the approach in which you market to each one will be different.

You need to build up a picture in your head of your ‘typical’ customer and what their needs and wants are. Once you have identified your target market you will be able to concentrate your efforts on targeted marketing to attract a specific consumer group.

You will also be able to develop your value proposition. Keep following us and we will give you more information on this later in the week.

Have any questions for the elves? Please email us and we'll be sure that one of our elves answers them. They are waiting to help you..!

Call us on 0845 075 5955 or drop us an email: hello@horizonworks-marketing.co.uk.