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It’s all about the customer. Marketing doesn’t start with you, it starts with them

It’s All About Them….

Do you really know who your target group is?  By this I mean the number one group of potential customers you are trying to reach, inform and motivate to buy what you sell. There might also be a ‘secondary’ or even a ‘tertiary’ target group, but mostly you should be aiming at one primary group of individuals who have the need, interest, access, desire and money to buy what you sell.

Knowing everything you can about this group is one of your most important tasks. Everything in marketing begins with the word: ‘who’. Once you have the answer to this penultimate question, you have to determine whether or not there are enough of them to justify all your efforts to sell to them. Then you can decide what methods you will use to find and make contact with them; how to use those media to reach and motivate them. 

So why is it that I find newspapers reducing the size of their paper format, and commensurately reducing the size of the type they use for their headlines, columns and articles in the paper?  This is not a rhetorical question.  I really want to know the answer. Fact: newspapers are under attack by the Internet.

Readership has switched in the last ten years, away from younger people. Younger people are watching their news on television and the Internet. The biggest groups of those who still subscribe and regularly read a daily or weekly newspaper are those over 40, maybe even 50.

What smart number cruncher in the back room decided that if the paper cut back on the size of the editions, by say two inches, they could save huge amounts in paper costs, ink and other expenses?  Sammy Albright, the bean counter, was correct. You can always cut back on expenses by reducing the size of the paper; but what about all the other aspects of what makes the paper attractive to its – wait for it – primary target group?

A friend in Canada informed me last week that the venerable national daily, the prestigious Globe & Mail, published out of Toronto, did exactly that.They chopped the paper in width by between two and three inches it appears, then immediately downsized everything but the masthead.  Now even feature articles on the front page seem to be in  ”mice type” and are extremely difficult to read if you are older (like me) and have any problem with your eyes or glasses (like me again). If you have bifocals or trifocals you can just forget it. “‘Time to find a new newspaper!” they say.

My point is simple. Before you make any changes, why not find out how those changes might affect your most important customers?  In this example, I am sure that younger readers will find this new change a positive thing. But how many of them are still reading it?  How many are still buying the goods and services from the advertisers that pay the costs to keep the paper going?

In the case of a newspaper, making this kind of change without careful research beforehand, can have two bad results:

1. you can easily lose many of your very best customers because they can no longer comfortably read the paper;
2. without those readers, why be an advertiser paying to reach those very same members of that target group?   Ooops!

Your product or service may be different. You may only be shooting yourself in one foot, not both. Regardless, it pays to go back to your original research, your clear definition of who you are trying to reach, educate and motivate to buy from you. Always investigate before you make any substantive changes. Even small changes can upset your customer base. It pays to ask them first, conduct some customer focus group discussions, then surveys.

In short: talk to your customers to make sure what you are planning will sit well with them too.Changes should not be undertaken just to make it easier for you or your shareholders.

It’s all about the customer. Marketing doesn’t start with you, it starts with them.

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About the Author

Helping small to medium size business owners market their brick-and-mortar businesses on the Internet, thus finding new local customers and increasing thier sales and growing their businesses, that is what umarketingu.com is all about!

Customer Service is the New Marketing

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50 Ways to Close a Sale (and Keep the Customer for Life) $4.87 Used – In the highly competitive marketplace of the ’90s, the focus has shifted from making a sale today to making sure the customer is happy tomorrow. Michaelson, an author/columnist and a sales and marketing professional, offers real-world advice in this concise guide to the “new” fundamentals of successful selling.

55 Surefire Homebased Businesses You Can Start for Under $5000 $17.95 Choose from 55 of today’s hottest homebased businesses-all under $5,000!Coaching you all the way, the experts at Entrepreneur guide you into the thriving homebased industry, revealing unique, slam-dunk opportunities, outlining vital business basics, sharing priceless industry need-to-knows, and so much more! If you can bankroll $5,000 (some even less!), you can boldly choose your next big business move, decide to be your own boss, and start making profits! Choose from a diverse list of 55 surefire homebased businesses Spend less than $5,000 on startup Quickly and legitimately setup your home office Master industry language and fundamentals Use business-specific marketing techniques to secure success Create repeat business with engaging customer service practices Plan for expansion And moreYou’re on target for success—let us help you hit the bullseye!Photographer Gift Basket Design Cleaning Service Consultant Event Planner Herbal/Farm-Related Home Inspector Personal Concierge Mail Order Pet Sitter Editorial Service Wedding Consultant Financial Planner Accountant Tax Preparer Bed & Breakfast Bookkeeper Taxidermist eBay Assistant Notary Public Real Estate Property Management Justice of the Peace Website Developer Freelance Designer Dog Breeder/Kennel Flea Market Daycare Christmas Tree Farm Appliance Repair Computer Repair and Many More

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85 Inspiring Ways To Market Your Small Business $26 This book is for the many people who run their own small to medium-sized business and who want to make it grow. The book sets out to be your own, pocket, marketing consultant – without the expense. Not only does it offer some great ideas but it explains how each idea will benefit your business, what you need to do to make it work, and how you can apply it to your own business immediately. Through a series of special response questions it cleverly gets across marketing ideas in combination with the vital thinking behind their application. Furthermore, it does so in a way that transfers ‘ownership’ of these strategies to you the business manager so that you feel thoroughly motivated and inspired to act. Whether you run a product or service-led business, it will help you to: – Understand your market place, your competition and your customer – Create a clear and focused business proposition – Develop credible marketing messages that attract your target customer – Decide on the most effective marketing methods for your business – Attract new customers, and boost business with existing customers – Build your business profile so that it’s always working for you – Sell yourself and your business with ease and confidence – Complete your marketing plan and create a successful marketing system The ideas are presented separately in bite-sized chunks so that you can devote just a little thinking and reflection time to each one before – most importantly – making it all happen.

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90 Days to Success Marketing and Advertising Your Small Business $11.83 New – Regardless of the industry they are in, small business owners need to attract new business. 90 DAYS TO SUCCESS MARKETING AND ADVERTISING YOUR SMALL Business is designed to educate small business owners on the various forms of advertising that are available today, help them identify which forms are appropriate for their business and customer base, and how to develop marketing and advertising strategies with quantifiable (and highly profitable!) results. The book provides a blueprint for a s