Do I Know You?
I received a funny email this morning and after my tea-spluttering fit of giggles I decided to forward it. As always I brought up my forwarding list and selected those who I thought would also find the email funny (as opposed to offensive, annoying or stupid!). Most of us do this exercise every time we forward a joke-we make decisions based on the content and context of the material and the audience it’s going to. Somehow the thought of sending something saucy to Dad or a controversial viewpoint to a colleague is enough to make us stop and think about where our email is going. We take this care with our personal communication but do we give our marketing communications the same attention?
In order to communicate effectively with our target market, we need to know them. Too often we make marketing decisions based on what’s important to us rather than what’s important to our customers. For example many promotions are based on excess stock or a need to increase sales of a particular product or service. If we’re offering customers something based on what we value instead of what they value it’s no surprise that we won’t get a good return. Infact there’s no better way to alienate a customer than to demonstrate that you’re not paying attention to their needs. How do you meet your customers’ needs? It’s pretty simple; you need to know them to make your communication relevant. There are 10 things that you absolutely must know about your customers-know these things and it will intelligently inform your communications leading to better ROI everytime.
1. Who are they?
2. What do they do?
3. Why do they buy?
4. When do they buy?
5. How do they make buying decisions?
6. What is important to them?
7. What do they expect from you?
8. How much money do they have?
9. What do they think of you?
10. What are they interested in?
Of course to find this information you need to ask for it. Ask your database for reports, ask your customers to answer questions and always ask yourself is what I’m saying relevant to who I’m speaking to?