Bertie is working on getting more customers for his business.  He’s recently cut back on newspaper advertising, because he found that when he measured the response from it, he was spending more than he was getting in return.

As a result of his business coaching programme, he’s learnt about direct response marketing.  That’s marketing where you go out to generate sales directly from your advertising, rather than just trying to build your brand.

The first stage of the process is to identify your target market.  It’s a topic I frequently write about because over 90% of companies simply don’t do this at all and it is critical to your results.

You’ve probably heard the saying that birds of a feather flock together and this is true for your customers too.  A month or so ago we started collecting names and addresses of existing customers to build a customer database.

The beauty of building a customer database is that you can keep in touch with people who have already bought from you. But, you can also find out who their neighbours are and promote to them too.

If Bertie promotes his coffee shop to the streets and areas that his existing clients come from, he’ll be talking to a far more receptive audience than than just blasting out a general advert to the whole town or city.

This is one incredibly simple way to identify your target market. Once you’ve done this it becomes a simple matter of tailoring a message to suit your audience.

If you try this out, make sure to include some kind of offer in your advertising so you can measure how effectively your advertising campaign works.

4 Comments

  1. smebus on October 2nd, 2008 at 3:59 pm

    Good post and a great point. Too many of us are ‘too busy’ running our businesses to think about the various forms of marketing it. My experience is that if one thing doesn’t work we seldom try another.Look forward to reading more from you.



  2. Darren Thomson on October 3rd, 2008 at 1:46 pm

    Very good point and your educational useful input is always very welcome.



  3. Lee on October 8th, 2008 at 4:44 pm

    Thanks Darren,

    I see you’re getting the recruitment business on the web too 😉

    Good luck with it,

    Lee



  4. Lee on October 8th, 2008 at 4:47 pm

    Hi smebus,

    Thanks for your comment. You’re so right. In fact, I often talk to people who have successfully gained new customers from an advert of some kind only to never try the same ad again. When it’s pointed out to them that it could work again, you can see their face light up like I’ve flicked a switch!

    I shall have to do a post on clever marketing tactics at some point. Any that work for you?

    Cheers,

    Lee



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