If I asked you to describe your target market in one sentence, could you do it?
If you’ve never thought about your target market before, there’s a good chance that you would have responded to that question with ‘anyone and everyone!’ To those of you who subscribe to the ‘I’ll take anybody’s money’ school of thought, I’m going to have to be the bearer of bad news.
It doesn’t work.
Think about it this way: if you’re marketing to everybody, you have to make your marketing campaign, your services offered, your special deals, and everything else meet the needs ofeveryone. This means that your business becomes less specialised, more generic, and blends in with the rest of the pack (ie. your competitors). Marketing to everybody is effectively the same thing as marketing to no one in particular, and why would you expect someone to react to your marketing if they’re just made to feel like everybody else?
Don’t get me wrong, you may currently be marketing to everybody and anybody and pulling in great business. But I guarantee you that you can do better if you filter down your target market and communicate with those people in a way that relates to them.
The easiest way to decide who your target market is to ask yourself ‘who do I want to do business with‘.
If you’re a carpet cleaner you may decide that your target market is stay-at-home mums. Or Pensioners. Or Crazy Pet People. Or busy couples with lots of disposable income and no children.
The focus for commercial cleaners would be different and look towards be schools, retirement villages, facility managers, or even hotel associations.
If you’re in the restoration game you would have a completely different focus again and tailor your marketing and deals towards insurance bodies, loss adjustor associations or facility management companies.
Looking at the three different categories above, it’s easy to see that you’re not going to be able to corner the Crazy Pet People Market (think stain removal, odour control and carpet repair services and you’ll make an absolute mint!) if your business has a corporate feel that speaks better to the needs of larger organisations.
So I’ll let you have a little think…
and ask the question again.
What’s your target market?