Who Is They? - Treating clients as a person

Local Business Marketing -
Who Is They?

"Everyone needs our product!"

No.

No they don't.
Not everyone.

The DMV

The Department of Motor Vehicles, and other "odd", public places are a great testing ground for this theory.

As a business owner, you might think of everyone as everyone who comes into your store but the truth is that, even Wal*Mart doesn't target "everyone". Their stores are strategically positioned for their target market, the lower-middle class, and is gradually becoming the middle class.

Pretty specific for a giant mega-franchise.

So who is they?

They is a person, and another person, and another person.

It's easy to forget that your target market is not a group of people but a group of individuals, who may have similarities.

When you are considering who you are talking to, you have to get to know them.

What are they like?

What do they look like?

What do they wear?

What are their days like?

What are their hobbies?

What do they read?

Where would they like to go on vacation?

All of these questions will give you great insight to finding and connecting with your target market persona.

At Empowwwer Marketing, we literally build these people. We cut them out of magazines, dress them up, send them on vacation and place them at work. We learn how they talk and where they go to lunch.

When this process is complete, we name this persona and pin them up on the wall.

Now, when there is a decision to be made we ask "What would Steve like?"