Friday, December 4, 2009

Are My Prospects Like Me?

It is interesting that most people in business think their prospects and clients think the exact same way they do.  For some reason, many business people are convinced that if they like or don't like an ad campaign, direct mail piece or brochure, then their clients feel that way too.  It doesn't matter that their clients might be a different age, sex or with a different income range.  If I don't like commercials like that, my customers won't either.
It is easy to project the way we feel about a product, service or way to disseminate information on other people.  How often is that right?  Much less than we would like to believe.  Unless your target market is the same age, sex, and in the same geographical area and with the same background, you shouldn't fall into the trap that they will like the same type of marketing that you do.
For instance, don't assume that because you do all of your research on the internet that your clients do the same.  If your clients are over the age of 60, a smaller percentage of them will be finding that next contractor on the internet.  On the other hand, if your clients are under 30, chances are that most of their daily information comes from that source.  So unless you are your own target market, let research do the judging for you.
It is safer to make a few phone calls, have a focus group or send out surveys than to assume your clients like the same vehicle for receiving information on products that you or anyone in your company does.  Many businesses are surprised to find that the ad campaign that sounded terrific during the last marketing meeting falls flat when out in the market place.  Good ideas only work if the people they are directed at like them too.
The next time you need to advertise in any way, make sure that you know your target market and that they will like it.  After all, they make the purchase.

Cindy Neky
Marketing Pathways
www.marketingpathways.com
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2 comments:

  1. It's definitely safer to go the focus group route. We do tend to assume that other people think just like us, whether we are marketers or not. Unfortunately sometimes the target market hates the ads that are produced. That means sometimes companies spend large sums of money on ineffective campaigns.

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  2. Research and really understanding your target market is definitely the way to go. Thanks for posting!

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