People purchase products and services to save money, time, effort and resources; to increase income and investments; to reduce expenses, taxes, liabilities and trouble; to improve productivity, abilities, confidence, appearance and peace of mind; or for future personal relationships.
The target-market process allows us to break down these groups of people so we can better understand how to reach out to them. One way to do this is to create a target-market profile. Here is a sample profile:
- Concerned about security and customer service
- Emotional buyer—generally female
- Married, aged 35 to 65 with at least one child
- Multiple-home owners
- Owns a $100,000-plus, high-performance boat or RV, and other vehicles, jet skis, etc.
- Lives within the ZIP codes, i.e., starting with 91 and 92
- Values time and considers it the single-most limited resource
- Excited about new facility with high-tech security
- Consistent Web users, preferring the Internet over magazines and newspapers for information
- Likes amenities such as wash bays and showers
The more detail you know about your “ideal” customers, the better you can inform them of your products and services, and how they can purchase them through you. Target marketing allows you to reach, create awareness in, and ultimately influence that group of people most likely to select your products and services as a solution to needs.
Once you’ve completed your entire profile—and only then—can you “ready, aim, fire” and hit your target audience. Happy shooting!
Terri Heil is the business development manager for Lake Havasu RV & Boat Storage in Lake Havasu, Ariz. For more information, call 877.764.1961; visit www.lakehavasustorage.com.