You can’t be everything to everyone.

In marketing a business or a product, the question should be asked who are we trying to reach with this product or service? For example, people wear clothes for warmth and modesty, but what customer would be interested in your specific item? Are you marketing to someone in high fashion wanting to be on the cutting edge of design or to an oil field worker needing rugged clothes that can last harsh conditions? Knowing who will be likely to purchase your goods comes down to what problem does it solve. The oil field worker needs durable clothes that can withstand chemicals, wicks moisture away, and are made from materials that are resistant to tearing. If you are offering something for this line of work, then that customer segment would fit your ideal customer. Not to say that other people could be customers, but they would be secondary.

If your product delivers these qualities, then you must look at what problems does it solve beyond what is already offered by other products. The marketing of the product should reflex the problem solving to your customer and should drive your marketing message. The marketing message should be an idea or concept that the customer can associate with your product. Nike’s tagline of “Just Do It” has been around for decades but still is associated with products and lifestyles. The marketing message should be used throughout the marketing campaign and add to the product image.

Lastly, the marketing campaign should be directed to generate results. Just as we identified that there are different ideal customers for high fashion and sturdy work clothes, there are different avenues to market to these different groups. Using the examples above, high fashion would be advertised in fashion magazines whereas work clothes would not. Using the ideal customer model, the marketing team should look at where the customer would have contact with the advertisement. With the growth of online marketing is the use of social media and websites, a business can target their customers to ensure that the correct demographic could see the marketing campaign.

Jantsch, B. J. (2006). by John Jantsch Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide (text only)[Paperback]2008. Thomas Nelson.

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