Achieving excellent sales is the ultimate target of any firm. Many criteria, such as competitive pricing, near perfect product, reaching out to right audience and motivational advertising, are responsible for this and should be dealt with in marketing.
First things first, all the efforts will go futile if the right audience is not recognized. It is the major factor in getting abundant sales, because the right customers aren’t targeted, they won’t buy the product. The right customers are known as targeted customers or niche market, those who will be pleased to buy products that fulfill their needs and is also less pricey.
Small businesses shouldn’t dread competition with large companies as they produce products considering a larger spectrum, which sometimes won’t be customer specific as the products are more generalized and they don’t much care about the competition they might get from others. This gives an opportunity to the smaller firms to produce products, which can cater to the need of a section of people whose needs aren’t met specifically by the large companies.
Although it seems like a silly question, but firstly, a firm should know who are the people they want to target. The success lies behind understanding this, which requires thorough research and analysis. Various factors must be considered. The age group is the first factor, whether the product will be useful to babies or children or teenagers or youngsters or middle aged or ancient. Sometimes there is a possibility that the product will cater to the needs of all age groups. Next thing to consider is gender. Marital status, occupation, ethnic background, health status, income status, education, leisure activities, etc., are some of the factors that should also be pondered upon.
After chose upon the customer group to be targeted, the benefits that can be provided by the product to this group should be jotted down. A thorough examination of the service or product should be done for this purpose. If there is sufficient time, a survey can be conducted on the current customers and pose them with questions like what they liked in the products they are using, anything discomfort they are facing, do they want anything to be changed to make the product better, etc.
After making a list of all the benefits, thought should be applied to which of these benefits will really help the targeted audience. Make a small list of the benefits that will be advantageous and send it to the marketing department. It can surely help in their marketing plot and can boost up sales.
Internet has made reaching out to the targeted customers can be very simple. Search engines can be utilized to the maximum extent for this purpose. The thing to be exactly searched can be typed as a keyword or search phrase in the search engines and the results brought on the first three pages will be of fantastic value. But lots of time and investment is involved in this process, as different keywords will fetch different search results. So efforts should be made to finally get what is desired.
Next best thing is reaching out by newsletters and ezines. Many ezines are related to marketing, finance, shopping, Internet, etc. A number of ezines websites can be found in an ezines directory, which even contains the contact information, advertising price, etc. The list of ezines website sites should be cut down to which are relating to the target market and ad should be placed in the ones selected which should include all the product advantages if the ad allows that many words.
Recognizing the target market is crucial to any successful advertising and sales campaign. Once it is recognized, they can be reached through different channels like websites, newspapers, magazines, etc. This makes the customer reckon that he is being directly addressed to. And since the whole approach will interest them, the amount of traffic received in return will be simply overwhelming and the whole effort will be worth it.
Gilly has been in on and off line marketing for 30 years. Developed many of her own businesses and has been helping local businesses build an ‘On Line Presence’ and has been a guest speaker at many business clubs in and around her local area. She is a member of several Chamber of Trade organizations and trusted fellowship programs.