You're used to hearing this, I'm sure, in many introductions to marketing & advertising.
What is the average sex, race, age, etc, of my targer audience?
People in the repair community ignore this, because, frankly – it DOES NOT apply to us! People are not choosing to buy Proliant servers instead of Thinkservers based on sexual orientation, or gender, or age, or poltiical affiliation.. they're just not.
For this reason, many repair companies ignore the target demographic. Many SMALL BUSINESSES ignore the idea of catering to a target demographic, because they do not believe their products or services can be pigeonholed to one such demographic.
This is a big mistake, because there are many more metrics OUTSIDE of sex, race, age, gender, political affiliations, etc.
Think of a target demographic as a group of people you would consider your ideal client. Take the ideal client – the client you make a healthy profit from while doing sustainable business(meaning, you're not ripping them off, or doing a one-time-sale based on special circumstances).
Who are they? Are they your ideal client because they value something you offer that others do not offer? Are they your ideal client because they share your philosophies?
Allow me to create an example, with our business. My ideal client is someone who is
A lot of people have this mistaken idea that if they have a target client base, they will get less customers. This is the wrong way to see it. Allow me, through a terrible illustration, to get my point across.
The business with marketing specific to their demographic did not receive any type A or type C customers, but they received 30 type B customers.
The business with generic, copycat marketing received customers from all demographics, but it only totals to 10 customers!
I used the word copycat marketing. Allow me to explain that that is.
Copycat marketing is when you see what everyone else offers, how everyone else markets their business. You grab a little from this guy's website, a little from that girl's commercial, and you have your marketing material. You have your website, you have your online ads. Great, right?
No – you have the same shit everyone else has. Nothing differentiates you from anyone else. You have all the material necessary so someone else will think “ok, they do X.” You have NOTHING in your marketing to get them to think “they do X – AND THEY'RE THE ONLY ONES WHO WILL EVER DO X FOR ME!”
Your marketing MUST incite that type of desire in someone in order to be effective.
My business is built around making my ideal client happy. My marketing is based on attracting my target customer.
The beauty when everything is in sync – and I don't mean iPod/iPad/iMac/iCloud/imeth integration a la apple products, is that BUSINESS BECOMES EASY.
My employees are liked by the customers. My local marketing brings in people who will be made happy by our policies, and keeps people from walking in who do not appreciate how we do business.
Which direction we go in – who I hire – what policies I put into place, is all based on our ideal client. Without an ideal client, a target demographic, it is very difficult for a business to grow without collapsing on itself.
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