Everyone is NOT your customer!
December 12, 2011 Leave a comment
Whether you like it or not, everyone is not your target market.
This is true even if you sell something everyone needs, like water, clothing or food. If you think everyone is your target market, we need to talk.
Now this does not mean that you will turn away a customer that is outside of your target market who happens to walk through your doors and hands over their business to you. However, by targeting your customer, you are focusing your time, efforts, and your marketing dollars in a way that is most effective and efficient to grow your business.
The best example I use is McDonald’s and Hardee’s. For both of them, especially Hardee’s, their primary target market is 18-25 year old men. Because they know that a large percentage of their customers fall into this category, a large percentage of their advertising is directed at them. However, if a 35-year-old “Soccer mom” appears in the drive thru at the local Hardee’s, the order taker is not going to tell her to move on.
Have you defined your target market in a broad sense? If you have, you may want to reevaluate it based on your best customers.
–J. Nolfo helps companies understand their customers though a variety of market research strategies. He has over ten years of experience of market research for strategic planning purposes. He is the Director of Research at Rhino Market Research. He shares his thoughts about market research and business concepts with his blog “Pensare…Understanding Market Research in Business“. If you would like to discuss this blog or how J. can help you understand your customers, email him at firstname.lastname@example.org.