Your target market is the playground you give yourself. To fully understand what we are talking about when we talk about customer targeting, we must distinguish A natural market, which brings together all potential buyers, without distinction. A target market, on which your investments in marketing and communication are concentrated.
This marketing targeting, therefore, boils down to favouring the most interesting audiences, relative to your product promise and according to the competitive intensity specific to the area you are targeting. The marketing definition of customer targeting, stated thus, is more common sense than high plan! The difficulty is in the implementation. “. My target market is largely the one I give myself. On which I believe to maximize my efforts/benefits balance, after an analysis where the pros and cons are carefully weighed. Magical?
Client targeting: knowing your initial assets
Your target market may not be entirely in your current market, defined as all of the people who have purchased at least one of your products in the past 12 months. However, your current market is a good basis for identifying the most promising profiles. Use all the resources you have to link profiles and behaviours. Also, provide yourself with the means to analyze the data stored within your management information system to accurately value the profiles that you believe should appear as a priority in your target market. Let’s imagine that you are the head of an organic store. It is possible that your clientele is composed of a majority of men between the ages of 25 and 55, quite simple. Your natural market is the consumers, mostly men, who come because of your location. Your target market could well be the organic women who work in the neighbourhood. Then it’s up to you to determine the most effective actions to attract them more.
Customer targeting: measuring the competitive intensity
Marketing targeting suggests that you be particularly interested in “organic women lovers who work in the “neighbourhood. Very good. But the risk is that your observation will be shared by the two other organic brands installed in the same catchment area.In this case, you have an alternative:
Continue on this path, strengthened in your judgment. You just have to share the big cake between 3. Whole wheat, of course. Take a step aside, by diving back into your studies and your statistics. To learn, for example, that the young men in your clientele would be happy to buy as much as their colleagues, but that they do not want to carry the groceries. The solution, especially if you feel that your competitors have more power, more seniority, a better location, in short, that you are not fighting on an equal footing, it may be to define your target market as the “young organic men who love work in the neighborhood”. And to offer them a delivery service.
Customer targeting: analyze your value promise
Does “young men who are organic enthusiasts in the neighbourhood” constitute a precisely defined target market? We can possibly consider continuing the work, this time from our assortment