Following on from yesterday’s post about finding the right people to market to, today we’re going to take two quick examples of most likely customers.

Example A:

A website providing video training for secondary school students studying for exams. Every secondary student taking exams could use the site but who are the most likely?

First off, the most likely customer is probably Internet savvy and used to using sites like YouTube.

Their problem is that (a) they want to do well in their exams but (b) they’re struggling with a few points. Thos students will get the most benefit from the service on offer – not the highfliers in the class who already know the subject and not the students who don’t care.

With those points in mind, the marketing team can focus their communications on that segment of the student population.

Example B:

A retro / vintage clothing store. Again, anyone could buy vintage clothing but marketing to everyone would be expensive and time consuming.

The most likely customer is probably someone who is fashion conscious but is looking for something more unique than what’s on offer on the high street. Their problem, finding something unique. Your solution, we stock one-off pieces that you’ll not see anywhere else.

But where do you find these people – and, in turn, how do you market to them?

If finding unique style and fashion is their problem, how else might that impact on their lives? Does it suggest the kind of music they will listen to or clubs they will go to? Does it suggest the kinds of jobs they will have or the magazines they will read?

The more you know about your most likely customers, the better and more effectively you can target your marketing.

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