Know Thy Customer

When you are planning a marketing campaign, there is one step that is absolutely essential. It doesn’t matter whether you’re planning to use leaflet distribution, email marketing or any other kind of tactic to get your message out, you simply cannot afford to miss this step.

This vital step is, of course, to know who your customers are.

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Why Customer Profiling Works

Whatever your product or service happens to be, customer profiling helps you to sell it. A good customer profile tells you who your customers are, why they would be interested in what you’re offering them, and where to find them. It means that you can market to the interested, instead of shouting into the wind.

Assuming that your product or service is something that everybody will want is often a mistake. (Even if you’re giving it away for free – yes, U2, we are looking at you.) To those who aren’t interested, your brand becomes associated with unwanted spam. For some products and services, it may even risk being offensive – like marketing pork to Jews or Muslims.

However, if you know who your customers are, you know why they would want your product or service, and you can tailor your messages to suit them precisely.

How to Profile Your Customers

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Profiling your customers is not just a question of thinking about who you’d like to buy your products; it’s also a question of who actually is buying your products. You’re not likely to come up with one single profile that fits all your customers; you should end up with a few profiles, each of which can be targeted in different ways.

One important thing to consider is how people use your products or services – and bear in mind that this may not always be the intended use! Sometimes, you may find that a large sector of your customer base is putting your products to an alternate use, and that’s something you should be catering to properly, and targeting in your marketing.

You also need to think about what needs your product or service is filling for these different customers; why they’re looking for what you’re offering.

With that in mind, you should then be able to work out the kind of demographic (age, gender, income etc.) that they belong to. This will help you to understand where to find them, both physically and digitally, so that you can target your marketing in the right areas.

Here at Direct Letterbox Marketing, we offer demographic profiling to help you identify the best and most relevant areas for leaflet distribution to ensure that your marketing campaign is a success. For more information, get in touch with us on 0800 028 6353.

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