Marketing is a lot like playing darts; even though you don't hit the bull's-eye every time you can still win with the most points. Most detailers don't know who their target customer is, or who they want to attract to their business. With target marketing the goal is to continually aim for the bull's-eye, the market that will give you the most business for the least amount of money, time and effort expended.
The first step in target marketing is to walk a mile in that customer's shoes. For example, profile them - Who are they? What do they do? Where do they live? What do they drive? On what do they spend discretionary income? All of these things are key indicators on whether they would purchase detail services.
Target marketing is all about locating your best prospects. You can call it treasure hunting. The problem however, is time; you don't have a treasure map to help you. But you can create that map by looking at your key marketing and support materials, then comparing them to those of your closest competitors and customers.
Involve some of your people in marketing and advertising planning by asking them what they know and think about existing customers, and who they �think� are customers for detailing. Ask about challenges and opportunities as they see them relating to potential target markets and existing customers. Determine which target market has the most growth potential, so you can allocate your limited resources more effectively.
For me, nothing is more valuable than talking to detail business owners to better understand them and how they think, if we are to help them. This same exercise can be practiced with your detail customers in order to make the necessary shifts in your marketing efforts. Keep in mind your loyal customers can help you with more than you can imagine.
To understand the customer requires exhaustive research, but it is essential. Remember, it starts with walking a mile in your customer's shoes. Of course this is easier said than done for most detail business owners. The best way is to attach a direct-response mechanism to all of your advertising. Include a phone number and Web site with 24/7 contact capabilities on every message you send out to your target market.
This means hitting your target from a placement perspective. Most people walk a mile in their customer's shoes only in terms of the message.
Ask yourself or others outside the business, if your message hits home with your target market? Spend just as much time considering where your target market lives, as compared to the time you spend determining how your message is received. Ask yourself, "Does my audience read the newspaper or do they listen to the radio? Or, is the best media direct mail?
If you can afford TV, which TV audience do you want to reach?" You must look at audience shifts and dying mediums. They certainly exist, and many of you are still participating in them.
Find out from your customers what they read, listen to, and how they learned about you. You may find it is direct mail, weekly newspapers, radio stations when you thought it was something else you hadn't considered. You must realize that other than direct mail, you will be trying to weave your marketing message into someone else's entertainment or editorial format.
Don't be afraid to pick up the phone on an inbound call, and talk to the prospective customer about their habits. With as much time as most detailers spend with a customer before closing the sale, you could accomplish a great deal of market research by asking questions. It's amazing how much you can learn about your target markets when you talk to prospects; however few detailers utilize this opportunity.
Don't just ask your customers, "How'd you hear about us?" when so much more can be gained. Best of all, it's absolutely free. You are in the unique position of spending extended periods of time with your customers. Use it wisely. Develop questions that go beyond a table that reads, "How did you find out about us?"
Why not ask every customer to complete a consumer survey. You could give them something for doing so (like a free car wash), but you probably won't have to because most people enjoy participating in surveys. This also allows you to kill some awkward waiting time in the process. You have a sure fire way to walk a mile in your target market's shoes.
Maybe some of you are already doing this, if so; take it to the next level. Find out about your target market's habits. How do they get their news, entertainment, sports and leisure activity? Delivery mediums are changing and detailers are going to have to adapt. My suggestion is to get ahead of the curve, by working even closer with your employees and customers.
Start asking different questions, and use what you learn to hit the bull's-eye every time.
