Las Vegas Small Business Strategies|Marketing Coaching|SEO, Websites, Strategy

photo credit: Foraggio

I was sitting in a potential client’s office today discussing a proposal I had I had given him. About half way through our meeting he began to ask for my opinion on his radio script- quickly followed by his tv spot- that he was about to run.

I told him they both sounded great but who are they targeted at? The radio ad appeared to be geared towards a female buyer.

I asked him if his ideal buyer was a female? And his answer was no. I then proceeded to ask him if he could describe his ideal buyer and he said yes. He went on to give me the generic demographics about age, family, income ect.

When I asked him the key questions like, “is there any timing when someone purchases your products, like during tax season, or do they tend have just come into a windfall of money?” He wasn’t able to answer.

I then asked have actually ever surveyed your clients to find out what are their hot words? What magazines do they subscribe to? What tv stations do they watch? What Radio stations do they listen to? He answered, “no”.

I see this all too often, small business owners will start a new marketing campaign (tactics) without really knowing who their target audience is(strategy).

If you were to go fishing for shark in the same spot as you would a rainbow trout? Would you use the same kind of bait for both? The answer is no. The same holds true for marketing.

It is far better to spend some money up front to really know your audience (strategy) than waste your money on advertsing and promotion geared at the wrong audience(tactics).

The easiest way to find this information out is to survey your clients. I don’t recommend you do it yourself. I recommend creating an anonymous survey form if done through email. Or even better, have an outside firm do it for you.

For a free 30 minute consultation or to find out about our Client Advisor Board (client survey) send an email to admin@stickymarketingsystems.com