How to find your marketing target

When small businesspeople search for their marketing target, they may actually end up with several marketing targets.

This conclusion may be reached after a creative session or two in which the initial and bigger target audience is found to have several different profiles that overlap.

The trick is to elicit results from smaller market segments in your business that are most likely to buy what you have to sell.

By focusing individual ads on a number of these segments, you can hit their needs more precisely and get better results than you would from a more general type ad. Even the big retail Sunday circulars consider each page (or fraction) as an ad, breaking up offerings by product line.

In addition, it can be helpful to examine your customer list (if you have one). You might find that sales in one department are very strong and come from a certain type of people.

As a small businessperson, you get to know your customers, their backgrounds and tastes.

Most people dismiss the polite conversation about products and needs while waiting on someone, either in person or on the phone.

Instead, the salesperson should be writing this information down so they can look at customer comments and requests on a regular basis. Then, it's simple to see the 15 requests last month for a particular item (or service) that you didn't have on hand.

This is how opportunity knocks and another marketing target is born!

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