2015 NCET Expo: Sarah Porter - How to Identify/Find Your Customers

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How to Identify and Find Your CustomersNCET Educational Sessions – Hosted by Reno-AMA


1. Understand what need your product or service fills2. Identify the target audience 3. Map out the buyer’s journey

First 3 Steps in Your Marketing Journey

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What need does your product/service fill?


• What need do you fill?• What is specifically special or a point of differentiation? • Who is your competition? What do they do well? Who shops there?

• Who is most likely to need your products and services? • What are the characteristics of the people who already buy from us?• Be realistic about who you are and who you serve.

Ask yourself these questions:

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Who are you talking to?

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What are the demographics of your target?• Gender• Age• Income• Geography• Education level• Marital or family status• Occupation or Industry• Ethnicity

WHO they are

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Consider the psychographics of your target• Personality• Interests or hobbies• Attitudes• Values• Political leanings• Behaviors• Lifestyle

HOWthey think

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How do I find all this information?• Try searching online for research others have done on your target

• “What motivates people to _________________”• “What do people want in a _________________”• “Why do people buy _________________”

• Search for magazine articles and blogs that talk about your target market or that talk to your target market

• Search for blogs and forums where people in your target market communicate their opinions

• Toggle over to “Images” on your Google searches• People love to publish their infographics and graphs

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There is a lot of good stuff from big data guys like IRIand AC Nielsen

Try Googling phrases like:• “Nielsen {beauty products} survey”• “Neilsen {loyalty programs} survey”• “IRI {snack} industry”• “IRI Neilsen {women’s buying power}”

How do I find all this information?

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http://www.iriworldwide.com/en-US/home

http://www.nielsen.com/us/en/insights.html


How do I find all this information?• Look for survey results, or consider conducting a survey of your own

• Survey Monkey• Metrical• Add a field to a check out or contact form that allows you to collect

demographic info• Ask your current customers for feedback

• Email survey with incentive • Quick 1-2 questions at check out • Interview your most loyal patrons

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https://www.surveymonkey.com/

http://www.getmetrical.com/


Breath life into your target audiences. Make them real so that you remember who you are going after and who you are not.

Build Your Personas

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Lady Gaga


Gaga spends most of her effort on just one percent of her audience, the

highly engaged superfans who drive word of mouth. Despite her tens of

millions of followers in social media, she focuses on the die-hard fans that

make up a small but valuable part of the fan base. It’s these fans who

will evangelize for her and bring new fans into the fold.

Focus on your one percenters

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More often than not, brands and businesses that struggle are the ones who loose sight of their target audience.

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"Boutiques/streets, wi-fi, juice bars with smoothies and coffee; no long-term

customer of JCP cares about all that crap. JCP got away from what it did

best.”

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Let’s say we own a lawn company…

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“I want to have a beautiful yard but I would rather do anything else besides mow and fertilize my lawn on the weekend.”Demo:- Age: 38- Homeowner, Married with Young Children- Income: $75K- Geo: Reno, Sparks, Carson- “White Collar” Professional Personality:Active family man who is very busy and wants to do something like watch TV or play video games with the little down time he has. John has pride in his “castle” and sees the value in paying a professional for chores and jobs around the house.

This is John

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The journey of your buyers


• Determine how your product or service will fit into your target's lifestyle• How and when will your target use the product?• What features are most appealing to your target? • What media does your target turn to for information? • Does your target read the newspaper, search online, or attend particular events?

Map out the answers to these questions

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These answers are your messaging

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These answers are your marketing tactics

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The Buyer’s Journey

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Now back to John…

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• Frees up his time• Ensures a great yard with no sweat equity from John• Works with his schedule • Becomes a piece of his life that he just doesn’t have to worry about

How do our services fit into John’s life?

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• Service is seasonal April/May - October• Need to get the awareness out in early spring when the weather gets nice

and he is dreading that lawn mower• Weekly regular service with seasonal 1 or 2X services, e.g. aeration, spring/fall

clean-up, fertilization, pre-emergent, etc. • Incorporate these into packages. John does not want to worry about

scheduling these services on top of everything else. He wants to write you a check and have you handle it. You’re the expert.

How and when?

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• Set it up and don’t worry about it again• On time and trustworthy• Yard looks good• Value is complementary to the price

What’s most appealing to John?

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This is where personas shine. Where is your target already? How can you best reach them?How much budget do you have? Is there an awareness gap or a transaction we want? How will you track success of various media outlets?

What’s media does John consume?

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• Broadcast, but only around live events• SEM, key adgroups of benefit vs. pain• Display, target distribution networks for gamer, sports and news sites • SEO, content, content, content• Retargeting, recapture website visitors• Social, Yelp and Linkedin• Direct Mail, specific promotional offer• Loyalty or Referral program

What media does John consume?

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Once you have your media outlets, figure out what will hit when.

Flight it based on seasonality, etc.

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Your media mix is not an exact science.TRACK EVERYTHING and pursue those outlets that give you the greatest ROITEST content, subject lines, graphics, offers, etc.

Trial and Error

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Why are you different/what need do you fill?Who is your 80/20?How will you reach them?

So remember…

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“Know thyself. Know the customer. Innovate.”

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