It always baffles me when I work with clients who feel more comfortable sharing information about sourcing, websites, social media, and KPIs rather than the psychographics of their target customers. How can you market your product or service if you don’t understand what makes your customer tick?
Can you answer the following questions about your target customers?
- Where do they shop?
- What is their aesthetic?
- Do they have children? How many?
- Are they married? To whom?
- Where do they vacation?
- Where did they go to school?
- What do they dream of doing during their downtime?
Answering these questions (and many more) is how savvy brand marketing teams begin creating profiles of their customers. For example: Jane is a divorced working mom who drives a minivan and went to Fresno State. She works in finance, brings her lunch to work, does yoga twice a week, and shops on Instagram. Using Jane’s profile, a marketing team can build a creative and strategic campaign that will engage all of Jane’s senses and trigger her attention.
There are other data-driven ways to discover what motivates consumers, but we’ll save that topic for another post. If you take away nothing else from this post, I hope it’s this: Respect your customers enough to research the best ways to understand and approach them.