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Target Market, Who, Why, When,
Where?
As Japanese management guru, Kenichi Ohmae says, “There’s
no point rowing harder, if you’re rowing in the wrong
direction”.
The first step in formulating a marketing communications strategy
is to identify, analyze and ultimately understand the target
market and its buying behavior.
There are three key groups of questions that need to be answered
before any marketing communications can be carried out:
- Who is the buyer (target market and decision making units?
- Why do they buy (or not buy) a particular brand or product?
Most difficult to answer.
- How, when and where do they buy?
Products and services are bought for a range of different reasons
or benefits, some conscious, others unconscious, some rational,
other emotional. Many buyers buy for a mixture of reasons.
Contact us today for online marketing advice, information and prices.
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