25/03/2020
Who? What? Where?
This is a fundamental of good marketing research and the starting point for every campaign that you will ever launch. It doesn't matter if you are entrepreneur, author, a yoga teacher, designer or any small business owner the same rules apply. It is important that you write down these questions and answer them in great detail.
WHO?
Who is your ideal client? How old are they? Are they single or married? Do they have children? How many and how old? Where they go on holiday? What car do they drive? Where do they shop? What they love and what they hate? What do they do in free time? From those questions you can build up idea of your perfect client. Write down everything that drives and defines their life.
WHAT?
What exactly are you selling? Choose something that you are good at, that moves you and stick with it. You will always produce your best work creating something that you care about. Become the best, the very best in one field and allow the other work to come and go as it pleases. Don't be afraid to create your own niche or genre.
Once you have defined your specialist field you next need to decide how you are going to approach the sale and think about the practical elements of supply and production. You need to ensure that your products are appropriate to your ideal client.
WHERE?
So you know everything about your potential clients and the products that you are offering. Now it's time to define where you should go to find them. The advertising mediums you decide to use are very important in your unique marketing strategy. The approach that you take when marketing to a public member are very different to business-to-business situation.
Think creatively about cost effective ways you can find your clients. Consider social media, specialist publications and door to door mail drops. If your clients have children then schools and nurseries are a good target or even children centres or baby stores.
Good market research will create a road map for your entire campaign. It is important that you will go through this process and re visit the reaserch on a regular basis, at least ones a year, because it will change and you need to change with it.
