Take Command of Your Brand: Determine Your Target Market & Target Audience
As a small- or medium-sized business owner, it is important for you to attract as much business as possible. One of the most effective ways to do this is by taking command of your brand and using it to reach your target market and target audience. Doing so can be a difficult task because it can be hard to decide who exactly you want to market your brand toward.
To help you define your market and audience, our uniform supply store is pleased to offer the following tips and advice:
- Analyze your current customer demographics. The first thing you want to do is take a look at your current customers. What age groups buy which of your products? Is there a specific age group that spends the most? Out of this group, do men or women buy more at your business? Your objective is to identify the characteristics of your customers.
- Take a look at your competitors’ customer demographics. You want to also consider what types and groups of customers buy from the competition. Do these customers have the same demographics as your customers? If not, are your customers more of a niche segment? Could you target these groups and draw them away from the competition?
TIP: Not every business needs a niche market, but every business should have a target market and audience.
- Sometimes you need to change your target market and audience. As markets change, you, too, can alter and expand your customer demographics. When you first opened your doors, you may have attracted a large number of customers from all age groups and demographics. Yet once the “newness” of the business wears off, you will start to notice certain groups that frequent your business, and these should be the ones to market toward.
TIP: You will want to adjust your marketing if you notice your target group is no longer your top demographic group.
- It is always a good idea to make sure you are marketing toward one specific market group and audience. You are better off attempting to meet the needs of one group instead of trying to meet the needs of each of your demographic groups. If you try to meet the needs of all of your demographic groups, you will find your brand messaging starts to become less consistent.
TIP: Focusing on one group allows you to strengthen and build a connection with your target customer base and creates more consistent brand messaging.
How to Expand Your Market Reach to Customers Outside Your Target Audience
It is common to want to try out new methods for expanding your market and reaching new customers. Sometimes you might realize a different demographic would be a better target market to focus on. You do need to be careful with trying out new marketing methods, so as not to neglect your current customer base.
One of the more effective ways to expand your market reach is to start using business uniforms with your company name, logo, or brand on them. When your employees are wearing the uniforms outside of your business, like when stopping to get gas or buy groceries, they are providing free marketing for your business, which could help attract new customers and expand your market reach.