Customer targeting is an important part of any branding effort. Here I define client targeting and demonstrate its place in an overall brand campaign.
A definition of client targeting:
Customer targeting, or simply targeting, refers to the seller of a product or service going through the stairs of specifically and clearly profiling the types of clients who will likely want to buy that product or service.
Offline Marketing
A comprehensive visibility of the target client group power admit such factors as geographical location, income level, level of comfort with hi-technology, whether they drive an automobile, what type of music they listen to, and/or many, many others. It is important for the seller to pinpoint what qualities are most pertinent about the product or service in terms of how those qualities power affect who purchases it. At that point, the seller can proceed to build a solid visibility of the target client group, or segment.
Sellers can realize three important benefits from taking the time to visibility their target clients. First, they can tailor the features of their product or service even more precisely to the necessarily of the target client segment.
Second, they can more specifically call bent or speak to their target clients in their ad campaigns, thereby allowing the seller to more directly get the attention of the people who power actually want to make a purchase.
Third, client targeting can save the seller a tremendous sum by allowing the seller to develop more directed and efficient ad campaigns. By only contacting people inside the target client segment, the seller can afford not to buy dearly-won TV or newspaper placement and can instead put her advertising budget into more focused pieces such as direct mail, geo-targeted pay-per-click (PPC) advertising, and opt-in e-mail campaigns.
Targeting is an important step in an overall brand campaign. In terms of sequence, it should occur after the seller has developed a brand identity but before formulating tangible image associations, creating electronic messaging and logos, determinant advertising channels, etc. If carried out early enough in the product development cycle, the results of the client targeting can be accustomed fine-tune product or service features, influence the marketing efforts, and inform other client-facing materials.
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