Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Top 5 Customer Types and How to Market to Them

November 16, 2011 By Kim Perila

Today’s customer has a lot of control and influence over a business’ success. But when you say “customer,” who comes to mind? Maybe you're thinking about the person researching products and services via your company website. Or the loyal repeat buyer. Or the person who gave you a try for the first time last week. Or maybe you’re thinking about the person that used to buy quite often but hasn’t been back in over six months.

There are a lot of marketers who, instead of focusing on specific customer profiles, are focusing on features and benefits and the key attributes of their products or services that might resonate to gain mind-share. But to achieve true customer engagement—the type of engagement that companies will care about in the long-run—there is more discipline and analysis to it than that. It starts by defining and understanding which “customer” you are really talking about and the opportunity that lies ahead to create true value exchange—the value proposition for the customer and value for your company.

Here are five top-line customer types and the opportunities that exist to truly engage them and move them through their lifecycles:

Suspects: You might think of these individuals as the customers who aren’t even aware yet how much they need your product or service. Even before someone becomes a prospect, there are individuals that can be identified to have a need (or are about to have a need if you are talking in terms of life events), but might not be aware of your brand or product. Or, they are aware, but haven’t been in contact yet.
• Opportunity: Be clear about your value proposition so the right audiences can easily find out about you and understand how your solutions fit into their life.

Prospects: The No. 1 target of our acquisition efforts, prospects are known and by this point are typically either in contact with a sales representative of the company or in some other way have reached out to learn more about your brand and products. 

 

SPONSORED CONTENT

MORE ON DATABASE, LISTS AND CRM >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: