Have you ever been to an archery shoot and seen the painstaking steps the archer follows before letting loose his or her arrow? Carefully the three fingers of one hand are hooked into a strong “claw” that draws back the string until it is taut and even with the chin. With his or her other arm the archer steadily stretches the bow, pivoting the wrist slightly to keep the arrow in place. Eyes locked in concentration, the archer sights down the shaft of the arrow to the target, looking straight at the bulls eye and nothing else. Can you imagine the archer at that point, when everything is in place for making a perfect shot, just pointing the bow and arrow off in some random direction and letting the arrow fly, hoping it might hit the target somehow? Ludicrous as this picture seems, that is exactly what we do with all our efforts to build our business when we move forward without identifying our target client. We are letting loose our best shot with no target in mind. It has been said that the businessperson who doesn’t do any market research is the businessperson who doesn’t want to make money. Narrowly and clearly defining your target client is an essential step you must take for your business. Until we know WHO our target client is, we can’t effectively develop a marketing strategy to find them and reach them.
Why do they buy?
When we determine where our client is spending her time and spending her money, we can begin to understand what her needs and expectations are as well as what she values and what we can offer to her that will be in line with those things.
Ask yourself, what expectations does your target client have for the value of the product you are offering? If I choose to purchase my clothes at Siren in Des Moines I know I can walk into the shop and they will know my name. If I tell them what sort of event I am going to they are going to bring outfits to me in my personalized fitting room. My name will be written on the chalkboard that hangs on the door. Inside the dressing room will be bottled water and chocolate. They will put together accessories for me, recommend a shoe style and continue to use my name throughout the shopping experience. When I’m leaving, everything is packaged nicely. I will spend much more than I would at somewhere like Kohls, but I have an expectation of getting extra value for what I spend, right down to the distinctive packaging Siren uses that adds pleasure to my shopping experience.
Whenever I think about packaging, I remember going to the shopping district of downtown Chicago and seeing all the girls walking down the street carrying a little red bag because they went to the American Girl store for a doll. When I saw the American Girl store’s distinctive red bag, I thought about the whole experience of taking your daughter to Chicago to get an American Girl doll and having a tea party in the store, having their dolls hair done and how different that experience is compared to going to a get a baby doll at Target. There is nothing wrong with shopping at Target - I love Target! But, if I wanted to create a memory with my daughter along with the purchase of the doll, I'm going to go to American Girl, pay 5 times as much, and be happy about it!
Which experience are you giving your client? What expectations does she have for the experience she will have with your business? How does your business and your product meet the needs of your target client?
If you are stymied on how to answer some of these questions, look to yourself.
What businesses do you return to over and over again?
Who are you loyal to?
What are these businesses or services doing to earn your loyalty?
Do they remember your name?2
Do they make specific suggestions that you believe are just for you?
Do they say thank you in a special way?
Do they take care of you after the purchase with exceptional customer service?