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If someone asked you who you market to, how would you respond?

If your answer is you market to ?everyone,? then read on to find out why this may not be the best approach for your business.

Marketing experts concur that one of the most effective ways to market your product is to clearly identify your target market.

Businesses that incorporate this strategy in their product launch efforts will have a greater chance of attracting customers who are more likely to buy their products and repeat customers who remain loyal to their brand.

Here?s why.

1. During the product development and pricing stage of your launch, defining your customers may determine how you should present your product?s form, features and functionality AND the price of your product.

If you think your customers are used to buying high-end products, then you should make sure you deliver a product that is perceived as a high-end product and close to what they?re used to buying.

Conversely, the price of your product (how much you need to sell it to make a profit) may also affect how you should define your target market or your product?s features and functionality. If you have to sell your product for $100 to make a profit and you know that your current target market will not be willing to spend this price, then you either have to market to a different audience or modify your product to make it more suitable for your customers? price expectations.

2. You need this information when choosing where and how to spend your advertising dollars. Targeted advertising campaigns are much more effective if you know exactly to whom you should be marketing.

Just think about this. Would you want to buy a print ad page in Vogue if your customers are skateboarders? Would you want to buy a banner ad in a mommy blog if you?re marketing to teenagers? Would you want to buy a TV spot at Lifetime Channel, for instance, if you market to males who are into extreme sports or a radio spot that airs late at night when you?re targeting people who have the tendency to go to bed early?

You get the point. The more information you have on your ideal customers, the more effective your ad buys will be for your business.

3. When writing marketing copy for packaging, advertising, catalogs and your website, you want marketing messages that speak to and engage your target customers. You want to make sure that your audience can relate to the message.

Knowing their demographics, their lifestyle, what kind of language they use, what music they listen to, what events they attend, what they like to do are some examples of ?profiling? that can assist in the way you tailor your marketing messages.

4. Profiling your customers can also assist in branding and positioning. Your positioning statements such as your mission statement, taglines, compelling story should resonate with your target market. As far as branding, your target customers may be more attracted to certain colors, fonts and even names, so this can help with how you design your website, packaging, etc.

The best way to get to know your customers is to create an ideal customer profile.

I?ve listed sample questions to consider when defining your ideal customer. Of course it all depends on your product.

• What age group and gender do they belong?
• What specific segment of the population do they belong (i.e., gays/lesbians, baby boomers, genXers, teenagers, infants, etc)?
• What level of education did they complete?
• What is their average household income?
• What is their marital status? Do they have children?
• Where do they live (i.e., city, suburbs, farms, etc)?
• What television shows do they watch?
• What are their buying patterns and spending habits?
• Where do they hang out?
• What events do they attend?
• Where do they shop (i.e., brick ?n mortar stores, online)?
• What retail stores do they usually frequent?
• What brands do they like?
• How often do they shop?
• On average how much do they spend on i.e., a pair of shoes?
• Do they have pets?
• What types of products do they buy that relate to your product?
• Where do they spend most of their time (i.e., internet, video games, traveling, movies, outdoors, etc.)?
• What are their values?

An easy way to create your ideal customer profile is to think about your best customers. Use them as an ?avatar?.

Here?s an example of a customer profile.

?My ideal customer is a single or married female in her 30s and 40s. She?s educated with a median salary of $60K per year. More likely she follows a spiritual practice. She meditates. She probably also practices yoga, pilates or qigong. She gets a massage regularly. She takes care of her body and prioritizes her well-being. She is hip, modern and fashionable. She loves to travel and experience different cultures. Her favorite brands are Lululemon, Gaiam, West Elm, Target. Her favorite magazines are Women?s Health, O, Marie Claire. She loves to read books from the likes of Marianne Williamson, Deepak Chopra, and of course, Oprah. Her favorite shows are xxxxx. She?s an avid xxxxxx?..?

You get the point. The more detailed you can get, the better.

By defining your target customers you will clearly understand who they are, their patterns and behaviors, which in turn will allow you to develop a product that serves them well and launch a campaign with marketing strategies that will attract them and bring in sales for your business.

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Karla Ilarde is The Product Launch Partner. Through her consulting and mentoring business, Karla guides and supports inventors, entrepreneurs and manufacturing business owners how to become prepared and well-positioned for retail success using proven manufacturing, marketing and sales strategies and solutions. To get your F.R.E.E. Product Launch Success Kit and receive her bi-monthly articles, where you?ll get insights and information on how to launch, market & grow profitable products with confidence and success, sign up on this page right now and get these valuable tools delivered to your inbox instantly!

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