Knowledge is Power

Ways to maximize the value of your customer profile

Once you have a strong understanding of your typical customer profile, you can begin developing a marketing strategy. Confidence in your knowledge of what your customers want and how they think is essential to building a successful marketing plan, but how do you get the most value out of the data and information you've worked so hard to collect? Here are three tips on how to make the most out of your customer profile:

1. Stay on target. Targeting specific customer categories is much more effective than using a broad approach. Since you already know the kind of customer you're looking for, you don't need to aim at customers who aren't ideal. Targeted marketing plans are more cost-effective. If you own a high-end art gallery selling expensive prints, for example, don't waste your marketing dollars on attracting customers who are far below the income level of your ideal customer. The same goes if you offer any kind of high-end premium service, and of course, the opposite might apply if yours is a price- and volume-focused business.
2. Always keep customers in mind. Check your profile every step of the way when making marketing plans. Distinguish your product from the competitions' by designing a strategy that directly targets your profiled customers. If you own a craft store that appeals mostly to an older demographic, reflect this in your marketing to set yourself apart from stores that are more focused on younger customers or students. Use your customer knowledge creatively to differentiate your businesses from other companies.
3. Get your customers excited. Think about what you can do to go above and beyond to really "wow" your customers. If you have a graphic design firm, for instance, include a T-shirt or mug printed with the new logo you've designed for your client. If you own a car repair business, consider giving cars a quick clean before you hand the keys over. Keep your customer in mind, and customize your business to keep them excited about doing business with you.