Figuring Out Your Perfect Customer.

Figuring our who your perfect customer is is a key part of understanding your business and creating strategy and branding that works.

In the news over the last few months was Cristiano Ronaldo removing bottles of staged (for advertising) Coca-Cola during a Euro 2020 interview before announcing that we should be drinking water instead. This is a clear example that even an amazing product, in front of the wrong customer will not work.

Here's some things to thing about when trying to figure our your perfect customer and then target them:

1. Picture them in your mind. Are they male/female? old/young? high earners/lower earners? What do they enjoy? What hobbies do they have? What are the spending habits etc? This serves as a good high-level picture.
2. Now you have a picture in your mind of your "perfect customer" - where would you find them? Both physically and virtually? Where do they shop? What groups are they part of? What pages do they comment on?
3. Now you have a clear picture and narrowed down where to find your perfect customer, it's about figuring out how to peak their interest. Using polls, questionaries' and research to harvest data will help you do this:

• What other brands do they like? Do your research. Do your customers "like" or "follow" other brands on social media? How does that brand feel? Ask them what their favourite brands are and why in a poll or questionnaire.
• What are the problems/challenges they're facing that you can solve and where do they go to try and solve their problem? Do they heavily use social media, ready magazines? Blogs? Google search? Using polls and customer research can help narrow this down.
• What are their goals? What do they want to achieve and how can you help them achieve it? For example, they want to feel good whilst getting fit so your new line of fashion gym wear can help them achieve that. Again, polls and research can help you figure this out.
• How do they speak? When asking questions on Facebook groups or engaging on social media, what are the key phrases or words they using? List them and use them in your content.
• What are their habits/life style? Picture a "day in their life". Do they mostly work? or are they more likely to be at home? etc this helps you narrow down when they are most susceptible. As an example if you target customer is a business person that commutes on a train 8am - 8:40am daily the likelihood is they'll see your consent during this time because they'll read a paper or scroll on social media, so post it then! However, if you think your target customer is a stay at home parent then the likelihood is this will be a bad time to post your content because they won't be engaging with social media being busy with other things.

Now that you have researched these considerations and have good idea of what your perfect customer looks like, where they hang out, what type of brand feel they like, what their goals are and how they try to solve their problems you can focus on using this data to produce an insightful strategy to get your product/service in front of them.