THINK ABOUT IT: Targeting Customers

Our brand?cannot?be all things to all people.?

If we try, our brand will come to mean nothing to nearly everyone—that is, if our positioning and messaging even registers with them.?

Marketers tend to go too broad with their selection of target customers in an attempt to generate more sales or justify an overly ambitious forecast imposed by someplace else in the corporation (finance?).?

However, going too broad will undermine brand performance—fewer sales than expected and failure to deliver the forecasted financial goal.?

We need to narrow our target selection so it takes fewer calls and impressions to drive preference and sales. It will fuel the brand’s growth acceleration rate (GAR) and lay the foundation for success.

To?make your marketing matter more,?target the low hanging fruit—people whom you can better, or uniquely, satisfy than your competitors. These are those potential customers who believe what you believe—your Brand Idea.