How to Create a Marketing Plan that Works! (Part 2 of 4)

By Action Coach Dave Beam

Last week we addressed THE most important question to answer for effective marketing, “WHO is your best customer?”  You ideally should have a list of several ideal customer profiles.  Not all great customers are alike, nor do they all like the same things.  So with that understood, let’s move to the next critical question; “WHERE would you find these ideal customers, especially in groups?”

For example, let’s say one of your ideal customers is a working mother with young children.  Where can you find young working mothers?  Toddler day cares would be a great start.  How about book stores that specialize in books and games for young children?  For those with older children, sports activities would be another place that you can find groups of young parents.

If you are thinking with me, you should start to understand how this information is going to be critical in creating an effective marketing plan.  You need to ask, “How can I work with other businesses that sell to my ideal customer to create a win for that business and my customer?  Once you have clearly defined your ideal customers in detail (Step 1), and know where you can find them (Step 2), then you will be ready for Step 3.

So here is your homework to prepare for Step 3.  Make a clear list of your ideal customers, and describe each group in detail including where you can find them in groups.  Some examples: Small business owners that would belong to the Chamber of Commerce, or Rotary Club, or shop at office supply stores; Grandparents that shop at toddler clothing stores;   Upper income gentlemen that may belong to a certain country club, or may be members of certain non-profit boards.  The more specific you are the better.  Once you have a great understanding of who your ideal customers are and where you can find them, then you positioned to create a very effective marketing strategy.    

We’ll consider Step 3 next week!