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How to Identify Your Target Customer

Can you define your target customer? If you said no, you are not alone, most companies can not. In the 20 plus years I have been helping companies market their products and services, few can define their target customer. Identifying the demographics of your target customer is essential to improve the efficiency of your marketing. If you know who you are marketing to, you know what interests your market and can tailor your message specifically to address their needs. As important is the control to laser focus marketing efforts rather than a shotgun approach spraying pellets and hoping something hits.

Recently I asked a client to define his target market for a new APP he developed. The target customer he described limited his market to the 4 billion people on planet earth. At the time of this writing, my client has no plans to sell his APPs to beings on planets outside of our solar system. After he was reminded that his limited marketing budget would not allow outreach to four billion people he asked “how do you define your target customer?”. Very good question. It’s like that old adage, how do you eat an elephant….one bite at a time.

My clients APP was developed as a push notification system for newly released APP’s based on criteria set by the searcher. Starting with the most obvious and refine. Here are some of the basic questions one might ask in order to hone in on who is the target market for a push notification APP that finds other APP’s based on search criteria set but the user.

Much of this process is done by assumption first then the assumptions are tested for validity.

1) Does the person have to be a user of APP’s to use your product? – YES

2) Does the APP work on all devices? NO

3) If so, which devices – IPHONE, MAC, IPAD

4) Would they be more likely to conduct a lot of APP searches – YES

5) Does everyone search for APP’s – NO

6) What subjects are likely to generate the most APP searches, i.e. music apps, GAME APPS, etc.

7) Where can the APP be downloaded from – APP STORE

7) If there is a cost involved in the APP then someone must have an account and to have the ability to purchase an APP – YES

So we have already narrowed down that my client’s APP is more likely to be purchased by a person who:

Currently uses APP’s
Has an iPhone, Mac or an iPad
Is likely to be a heavy user of APP’s
Is likely to use game APP’s
Must be able to make a purchase on the APP Store

Let’s make some assumptions based on the above.

Does this description likely define a 45 – 60 year old with a smartphone? or Does this description more likely define an 18 – 25 year old gamer?

The above does not mean that there isn’t a market in 45 – 60 year old smartphone users, it just means that they may not be the lowest hanging fruit.

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Identify Your Target Customer