Identifying Your Market

Who does your marketing target? Does it target anyone............maybe everyone?? With a concise understanding of your target market, you will find that your promotional efforts are more efficient and more effective. Once the target population as been defined, then you can begin to shape your message. It is imperative that the design of the promotional vehicle actually appeals to the intended receiver. The great thing about molding the message, is that you do not have to change the product. Every wonder what the difference was between a department store perfume that may be a few ounces, dressed up in pretty packaging, and sells for hundreds of dollars? Versus perfume that can be purchased in a drug store, has basic packaging, is 16 ounces, and may sell for $5? The answer is perception. Manufacturers manipulate consumers by creating a seemingly exclusive or scarcity environment for their product. I mean how much of a difference does it make to go from 3 blades to 4 on a razor? Individual markets can be penetrated by changing the perception formula. Whether your market consists of status seekers (who exhibit status through conspicuous consumption), innovators (who like to be the "first" or on the cutting edge), or cost conscious (who seek value for their money, and prioritize their purchases), perception generated through packaging and specified message delivery is critical. Know your market. Target accordingly. Remember that effective marketing is about manipulating the message and controlling perception. Fitness Mastermind Group principle: Market like a sniper rifle, not a shotgun!

"If it doesn't make dollars, it doesn't make sense!"