We know what you’re thinking: of course, you know your customer. You see (and sell to) him/her every day. But do you really know your customer? You know that they buy your goods, but do you know why? Do you know what motivates them and what discourages them? Because until you really know your customer and their needs, you’re not getting the most out of your marketing efforts.
Who is your customer or who do they want to be? What TV shows do they watch, where do they shop, what problems do they face that require solving?
Although these questions might seem irrelevant to you or your business, they’re not. They provide vital insight about your consumer that can help you connect and relate to them on a deeper level. If you are creating and promoting a product and then hoping that your customer will like it, you might try a different approach. Instead, ask yourself: what value can my business or product add to my customer’s life?
Traditionally, businesses focused on offering the best product and nothing else. Now, it’s vital to focus on creating a solution for the customer. If you know exactly what your customers want, you can position your brand to meet their needs. You can offer your product at the right time, at the right place, and for the right price. Becoming a more consumer-centric business will help:
- Develop a better customer experience
- Increase marketing effectiveness and ROI
- Improve customer retention
- Increase revenue
- Attract new customers
By better understanding your customer’s needs you can transform your brand from a product to a lifestyle. So talk to your customer, get feedback, put yourself in their shoes. Read their magazines, watch their shows, try to understand their challenges — you never know what you might learn!
Need some help with all this? Contact the DofM.