Wrap with a bow
Over the passed few months my columns have been about Marketing including Public Relations and Advertising. In this column I thought I could wrap it up with the subject of Customer Selection.
I was reading an article by Rob "Spider" Graham who is the founder and CEO of Trainingcraft, a provider of digital advertising, marketing and sales consulting and training solutions. He outlined five steps to identifying your ideal customer and I will attempt to tailor his steps to our Food Service industry.
Step 1: Acknowledge that you have a specific target audience
If you are planning to open a specific type of restaurant/business you need to know that your target audience is near the location you are contemplating. For example if you want to attract the 21-39 age group to a casual dining concept you don’t want to open in a warehouse district with no dinner traffic possible. Identify your target audience and don’t assume those out of range will come too.
Step 2: Determine what criteria you intend to use to identify the consumers you most wish to reach
Do the research to identify your target audience and the ways to reach that market. Know that customers of a certain age, location, gender are indeed potential customers for your product. Once you determine the right demographic you need to decide on the proper method to reach them. For example if you are a wholesale produce company and your customers are retail produce markets, taking a billboard on I-95 will not reach the proper buyer with your company message. That same wholesale Produce Company would be better served by advertising in a trade publication read by his customers. Make sure your message is one your audience will be receptive to.