Donâ€™t Lose Sight of Who Youâ€™re Really Marketing To
My guess is that when you first sat down before your company opened up you spent a lot of time figuring out who you were going to appeal to. These
were the customers you thought you would have the best chance at attracting. Those first few marketing campaigns were completely focused around
this group of people. When you got postcard printing done you did it with them in mind and when you put up posters you were always considering the
best locations to reach your core base of customers.
As times went on and as your company began to grow suddenly that marketing started to branch out. The concept of the core customer base was
beginning to become diluted. Instead you were just focusing on anyone you thought you could sell to. Those postcard printing orders werenâ€™t really
focused on any one group anymore.
And then the sales started to slow down. Your business wasnâ€™t quite as strong as it once was, and your marketing didnâ€™t seem to be doing
what you wanted it to. People were slowly trickling away from you rather than towards, and no matter how much marketing you put out there no one
seemed to be paying attention.
This happens to many businesses as they continue to grow. Eventually they reach the point where they donâ€™t really know who their customers are
anymore because theyâ€™ve been spending so much time trying to appeal to the widest pool of people that they could. Most businesses have the
mistake of sending out full color postcards to a very unspecialized target market thus leaking out much of their marketing efforts and budget to areas
where the chances of a return are very low.
And when their marketing gets just a little too broad all of their customers begin to go elsewhere because the company doesnâ€™t really know how to
market to them anymore.
You need to be sure that as you grow you keep that original focus going strong. You want to widen your customer base, but that doesnâ€™t mean you
have to take your eyes away from who the people are youâ€™re go