The raison d’etre of a business and to make it successful in its planned project is to take into account and in a decisive way the public or its potential customers, since it is to that sector that you will devote all your effort and capital financial and human to satisfy it. When thinking about starting a business, there are factors that must be considered so that the projected comes out of the mere written on the paper, in such a way that the desired success is achieved. Raising the initial capital, specifying the product and carrying out the analysis of the financial planning are just some factors that must be taken into account to arrive at the moment of starting the business.

But if we do not take into account the most important factor and determinant as it is customer or target audience, nothing will be worth the effort. It will depend on the type of business you want to create, which will determine what characteristics the public must have towards which the business is directed, such as knowing the age, income level, number of children if the have, marital status, etc. Having this information, the next phase is to define the type of audience and to whom it is important to pay more attention. Start a business without prior knowledge of what your audience will be, makes the employer assume the risks that could negatively affect your business.

What is a target customer?

In such a way that, by definition of public or target customer, we understand as a demographic and behavioral section of a certain group of people that the business chooses as its future clients of what will be its product or service. In such a way that it is very important to know what the real needs and the behavior of the clients, and thus include them in the plans of the company.

What are those characteristics of the target audience?

To know these characteristics it is necessary to create a kind of profile and make an almost personalized offer, emphasizing the demographic characteristics of the target customer: Age, Location, Sex, Social class, Income level, Consumption habits, among other characteristics. This would be the paramount thing that is required to know, it would also be necessary to add and answer some vital questions before the definition of the objective clients. For example:

How many clients will we focus on? What are the customers’ needs? What are their buying habits? How do we manage to satisfy those customers? How do they acquire the product or service? How do we manage to get there? our product or customer service? What are the means of communication with which our customers interact most? What factors value our customers most, quality, price, customer service promotion, among others? Reasons why Do customers prefer to buy our products and not those of the competition?

What are the benefits of defining the target customer?

It allows to focus resources, time, money and effort towards an already defined audience. You can create offers, products, promotions personally for these customers. It helps to know better the needs of the client, to know what their expectations are with the product or service, what are their patterns of consumption and lifestyle.

It allows to position the product in a segment of the specific client and not so competitive. It facilitates the analysis of our competence. The type of vendors can be appropriately designated according to the segmental characteristics of the clients. It allows us to define the communication policies of the product or brand and to be able to use the correct and correct expression in each customer segment.

Customers by segments

When segmenting customers, sometimes not all have the same characteristics or patterns of consumption, value of the product or service. It is for this reason that it is necessary that the product is adjusted to the offer and the demand on the customer’s need, in such a way the customers must be classified by segments.

The most used segmentation is the following: Demographic segmentation, Geographical segmentation, Segmentation 1×1, Segmentation of added value. This type of segmentation allows us to more clearly direct our product or service and thus achieve customer satisfaction, which in the end is the objective to be achieved.

What do you think about this topic? Have you already defined the target audience of your company or business?

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