I was trying to put a notice in the paper on behalf of a client to promote their latest accomplishment. I know that my client works with business people and I wanted the business community to know what my client had done. When I called the paper to place the ad, the salesperson told me that I should place the ad on the second page of the first section. “Everyone reads that page,” he said. Test: What was on the second page of the paper this morning?
In one company I worked for, our target market was women 25-45. Other people bought our products, but in every sale a woman 25-45 either purchased or influenced the purchase. When the local television station came to sell me advertising, they suggested Prime Time would be best. I asked for demographics on their viewers during Prime Time and the sale rep proudly told me that they were #1 with 18-35 year old males (and #1 meant just 17% of the total male population in that age group).
In both of these situations, if I hadn’t known my target market, I would have made costly investments in promotions that would never get my message to my target market. If you don’t know your customers, who will?