It is impossible to be successful if you do not understand the category people put you in and the competitors they compare you to. Every so often, we work with a category definition based on industry standards rather than that of our customers. Customers define your brand!
How well do you know your customers? According to Denyse Drummond-Dunn from c3centricity, these twelve following questions make it possible to come up, identify and then complete a better and more overall description of our target customers. Try to answer them and share them with your team.
1. Who demographics: even though this tool is not so competitive, it is still the essential procedure to describe your customer.
2. Where they read: meaning reading both from traditional and new media as well; where do they get info about products? From the people surrounding them? Do they get into it online, on radio, in print, or TV, at home or on the way? What websites and influencers do they follow and value most of their opinion? What are their overall concerns relating your category?
3. Where they see: the purpose to focus on a specific group of customers is so that you can better interconnect with them. Where are they most probably to be receptive to the messages, what media, proper time, which days?
4. What do they do? What is your customer's lifestyle, and how do they spend their free time? What are their hobbies? What do they spend all day, the evening or weekends?
5. What they use: you should know what your customer is using today, both relating your category and adjoining categories as well. If your product or category is not accessible, what do they use instead?
6. What do they consume: what types of info and media they are consuming; what do they listen to, watch or read during their free time. Which social media do they use, what websites do they check regularly?
7. What they buy: describe their current-category of purchasing habits. How frequently and what quantity do they buy? Do they have regular buying habits, research before purchasing or repurchasing? How, where, why do they compare if so?
8. Where they consume: is the category consumed in-home, during work, or on vacation? With friends or their partner? Are there specific environments more favourable to consumption? Why?
9. Where they buy: do your aim-customers have particular places and times to buy? Is it seasonal, a routine or compulsion purchase?
10. Why values: what values do your customers have that you are connecting with your product or service. Do they have other values not currently tackled, either by you or your competitor?
11. Why emotions: recognising customers' feelings the moment of purchasing, either service or product, you probably connect with them sincerely as to offer a way out to fulfil their needs.
12. Why motivation: what motivates the customer to consider, buy and use their category and brand choice? Emotions and motivations closely linked to each other and the customer’s needs.
Final comments: congratulation for going all through this list, as it could indicate that you entirely connect to your customers. Though, remember people are forever changing; what fulfils them today, would not please them even the day after.
Keep track of your customers' profile levels and put them at the CENTRE of your business to better know and please them while staying ahead of the competition.
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