This is Marketing 101, but something we often need a reminder of:
When I was 21, I had one of 800 franchises with the world’s largest house painting company, College Pro Painters. My territory was 90,000 people and I was enthusiastic about marketing my services to all of them! But in order to hit my target profit, I only needed to paint 150 out of the 35,000 houses in Sudbury.
I learned my first lesson in marketing: it’s less about marketing to everyone and more about marketing to those who will most likely buy from me.
I was taught to describe my clients first so I could figure out how to spot them and know where they lived. I figured out the type of clients I wanted lived on curvy streets, with brass kick plates on their doors. They had manicured lawns, and drove BMWs and Volvos and their houses needed painting.
I became so focused on marketing to this group that if prospects called from areas outside of my target market, I didn’t take the work. Some might balk at turning away a customer, but I was focused on building my name and brand in my target market, (not to mention keeping my down time costs lower). Rather than be just another painter, I was molding College Pro Painters into the painting company of choice for a very specific market, and counting on the profitability from being so hyper-focused. I have helped several different companies focus their marketing efforts like this, and it always pays off.
Your target demographics should be so crystal clear that it defines everything you do as an organization.
August 31, 2011
Love it Cameron! Timely message…I just experienced this today. Cold called a target business niche and found I didn’t like dealing with the business owners and switched to a NEW target business niche and they were not only interested in what I am selling, they actually returned my calls and asked to meet with me! : )