I’ve met hundreds of local business owners in my years of selling media. When asked to describe their ideal customers or clients, they usually explained who they wished their customers were and not who their customers actually were. They may have seen a couple of BMWs or Mercedes pull into their parking lot, and since they wanted their customers to be upscale, they concluded that they were their ideal customers. For the most part, the product you sell, the services you offer, and your location will all affect the demographic of your ideal customer. Once you get past the differences between who you want your customer to be and who your customer is, commit and be consistent! As with any marketing endeavor, be consistent, steady, and committed. If things are going well, I don’t think a different demographic will suddenly be interested. When things are not as busy as you would like, don’t panic. You may want to reevaluate your message, but don’t panic.
- Updated: September 30, 2024Originally Published: June 28, 2010
- Author: Mike Frey
- Blog: Beyond the Pond Blog
- Category: Advertising Insights, Branding Insights, Marketing Strategy Insights
- Tags: Business Owners, Ideal Customer, Know Your Customer, Local Business Owners, business owner, customer, customers, demographic, local businesses, marketing, media
- Comments:
Mike Frey
Before co-founding Paradux Media Group, Mike spent more than 15 years in the world of marketing and advertising. While working with hundreds of locally owned businesses, he developed an appreciation for minimizing clients’ dollars while maximizing tangible results for those clients.
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