Marketing MIschief – Missing the person in the target

Greetings from down under and welcome to MK’s Monday morning marketing mischief.  

Last week we talked about the need to focus on a
key target market that you and your company can delight…. great, so now you
might ask — how do we do that?

Target markets are made up of people.   

Your job as a leader in your business is to
identify the biggest business problem that a group of people in the target
market have in common.   

They won’t
necessarily share the identical problem or even share the preference in how you
solve the problem, but what they will share is a compelling need to solve the
problem and a budget to do so.    

Within
your target market is your buyer, the person who will lead their organization in
buying your goods and services.  The
person who is responsible for solving the business problem for their company.  The person willing to put something at stake
to adopt your product your solution. 
 

Your job as the marketing leader is to find them and understand what
they need and then solve their problem.  They are the illusive person in the target.   

Yes, business is personal.   

We are in the person to person economy.  The mischief in marketing [and not the good, fun kind of mischief], is when you forget
that.

cheers and happy targeting

Chief Mischief Officer

MK

 

@mkmarsden

#marketingmischief