October’s Midweek Spark theme: Know Your Market
It was dinner time and the phone rang. I know you are thinking “telemarketer – don’t answer it!” I was distracted, so I automatically answered it. A very nice lady asked if I’d mind doing a consumer survey. In a weak moment, I said yes. Well I’m glad I did. , It was a real lesson in how much information is thrown at consumers each and every day. The survey started off generally, but it was soon obvious it was about Grocery Stores – in particular comparing one store’s advertising and value for you dollar to several other stores.
Here is what I realized:
- I’ve shopped at this store frequently, but I could not remember any of their advertising outside of their flyers (if I got them) and the staff’s t-shirts which announce their marketing campaign of the month.
- Although I watched, read, and surfed the internet in locations that the surveyor asked about, I didn’t remember their advertising.
- I was completely “tuned out” on advertising associated with grocery stores, as I already have my own habits.
- Their campaign had no meaning to me, personally.
- Their campaign isn’t directed at the consumers’ needs and desires.
- They have a huge amount of competition.
This particular grocery store chain is relying on reputation, customer habits and proximity to attract customers. Although they spend a great deal on advertising, it didn’t connect, or at least not with me. A strong point in their favor is that they must realize this, as they are out surveying the effectiveness of their current advertising campaign.
This highlights the challenge that businesses are facing today with their messages. How do you stand out in a crowd? Is your message being heard and is it connecting with your market?
For example, here are a few grocery store slogans: “Always More for Less” “Your Supermarket with a Heart” “We Love Food” “Fresher and Cheaper”.
Which ones connect the best? It is interesting that 1/2 of them are focused on their customers’ needs and 1/2 are still focused on the store. Which is more effective? I can say the advertising I didn’t remember seeing was focused on the store, not on me as a consumer.
Here are a few questions to ask yourself about your marketing and how well it is connecting:
- Have you done your homework?
- Are you looking at how well your marketing message is connecting?
- What is the focus of your marketing? Is it about your product or service or is it about your customer?
- What does your market want/need?
- What is the outcome of using your product/service for them?
- What is your competition doing/saying in their marketing?
In today’s market it is essential that you stand out. To do that, you need your marketing to focus on what the customers’ needs/desires are and what benefits they will have if they buy your service and/or product. Take 30 minutes this week and look at how you are connecting with your customers. Please share your thoughts below.
Next week’s topic: Know Your Market – “Hot” Copy
I love to see entrepreneurs follow their passions, serve more people and create the lifestyle of their dreams.
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I totally agree with you. If you don’t know, first who your target market is, and second, what their pain is, their problem you need to solve, you are never going to attract that right customer.
I actually only observe advertising from a professional perspective. The more I know, the more difficult it is to find myself as a target market and that’s where really small details become conclusive.
This is so true! The benefits for the customer have to be clear and easy to absorb. Thanks for this reminder.