When it comes to nearly anything in life, knowing the ultimate goal helps to define the strategy and the actions needed to actualize the strategic plan. For those in business, knowing the intended audience is a parallel concept and activity to knowing a goal. This is true for established and new companies alike. One way to know the intended or target audience is to participate in a practice called customer profiling.
This practice allows a company to know who the desired customers are and what they look like. Typically the company reviews criteria of the desired audience that is centered around demographics such as annual income, marital status, or gender; behaviors such as hobbies, weekend activities, preferences around social topics such as eating out or voting habits; lastly is gaining insight into psychographics including preferences, personality traits, and social mores.
How is this initial data collected? Sometimes it starts at home. By taking surveys of current customers, or those who are known to be ideal prospects, data may start to compile that helps to establish benchmarks for customer profiling. Perhaps from surveying current customers, it is found that they typical customer is a forty year old female who lives in a home and makes a salary range of eighty five to one hundred thousand a year. From this point, more research may be done or a profile may be started.
Some find that taking the initial findings and delving deeper is necessary to get to the ideal candidate. It may be that also the ideal customer described above is a significant portion of the desired lead base, there are some significant outliers who show that the taking questions deeper or exploring the other profiles is key. There are ways to tie the customer profiling to marketing and advertising campaigns to make them more effective and lucrative. Knowing the customer profile helps to bring the company to the desired lead. Sometimes it is even found that an actual connection along with social media connections are important.
Working with a trusted advertising agency partner on an endeavor such as segment profiling is often one of the best ways to start. The agency partner often has the staff to collect the data and then later to analyze it. Gathering data and not applying it is never a positive endeavor, but in a world of big data, without a partner, data may overwhelm versus helping.
Look for an advertising agency partner that has the experience and knowledge that is needed. This includes analytic know-how, and the ability to engage and establish rapport with those who fit the desired lead criteria. From here customer segmentation is a desired tool, along with being able to take this data and work and help generate an effective advertising campaign to target the desired customers. Of course what is most important is working with an advertising agency partner who may then take this data and work to help the customer generate campaigns and initiatives that utilize the customer profiling data.