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Gathering Information for Marketing Many businesses fail because they underestimate the value of knowing their target market inside out. Learn what information you should be gathering about your customers. How can you market to a target market you don't know at all? Any marketing strategy is useless unless it is founded on carefully compiled, accurate information about the customer base you want to reach. Building up this profile of your target market is therefore one of the key steps in steering a business to success. How much do you need to know about your target market? The answer is simple: as much as you can find out. You should be able to describe your customer base in terms of: Age Sex Marital status: teenagers, childless couples, families, singles, retirees. Income Occupation: businesspeople, manual workers, homemakers, students, tourists, etc. Geographical location: central city, suburban, rural, international. Interests: sports, hobbies, family, community, culture, education. If your business deals with organizations rather than individuals, you should be aware of the following regarding major clients: Type - manufacturer, wholesaler, retailer Industry - tourism, hospitality, fishing, forestry, travel Size - number of employees Turnover Geographic location Besides identifying customers according to their vital statistics, you should try to get a handle on their buying behaviors. Is your target market made up of customers who are: Conservative or innovative? Leaders or followers? Timid or aggressive? Traditional or modern? Introverted or extroverted? Regular purchasers? Bulk buyers? Also ask yourself whether there are peak buying periods, or times of year when people won't buy your product or service. The better you are able to describe your customers, the better you will be able to understand their needs, wants and expectations. A feel for your audience allows you to send them appropriate, appealing messages through media that get the point across. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore →

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