- Your Target Customer – Effective marketing depends on identifying the customers and prospective customers who will produce the best results for your business, then focusing your marketing activities on them. Your most probable customer – your target customer – is the focal point of your marketing strategy.
- Your Trading Market – Your trading market is the area defined by the locations of customers who actually do business with you. Market analysis and planning for a concentrated trading market require a detailed understanding of the trading “area” and the company’s location in relation to its customers, transportation corridors, competitors, and other major influences.
- Customer Perceptions and Behavior – The mind is where marketing happens for you and your customers. So in order to do an effective job marketing your products and your company, you have to get an insightful understanding of the minds of your customers. Purchasing decisions are actually made by the unconscious mind. The conscious mind later provides the rational armament that justifies the purchase.
- Positioning and Differentiating your Business – “Position” is the place your products and services and your business occupy in the minds of your customers. It is the general perception held by their conscious and unconscious minds. “Positioning” is what you do to intentionally establish the perceptions you want in the minds of your customers. If your positioning takes full advantage of customer perceptions and you communicate it effectively, it will set you apart from your competition
- Your Company’s Image and Sensory package – Every product and every company, on purpose or by accident, has a sensory impact on its customers. If you haven’t designed your sensory package to appeal to your customers, you are missing an extremely effective tool. Or worse, you may be communicating conflicting or negative messages.
- Your Marketing Strategy – Your marketing strategy is the part of your overall strategy that focuses on your target markets and how you will attract and retain customers. You should have a distinct marketing strategy for each target market and how you will attract and retain existing and prospective customers.