Page 58 - SpectrumOctober2018

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Focusing on specific segments of your total potential market
lets you increase the returns on your marketing efforts. AND 2EQUIRE 3PECIAL 4RAINING
Instead of what Kazim calls a “spray-and-pray” approach that
aims to capture every possible prospect, you can tailor your #ALL ./7
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messaging more thoughtfully to resonate with a specific type s s 3 EXT
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specials and pricing for
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“When you’re not a big brand like Nike or Apple, you can’t s 7ORKPLACE 6IOLENCE ENCE
possibly be everything to everyone,” Kazim says. “I usually tell
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business owners to target one or two types of customers at (ARASSMENT "ULLING
a time. It doesn’t mean you ignore all the other ones. It just
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means you concentrate your marketing time, money and effort s 7#" 73)" 7ORKPLACE !PPROVED
on reaching those specific priority groups.” s )NTERACTIVE E LEARNING %XPERIENCE
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Those priority groups may not necessarily be your largest s &LEXIBILITY
customers or those who spend the most. They should be s 3ELF 0ACED
customers whose habits and preferences align best with what
your business delivers.

“What you want is alignment between your brand, company .OT VALID IN CONJUNCTION WITH ANY OTHER OFFER !PPLICABLE TAXES NOT INCLUDED /FFER VALID TILL $ECEMBER
and potential target market,” Kazim says. “Customers who (EART:!0 3ERVICES IS A HEALTH AND SAFETY COMPANY
believe in your brand will come back time and again, and COMMITTED TO PROVIDING QUALITY HEALTH AND SAFETY PROGRAMS
PRODUCTS AND SERVICES
endorse your product and company to others. Those are your
VIPs.” WWW HEARTZAP CA OR CALL s 4OLL FREE EXT

Kazim says that while defining a target market is often mostly
about increasing sales, it also helps reinforce your reputation
and image—what you want your business to be about in your
community.

“The great thing about defining your target market well is that
it brings everything into alignment,” Kazim concludes. “The
people your marketing is reaching out to are the same people
sales is talking to. It all becomes very integrated and everyone
is on the same page.”

Article courtesy of BDC (Business Development Bank of Canada)
www.bdc.ca

www.cambridgechamber.com 57
Fall 2018