Defining+the+Customer

=Defining your customer: this is imperative as it is at the core of the choice of mediums that you use. If you were using a whole advertising agency this would be a part of their service, to help you define this process and build these connections between your customers and where your customers are in the community. I don’t imagine that any of us are going to use an advertising agency, so best know what they do, so that we can do it ourselves.=

= = =Who is my customer? M/F/either?= =How old are they?= =What kind of disposable income do they have?= =Where do they live? (local or ??)= =What do they listen to?= =What do they watch?= =What do they read?= =What do they do with their time and energy?= =Where else could I reach them?= =Are they buying needs or wants?= =What do they want?= =What do they get?= =How much do they spend when they are with me?= =What would the lifetime spend be worth?= = = =Current customer or new customer, the communication is different, the objective is different OR you make your message flexible enough to speak to both (which is tricky)... BEST to do one thing at a time with an advertising objective, thus choose which type of customer you are speaking to.= = = =In the process of customer profiling, when our customers are primarily local's, having a look at the [|shire's community profile]can assist us to understand how big our market could be. Looking here, we can also see the community connection thus an assumption of usage of the internet. (48% with, 42% without)=

=Another break down of the customer/audience for the advertising is what is called the "Creative Targets" often considered in the bigger firms understanding of the customer as the science of the purchase is dissected.= = = =When it is considered that 80% of ALL purchases are made by women, which does vary per sector, often they are part of a process of purchase. OFTEN those decisions to purchase are spur of the moment (impulse buy) this can be up to 60%... depending on the sector and the disposable income.= = = =__Initiator:__ has the initial idea for the purchase... (think child and Mc' D's Happy Meal)= =__Influencer:__ suggests for or against the idea... (think older sibling here, that wouldn't mind a Big Mac also)= =__Decider:__ who makes the final decision? ... (around food it is often Mum)= =__Purchaser:__ the one that gets in the car ... ( possibly Dad... the degree of the impulse buy here to be considered)= =__User:__ they who enjoy it.... ( there is also a enjoyment in a child happily eating!)=