HomeMy WebLinkAboutBuilding Business Basics Workshop #2Who are your customers?
Erin K. Elgin, MBA
Adjunct Faculty, Kirkwood
Co-Founder, Thrive Gym
In the next 20 minutes, we will…
Define a customer and discuss target markets.
Discuss ways to segment markets.
List approaches to finding customers through networking.
Discuss marketing channels and the importance of tracking results.
Here’s our
agenda Customers:
Target
markets
1
Marketing
Channels
2
Q & A
3
Who are Your Customers?
A True/False Quiz
1.Everyone will be my customer.
2.Every customer will behave the same way with my product/service.
3.Once I get customers, I will keep them.
Customers must have 3 characteristics to be part of
a target market.
1. Willingness
…to buy your product/service2. Ability
3. Interest/need
Identifying characteristics that define your target
markets can help create different segments.
Age
Gender
Lifestyle
Income
Behavior
Location
Benefits
To find customers for their target market, successful
entrepreneurs tap into existing resources.
Friends & family
Co-workers
Acquaintances from groups/organizations
People you meet at local events
Prospects that contact your website
What is Marketing?
A True/False Quiz
1.Marketing is the same as advertising.
2.If you send a prospect some mail, s/he will become a customer.
3.To get new customers, just advertise on Facebook.
4.A really clean, effective website is a critical marketing tool for your business.
To market to your customers, use different channels
and track your results.
Website
Try wordpress.com: free and user-friendly
Social Media, e.g., Facebook, Twitter, Instagram
Build a following with innovative campaigns
US Mail
Consider Every Door Direct Mail (EDDM) via usps.com
Television
Create press releases, invite press to events
Radio
Participate in promotional exchanges
To increase the likelihood of success, an
entrepreneur needs to…
Identify their target markets.Identify
Find customers in their community through
networking.Find
Market using different channels and track results.Market
For future consideration…
To learn more about Marketing, Kirkwood offers a comprehensive 16-week
“Principles of Marketing” course this Fall:
Meets Tuesday/Thursday from 3:35 –5:35 p.m.
Starts in August
Questions?