Once you’ve determined who your ideal customer is… you may come to the grim realization that you have zero idea how to market to them. And in addition to not knowing how to market to them you also don’t have the research team or budget to complete an in-depth market analysis. SO WHERE DO YOU START? You cheat!
Let me tell you a story:
When I launched my image consulting company a few years ago one of the first things I did was complete a brand positing statement. After identifying who I felt was my ideal client I thought I was ready to market. But how?
Without the time or resources, I realized there had to be other successful brands that already serviced my client. Brands much larger than me with bigger budgets and more data than I could ever gather. So that’s where I began.
After jotting down several luxury companies that I felt serviced my customer; I turned my focus from who is my ideal client to who is the ideal brand(s) I’d like to align with. This not only narrowed my scope, but I began to see definitive similarities between them. Each with a unique but similar perception in the marketplace.
With my aspirational brands identified I started to devour everything I could about their marketing strategy. Nothing was left unturned. Social media accounts. Magazine ads. Websites. Videos. And more.
Once everything was compiled, I had a great starting point of not just how and where to market but what vernacular to use. It also helped shape the tone and creative direction of my photos. All in all, it gave me a strategic way to not only speak to my customer but also help define my brand in the process.
If you’re looking to launch a brand or launch a new product or service in the marketplace you should give this a shot. It’ll save you a lot of time, money, and heartache in the process.