Marketing costs money and time. With this in mind it is imperative to market in a targeted fashion. The best analogy is ‘use a sniper’s rifle not a shotgun’.
Effective targeting means deciding which segments of your market would receive best value from using your product or service. It is likely that some of the identified segments will not be able to afford your product and should therefore be ignored. This leaves you to focus on those who can best afford your product. Through testing establish what methods (and mediums) work best in establishing contact with the target group.
Regularly re-evaluate the market to keep up with trends and to enable you to ‘fine tune’ your system and keep your sights on the best targets.
(The up-coming post for Monday 16/12 is How good are your sales activity records? It's about keeping the right records for the right reasons.)
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