Gone are the years of what was called “Blitzkrieg Marketing” where you opted for a scatter gun approach, throwing as much mud on the wall (use your imagination) as possible and hoping some would stick!
Nowadays, it is all about targeting, from the person you are appealing to, at a certain time of day and so on …
I cannot stress how important it is that you:
- Identify your client
- Imagine your client
I’m talking everything from what perfume they were, where do they do their weekly shop, who do the listen to on their morning run?
For example: Katherine, aged 34, high disposable income, shops at Karen Millen, enjoys after work drinks, has a soft spot for Designer labels and likes to be seen at events like Chestertons Polo in the Park and Henley Regatta. See! Now you can visualise her!
This marketing behaviour is called Profiling and the client you identify is a Persona. This process is an essential part of your marketing activity and as such will help you to target your communications now you can see who you are talking to!