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Chapter 4: Profiling Your Target Customer – Research to Discover Customer Needs Learning Objectives: Understand that your key to survival is knowing your Target Customer and providing a product or service that has real value to them Identify primary and secondary Target Customers Learn how to use media kits and online data to profile Target Customers Understand how specific lifestyles, demographics, life stages and social group factors impact individuals and their decisions Explore various profiling systems Profile Business to Business (B2B) customers Interview, observe, and survey to gain insight into your Target Customer Develop your customer-profiling ability into a reflex Visualize your Target Customer by preparing a Target Customer collage Constantly review and update information on your Target Customer The Power of Profiling Understanding your Target Customer is your key to survival in small business The goal is to find a market niche Developing long-term relationships community is essential The Success Challenges of an Autistic Entrepreneur The Source Book of Multicultural Experts 2011/2012 Three Types of Target Customers Primary Target Customer Possesses the resources to purchase your product Has a need or desire the authority to make the purchase Can be reached at a reasonable cost Secondary Target Customer Almost slips away before you can focus the camera Keeping good records will help you identify them May lead you to the invisible customer Invisible Target Customer Appears after you have the courage to open the doors and talk to whomever walks in What Can We Learn From Published Sources? For many businesses print media will be an important part of the promotion mix Media sources have conducted extensive research to develop demographic psychographic profiles of their Target Customers The key is to know which media sources your Target Customer reads Reviewing the Media Kit Changing Profiles Action Step 24