Yesterday Jane and I were in Farnham, Surrey, teaching a Marketing Masterclass for the University College for the Creative Arts.
We spent the day taking a group of people — all of whom were involved in creative industries: design, photography, film, and so on — through the basics of marketing so that they could use it to underpin their business plans. We covered customer groups, competition, pricing, marketing research, outline planning and creating an action plan (all of which was taken from our next product: the Planning and Starting Your Business workbook).
The course participants were an intelligent and thoughtful group and both Jane and I really enjoyed the day. It stuck me again how vital it is to think about your marketing from the perspective of your client, and how you need to break down your customers into groups so that you can target them more closely, more specifically.
So, today’s question: how much do you know about your customers?
Do you understand them so well that you can perfectly prepare any message you’re giving to them? Ads, leaflets, your website, emails… are they pitched just right for your particular customer?