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Know What Your Customer Expects Before You Advertise
By Ken Varga | March 6, 2010
Most business owners know the demographic information about their customers, but this in only half of the battle. To me, the most important item is to determine how your customer typically learns about your product or service and what motivates them to buy.
Once you have identified who your likely prospects are, you must then ask them what motivates them to buy the type of product or service that you offer. This is really knowing what your customer expects.
Here are some things to ask about:
- Do they ask friends for referrals?
- Do product reviews influence their decisions?
- Do they look for discount coupons before they purchase?
- Do they look for a Brand Name?
- Do they buy as a result of getting an ad in the mail?
- Do paid ads influence their buying decision?
- If so, where would they expect to find an ad for this type of product or service? In a paper, weekly shopper, magazine or Yellow Pages?
- Do they buy this product from a catalog?
- Do they need to see a demo before buying?
- Do they respond to telephone solicitations?
- Do they look for a convenient location to buy the product or service?
- Do they listen for ads about the product on radio or TV?
- Are there specific features that they look for whenever they buy the product or service?
- What else influence them to buy the product or service?
When you have gathered the answers to some of these questions, you can now use them to help you determine where and how you should advertise.
Let me hear your thoughts about this idea or if you can add to this list.
Topics: Advertising | 2 Comments »
May 24th, 2010 at 12:58 am
Hi Ken,
I’m presently working in AIA American International Assurance (Bermuda) Limited for almost 3 years already.
Another company Manulife Financial Limited is giving me a better offer, so that i’ll will transfer to them.
Is it the right decision to transfer to a new insurance company, which is Manulife or is it better to stay in AIA American International Assurance Co. Ltd., in which i’m already 3 yrs.?
Hoping for your advice. Thank you so much!
[Reply]
Ken Reply:
May 30th, 2010 at 1:14 pm
Hi Chris,
Sorry it took so long for me to get back to you. You’ve asked a great question. If you are seeking security, then I’d suggest staying with your present company. If you want to grow then you have to take opportunity when it crosses your path. With the knowledge you receive from my tips, you can create an asset that any company would come to offer you great positions with their company, as you now would have the ability to create more customers for them. All companies look for employees that can do this.
After telling you all this, you are really the only one that can make this decision, because you are the one with all the information about your goals, your resources, and how they fit with either company. I am not privy to that. So ultimately, you should look at each opportunity in terms of which one offers the higher probability of getting you closer to your goals with more certainty, less effort, and a higher payback.
Write down your goals. Then create ‘pro’ and ‘con’ columns on a sheet of paper and compare the opportunities.
Hope this helps. If you have any more questions, let me know. Ken
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