Thursday, April 14, 2016

A Revisit to Target Marketing

An article by Reed Dillon

Wouldn’t it be nice if you if only had to market to one homogeneous group? You only needed to offer one type of product, print one flyer, offer only a narrow spectrum of optional offerings. This may be the dream of every GM and production manager but unfortunately it is not based in reality. 

Didn’t Henry Ford say “you can have any color as long as it was black” with his model T. The fact it is not the 1920s and those days are forever gone. If you want to compete you must offer the product and the amenities that people demand.

I know this not a revelation but we all may be skipping a step.  It is not just about just coming up with products that appeal to your customers. People’s individual differences actually drive demand. It fuels their wants, needs and desires.

Through Target Marketing we can better understand what drives people’s choices and focus our efforts to meet our customers’ needs. Everyone has heard the phrase “you can’t be all things to all people” - no truer words have been spoken. What target marketing does is that it helps you identify and prioritize groups and sub-groups and better understand their interests, preferences and behaviors. We can then be armed with information and knowledge to form strategies to convince and attract targeted customers.

Target markets can be broken down into many different categories i.e. demographic, geographic, and psychographic.
  • Demographic
  • Demographic variables may include the following:
  • Income
  • Family size
  • Family life cycle
  • Religion
  • Race and ethnicity
  • Gender
  • Nationality
  • Generation (Millennials, Baby Boomers, Gen-X, Gen-Y)
  • Occupation
  • Geographic
  • Members of a geographic target market are united by area orientation. For example:
  • Neighborhood
  • School district
  • City or county
  • Urban, suburban, rural area
  • Psychographic

Members of psychographic target markets are grouped according to their lifestyle – things they have in common such as interests, opinions, activities, attitudes, values, etc.  Some examples:
  • Pet owners
  • Empty nesters
  • Musicians and artists seeking an urban lifestyle
  • Employees of social service agencies
  • Friends and family of current homeowners in your neighborhood

I suggest it might be a good time to revisit your various target markets and zero in on the groups and sub-groups they might occupy. Pay attention to their behaviors and tendencies. Only then I believe you can adequately address their needs and desires.

We welcome hearing your thoughts regarding Target Marketing. Feel free to post your questions and thoughts in the comments section below.

ABOUT Reed Dillon - Reed Dillon is the owner of Creative Brand Content, - a marketing consulting company and, a subscription blog service for builders. Reed has spent nearly two decades heading the marketing departments of some of the industry’s leading modular manufacturers and earning numerous national marketing awards. Contact can be made at or by phone at 540-488-2978.


Lucky Buck said...

I guess now we know why modular customers are not beating on our doors to buy our products. We just keep throwing money at our websites hoping we catch the attention of potential clients (the big bang theory) if you will.
We target each other for some reason, and say look at me we build the with this product and that color and on and on with no idea who our client's really are. Very interesting.

Great information Reed

Anonymous said...

Don't feel bad Lucky Buck I have met many modular and site builders who have not a clue about how to identify a target market or even that they should. Most adopt the attitude of being all things in all markets without considering the markets they serve or why someone bought from them.

Of course, part of this process is a careful review of your factory supplier capabilities and designs to serve your target market. It is one thing to deliver a simple two box design with all standard features and another to deliver a custom three or more box design with reverse gables.

I often find it amusing that many factories are targeting retail in their content when in fact they should be focused on their builder base offering details or value added comments to help the builder sell the home. Conversely, many builders want the factories to market and their sales efforts are best described as order takers listing a string of options for the factory rep to price and convey correctly to the plant.

Ruth Anitha said...

When you direct your marketing efforts to your target audience you will achieve the greatest level of success. Using this method will allow you to market for both quantity and quality, the two most important elements of marketing strategy with any business venture, Maintaining consistency is part of the strategy as well never stop or decrease your efforts because you always need database of those interested in what you have to offer on your money making website.