FISH FOR CUSTOMERS
There was a recent article comparing sales and marketing to fishing. The premise being you can use a net to catch a lot of people but they may not be ready. You can use a spear to catch an individual, however it requires more skill and patience. Though in the end you just use dynamite and blow things up. You will find that certain companies will open stores in large cities, they fish where the fish are. Brands that are famous for window displays will build on that and put more emphasis on what is working. Specialist staff will be hired to deliver a professional service. When you find the right spot you must go all in. If you know your target audience then you need to know where to find them. For example if your target audience is mums then you will go to Facebook and create ads specifically for that audience. Even after a success you must continue to net new customers. You may need to try a new product or service. This will bring in a whole new audience. However you must be cautious not to put too much money into new customers as spending it on current customers will also benefit. Word of mouth is just as important as any ad as someone giving a discouraging review due to bad treatment will turn away potential clients and customers.
So are you looking for a specific market or are you looking for the many? The truth is, there isn’t one right answer. You have to do it all. What have you found works best in your business and why?