Your products and services are the perfect solution for some, but not for everyone. Creating your ideal customer profile will help you understand who you need to market to.
Every time you launch a new business or service, one of the steps of the market research is discovering who your ideal customer is. This will help you to understand why they need your product, where you can find them, and how you can market to them. When you understand who they are, and use the information that you have compiled about them, you’ll be in a better position to promote your products directly to them.
An ideal customer profile is the description of the person who will find your products most useful, and will be the person who will be the first to buy your product after learning that it exists. In short, it’s the individual in a group of people that you’ll be marketing your services to.
To begin defining who this person is, you should start by asking yourself some questions about who you think would find your products most useful. Some of the questions may include:
Once you have answered these questions, you should have enough of an idea of who this person is that you can visualize what they look like. You can take this a step further and find a picture in a magazine of someone who looks like your target customer, and then cut out the image to reference when you’re writing your ad copy.
Now that you’ve established who will be using your products or services, you’ll want to start creating ad copy that resonates to them, your beachhead market. The term beachhead is an old military term to define where an invading army would first infiltrate their enemy’s position. Since it was easier to plan your launch from the water, the beachhead is where most military invasions began.
Also known as Market Segregation, selecting your beachhead market is the process of taking your Ideal Customer Profile, and creating advertising copy that speaks directly to the person in your profile. This will narrow your marketing focus down to a small group or sub-sect of a group of people, which will become your beachhead market.
They’ll help you get an understanding of your product, and with this focused market, you’ll figure out how to market and present it to a larger group. You could start by testing your product in a small geographical region such as your hometown or city before expanding to a national level. Large companies do this all the time - they’ll test a product in a lower-exposure country or region before releasing the product on a worldwide level.
Your beachhead market will be one has the funds to be able to purchase your product, and are accessible to your products. When marketing to your beachhead, you’ll want to be able to deal with directly. They’ll give you valuable feedback that you can use to modify your product or campaigns so that you’re presenting the best products and messages that you can deliver.
Your beachhead market already buy similar products to what you’re offering. This will make it easier for you when launching your product to know that your beachhead is already spending money on a product similar to what you’re offering.
Most importantly, your beachhead market is a community that talks to each other. This will ensure that they’ll recommend your products to one another if they’re satisfied with what you’re offering. Professional organizations or groups are the most likely to do this, but it could also be athletic, academic, or social groups - depending on what your product or service is.