Have you ever thought about what makes up your ideal customer or client? What is their age range, education level, profession or occupation, interests, and income level? To what publications do they subscribe and read? Are they interested in quality over price? Does excellent service trump other considerations? Is price the primary consideration for your ideal customer? As a business owner or manager, those are key questions, the answers to which need to be top-of- mind and the focus of your marketing efforts. Once those answers are known, the next consideration becomes how do you set up your business and product offerings to be tailored to your ideal client?
Designs Phoenix specializes in large format visual marketing materials tailored to your target clients. So when we do our initial consultation, we ask questions designed to find out how we can best portray your business to be most attractive to your ideal clients. We find that there is a large range of in knowledge of the ideal client when we have the discussion. Some owners know well their ideal client and have specific ideas already in place. Others have a rough idea, but need some fine tuning on the concepts. Still others have not really thought about their ideal client and need some time to consider the concepts.
Maybe a more clear way to understand targeted marketing and how it can be effective for your situation is to consider two businesses that have pointed their offerings to their ideal client. Two large successful national companies that operate in the same broad business arena but are very different in presentation are Chuck E Cheese and California Pizza Kitchen. Both offer pizza but both have very different target markets and very specific marketing.
Call up the Chuck E Cheese website and the first thing you notice is excited children having a great time. The offering is tailored to kids and parents in the areas of wholesome, safe family fun where kids can be kids. The key concept is the experience. The emphasis is on fun. The typical store front and the interior graphics are tailored to the younger set – bright colors, cartoon-type characters, stimulating graphics. The ideal client is a family wanting to treat their kids to a great experience while having kid friendly food. Children’s birthday parties are a key offering.
The California Pizza Kitchen web site on the other hand depicts food and drink designed for mature, sophisticated patrons. The emphasis is on non-traditional offerings on artisan pizza dough -- in their words, “a California twist on global flavors”. The graphics are designed to highlight the food and drink offerings in a way that emphasizes taste and ambiance. For California Pizza Kitchen, the ideal clients are people looking for excellent food and drink in a tasteful, contemporary environment.
Both companies do very well with totally different ideal clients. Part of their success is the emphasis in marketing that targets those clients. Contact Design Phoenix today to discuss effective options for your ideal clients!
