Do You Really Know Your Customers?

The more you know your customers, the better you will be able to develop relevant marketing campaigns. So how well do you know your customers?

SURPRISING EXAMPLES
Let's look at professional sports fan demographics:

  • AFFLUENCE - When we think of hockey fans we might think of demographics such as age, gender, and region of the country in which the fan lives. But did you know that National Hockey League (NHL) fans are also the richest sports fans in the country? Out of all of the major league sports, the NHL has the highest percentage of fans earning more than $100,000 per year (33%).
  • RETIREES - Which sport attracts the most retirees? While we might expect Professional Golfers’ Association (PGA) fans to have the highest percentage of retirees, did you know that half of Major League Baseball (MLB) fans and nearly half (49%) of NASCAR fans are retirees, as well?
  • WOMEN - Which sport has the highest female fan base? 37% of NASCAR fans are now women!

The starting point for any good targeted, personalized campaign is knowing the make-up of your audience. If you don’t have this data, send out a direct mail questionnaire, blast an email survey, or conduct a focus group. Set up survey forms on your website or append your list with data from a third party provider to fill in the gaps. But don’t stop there. Ask yourself what you might not know about your audience that would help with your marketing later. When the National Hockey League started 1:1 communication with its customers, for example, it kicked off by asking them to fill out a survey that indicated, among other things, where they lived and their favorite hockey team. The NHL discovered that 40% of its fan base lives outside their favorite team’s home market. Imagine the marketing opportunities for the league!

QUESTIONS TO HELP YOU KNOW YOUR CUSTOMERS BETTER: There are an infinite number of questions you can ask, but they all start with knowing who your customers are in the first place.

  1. WHAT’S THEIR DNA? Know your customers from the inside too. If you already have a marketing database, you might want to invest in basic database analytics. Identify your top 10% of customers by frequency, volume, and revenue.
  2. HOW DO THEY LOOK? Take into consideration what your customers "look" like. Then create a profile.
  3. HOW DO THEY MEASURE UP? What do they have in common (age, income, marital status, ethnicity, purchase habits)? In a B2B environment, you might look at vertical market, employee size, and annual revenues.
  4. WHO'S LAST? You should also know your bottom 10%. What do they look like? Are they customers you think you can woo back? Or should you focus on the ones that are the most profitable for your company instead?
     
Publish Date: 
Wednesday, November 18, 2015 - 14:15