Know What Your Customer Looks Like

Have you written a brief profile of your ideal customer? Analyze their geographic area, demographic characteristics, social class, stage in life, their personality and self-image. List the potential benefits gained from using your product or service (such as convenience, time or money saving, independence from chores or buying behaviour). Identify in what ways you will save them time, money or hassle. Also, consider frequency or regularity of purchase, amount of purchase, brand loyalty and attitudes toward your product or brand, use of cash, check or credit card or customer's desire for personal relationships with you.

It helps to develop a customer profile form to identify potential clients. It might list age bracket, approximate income, occupation, etc. Try to identify different types of customers and the benefits they need and want. Determine some basic characteristics of who has purchased similar products in the past, either from you or other businesses offering similar products or services.

Consider this imaginary case in point for a business-to-business situation: 80% of our clients come from 3 types of businesses, they average 75 employees, most have been in business 15 years or more, they average at least $1 million in annual revenues, they are all in Simcoe County and Muskoka, they have all suffered because of the increase cost of petroleum. Then, go where they go and be where they are. For example, if many of you identified target customers belong to the curling club, perhaps you should consider joining that organization.

Schedule time in your weekly plan for focused sales activities. Discipline yourself to stick with it for a pre-determined time.

2009 SEA to SEA Promotional Fair & Tradeshow

Over 135 SEA clients attended the annual tradeshow at the Orillia Fairgrounds on Wednesday, October 14th, 2009 to support 65 SEA clients who were exhibitors as well as 40 special guests, alumni and media.

Feedback from 'mystery shoppers' were summarized and given to the exhibitors.

Exhibitors held press conferences.

Prizes were donated for the silent auction which raised $1,256 for United Way.

Barb Donnelly, Home & Garden Retreats, presented promotion ideas.

Rachelle Reckzin, Euphoria Smoothies & Bistro, presented "Winning Promotional Strategies".

Cindy Massolin, Mountain Graphics, presented "Branding & Promotional Success Factors".

Michelle Zorychta, Just Push Play Arcade, presented advertising opportunities.

Lunch was available onsite from The Artful Caterer (SEA client from Collingwood).