a guerrilla. So your marketing plan probably identifies your target
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The Guerrilla's Three Targets
You're a guerrilla. So your marketing plan probably identifies your target audience. As a business owner or marketing honcho, you probably have done your homework to learn at whom your marketing should be directed. You have probably put into writing your exact target prospects. Now, I invite you to aim at larger targets as well as to more targets.
Realize as all guerrillas do, that you don't have merely one, but three target markets at all times.
Your first target market, and this
is the largest of all three markets, but will generate the least profits
for your company, is absolutely everybody in your geographic area,
giving no thought to how well they fit your customer profile. The name
of this target market is the universe, and if you are thinking sanely,
you are investing 10% of your marketing budget talking to these people.
It's the process of moving members
of the universe onto your prospect list, then motivating prospects
to buy so that they can get onto your customer list. When that happens,
see why guerrilla marketers continue to be guerrillas. Your profits
will rise as your marketing investment diminishes.
After all, 60% of your budget goes to them and you already know who they are. But customers move, they die, and they get wooed away by competitors, so you must always add new people to your customer list, and they will come in a steady flow if you consistently market to prospects.
Think in terms of them being
a solid long-term investment for you. Realize that members of the universe
have ways of becoming prospects, and it's a lot easier to sell to a
prospect who has heard of you than one who hasn't.