26/08/2021
There's a common saying that when you're marketing to everyone, it means you're marketing to no one, and that's correct.
No matter how essential your product or service is, not everyone should be your target audience.
We know everyone drinks water, but not everyone drinks sachet water, some prefer bottles, while some own dispensing machines in their homes and offices.
Some other people prefer treating their own water.
If you manufacture and sell sachet water, you won't be marketing to everyone even though we all drink water.
You'll probably choose to target the traders that hawk in traffic, schools, churches, shops, etc. You'll definitely not take your sachet water to offices, high income homes, or to neighbourhoods where they have easy access to potable water.
It's the same with all types of business, if you try to sell to everyone, you won't be selling to anyone.
Pick your ideal market, and adjust your marketing offers to target them specifically.
A sachet water manufacturer that wants to target street hawkers will most likely offer lots of discounts to the hawkers when they buy in bags.
They may also begin a loyalty program to encourage the street hawkers to keep returning to buy more.
That's an example of how targeted marketing can help you make more sales, compared to a more general and broad approach.
