Who is Your Ideal Customer?
Well, take a look at this table
|· Overall quality of a product or service (70 percent)
· Value of a product or service for the money (67 percent)
· Customer service (41 percent)
· Organization’s integrity (28 percent)
· Treatment of employees (14 percent)
This table shows the percentage of the qualities each customer access while patronizing a product or service.
How do consumers assess these factors—in other words, where do they get their information about brands? The study had some surprising results. Only 23 percent of respondents rely on advertising, just 15 percent rely on the brand’s own website to find information, and a mere 14 percent rely on editorial/news coverage of brands.
So what sources do consumers trust? A whopping 74 percent say personal experience is the most reliable source for getting information about businesses. Nearly six in 10 (59 percent) use family members, friends or colleagues as a trusted source, while 48 percent believe reviews of products or services are valuable sources of accurate information.
What do these results mean for you? Some of the things consumers value aren’t surprising at all, such as the quality of the product or service, and the value for the money. You’re probably already emphasizing these factors in your marketing materials. Nor should it be surprising that customer service is a key issue for consumers choosing which businesses to patronize.
However, the fact that nearly three in 10 consumers care about a company’s integrity and 14 percent consider how it treats employees when making purchasing decisions are somewhat surprising. Think about how your marketing and advertising can emphasize these aspects of your business if you have employees.
Make sure any guarantees are prominently accessible on your website, displayed on your product packaging or included in your service contracts.
Consider creating a mission statement that encompasses your commitment to integrity, and sharing it with customers.
Ensure that all of your marketing efforts must work together to promote your ultimate goals. By developing a well-rounded marketing plan that takes all these factors into account, you’ll achieve what every business owner wants: becoming the talk of the town in a good way.