Your Customers - An Analysis

In marketing and advertising customers are labeled into three categories; primary, secondary, tertiary or transient.

We're about to do a deep dive into your customer segments in order to understand your market and who we need to connect with.

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Your primary customers

Let's start by looking at your NUMBER ONE customers: Your primary customers. Who are your easiest, most common and highest spending customers?
Please describe this customer*
Type of product or service purchased by this customer. Large purchases, premier products or services purchased? Easy to work with? Buys many products in one visit? How are they different from other customers?
How is your product or service used for your primary customer?*
- Work or business use (B2B)
- Personal or Leisure (B2C)
- Work and Personal use (B2B and B2C)
Where do you target this type of customer?
- Locally
- Regionally
- Nationally
- Internationally
Please describe in more detail where these customers are located.
What are the main motivations for this purchase?
Do you perceive age as relevant to defining your secondary customer?*
- Yes
- No
Please use the demographic segments below to describe the ages of your primary customer.
Please enter numbers only.
What percentage of your primary customer base is between the ages of 0-6?
% Ages 7-12
% Ages 13-17
% Ages 18-24
% Ages 25-34
% Ages 35-54
% Ages 55-64
% Ages 65+
Your primary customers make purchases...
- Online and offline
- Online only
- Offline only
Is the gender of this customer relevant?*
- Yes
- No
What percentage of your primary customers are female?
What percentage of your primary customers are male?
Describe the lifestyle and behaviors of your primary customers (if known)
Brainstorming tip: Are there trends in how your primary customers lead their lives? Here's some examples of things you might have noticed that many of your primary customers have in common: particular political beliefs, a preference for a particular grocery store (eg. walmart vs. whole foods)? Have similar family structures? Enjoy a particular hobby? Exercise habits? Dietary preferences? Religion?
Describe purchasing behaviors of your primary customer (if known)
Brainstorming tip: Are they famously frugal? Willing to pay for convenience? Prefer to spend their money on experiences rather than things?
Is the income level of this customer relevant?*
- Yes
- No
What is the typical income range of this customer?
Describe the media habits of this customer (if known)
Brainstorming tip: Do you know your primary customer's preferred news source (The News Times, The Economist, etc.)? Favorite TV shows? Entertainment genre (comedy, horror, action, etc.)? What about magazines, podcasts, or websites they like to read?
Is the industry this customer works in relevant?*
- Yes
- No
What industries does this customer typically work in?
Some examples might be: retail, finance, construction, manufacturing, wholesale, distributors, services.
Are job titles relevant to your primary customer?*
- Yes
- No
What job titles do these customers hold?
Why is this customer important to your overall sales objective?*
What challenges does this type of customer present?*

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That's one customer segment down! You're that much closer to the marketing plan that will help you achieve your business goals.

Give yourself a pat on the back, and let's dive back in with secondary customers!
Secondary customers
Secondary customers are important to sales, but you don't get as many of them. Perhaps they are slower to buy, or it’s a longer sales cycle and the risk to reach this customer is higher. Or, it's possible you haven't focused in on how to acquire them, but you need them.
Do you have a secondary customer?
- Yes
- No

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That's another customer segment down! You're that much closer to the marketing plan that will help you achieve your business goals.

Stand up, stretch out, and have a drink of water. When you come back, we'll continue by defining your tertiary customers.
Tertiary customers They too represent a portion of your business but the sales are less predictable, or this may be a more challenging customer to acquire or manage. They could need your product or service much less often too. The market may be smaller for this one and there may be an area of growth.
Do you have a tertiary customer? (3rd in the hierarchy)*
- Yes
- No

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That's three whole customer segments down! You're ALMOST done.

Have a cookie before you continue with the final segment: transient customers.
Transient customers This customer is infrequent and unpredictable. This could be a lower margin for your company as well. They may be outside of your target or primary service area so this customer may choose other companies when it's more convenient. Regardless, the financials reveal lowest sales.
Do you have transient customers? (fewest possible sales, but could be high margin)
- Yes
- No