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Your Customers – An Analysis

Your Customers – An AnalysisJulie Gorham2019-08-15T10:45:35-08:00

Your Customers - An Analysis

Step 1 of 9 - Customer Analysis: Introduction

11%
  • In marketing and advertising we define customers within markets such as as 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?

  • 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?
  • What motivates them to buy? What pain points are they experiencing?
  • Please enter numbers only.

  • 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?
  • Brainstorming tip: Are they famously frugal? Willing to pay for convenience? Prefer to spend their money on experiences rather than things?
  • 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?
  • Some examples might be: retail, finance, construction, manufacturing, wholesale, distributors, services.
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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 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.

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  • Your secondary customers

    Secondary customers 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.

  • 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?
  • Brainstorming tip: Are there trends in how your secondary customers lead their lives? Here's some examples of things you might have noticed that many of your secondary 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?
  • Brainstorming tip: Are they famously frugal? Willing to pay for convenience? Prefer to spend their money on experiences rather than things?
  • Brainstorming tip: Do you know your secondary 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?
  • Some examples might be: retail, finance, construction, manufacturing, wholesale, distributors, services.
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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.

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  • 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.

  • 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?
  • Brainstorming tip: Are there trends in how your tertiary customers lead their lives? Here's some examples of things you might have noticed that many of your tertiary 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?
  • Brainstorming tip: Are they famously frugal? Willing to pay for convenience? Prefer to spend their money on experiences rather than things?
  • Brainstorming tip: Do you know your tertiary 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?
  • Some examples might be: retail, finance, construction, manufacturing, wholesale, distributors, services.
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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.

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  • Your 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.

  • 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?
  • Brainstorming tip: Are there trends in how your transient customers lead their lives? Here's some examples of things you might have noticed that many of your transient 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?
  • Brainstorming tip: Are they famously frugal? Willing to pay for convenience? Prefer to spend their money on experiences rather than things?
  • Brainstorming tip: Do you know your transient 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?
  • Some examples might be: retail, finance, construction, manufacturing, wholesale, distributors, services.
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  • You're amazing! That was a LOT of info to plow through.

    >strong>Now submit your information, and you're done.

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