How to find the right customers?

 A target group always forms the basis of all

marketing activities. It is a group of people or
companies that are characterized by having similar
desires and preferences. They act according to a
certain pattern or exhibit similar needs. In
addition, they often match in socio-demographic
characteristics over, these are, for example, age,
relationship status as well as marital status,
education or income. In short, the target audience,
which are thus people or companies that you want
to address to offer them your product or service
portfolio.
 A target group analysis is an effective
method to define a target group. It is
considered an important tool in market
research and is particularly relevant
in product development.
 In addition, measures of
communication can be adapted and
specifically targeted according to the target
group analyses.
 Your marketing measures can only be successful and
targeted if you know your target group. Only then can
you respond to their needs. Customized and perfectly
targeted campaigns and content are the first step in
this direction. This is how you generate trust and
added value, which has an impact on customer
satisfaction. This, in turn, pays lasting dividends to the
success of your business.
A target group analysis pursues two clearly defined goals:
 Retain existing customers
 Acquire new customers
Retain existing customers – this is how it works!
In order to retain existing customers, you can carry out
various measures:
 Analyze existing customers
 Measures for customer loyalty more effectively
 Respond to customer needs in a timely manner with your
own product or service portfolio

Winning new customers – this is how it works!

There are also various ways to acquire new customers:
 Analyzing your own products or services with the
intention of solving problems and awakening customer
needs
 Identification of new target groups
 Finding the right target audience is essential to your
success. Therefore, the first important step of a target
group analysis is to collect information to define your
target group exactly. Only if you know how they act
and think, you can tailor your campaigns to fit them
exactly.
 For this, you use individual characteristics that can be
segmented into different categories.
 AGE

 GENDER

 FAMILY STATUS

 RESIDENCE
 EDUCATION LEVEL

 OCCUPATION

 INCOME LEVEL
 MOTIVATIONS

 OPPINIONS

 DESIRES

 VALUES

 LIFESTYLE
 PRICE SENSTIVITY

 CUSTOMER SATISFACTION

 PURCHASE RANGE

 PREFFERED DEVICES
 Which potential customers do you want to address and
which rather not?
 Which reasons has the potential customer for a
purchase?
 How much budget is available to him?

 How much does the potential customer pay attention

to quality?
 Which functions and features are important and possibly
decisive for a purchase?
 Which preferences and needs has the potential
customer?
 Which values pursues this person – is it, for example
tend to be more inclined to buy sustainable?
 How old is this person?
 Where does it live?
 What occupation and educational level does the target
person have?
 How much does your potential customer pay attention
to aesthetics and status symbols?
 Where and when is purchased?
 What do the purchase frequencies look like?
 What other influential factors are there on the purchase
decision?
 To find out how your target group responds to
products or services, it is important to know the
buying behavior. For this purpose, there are very
individual characteristics by which the consumption
habits differ within a target group. The following
guiding questions will help you to gain insights into
the buying behavior of potential customers. This will
give you a better impression.
 BRAND PREFERENCE?
 DOES TARGET GROUP WANT TO PAY THE PRICE?
 WHAT,WHY,WHEN DOES THE TARGET GROUP
BUY?
 PURCHASE FREQUENCY
 WHAT INFLUECE THE PURCHASE DECISION.
 So far, you’ve already diligently gathered data and are
as good as done with your target audience analysis.
Before you use those data and results for marketing
purposes, you should review them again. In this phase
it offers itself for example to start a market research.
 Now you are almost at the end of your target group
analysis. Through surveys, interviews, your own
experiences, etc., you’ve been able to define your target
audience pretty well. However, the final goal of your
analysis should be to create a user profile that helps
you to better understand the desires, goals and needs
of your target group.

 Always keep your user profiles up to date. If you get

new insights through further methods, these should
also be incorporated. This way you are always prepared
and can react faster to changes.
 Surveys are always a chance to find out more about
your customers. They also give you the opportunity
to gather a lot of information with relatively little
effort. By offering the option to participate in the
survey anonymously, you also increase the chance of
attracting more participants. The surveys can take
place in writing (e.g. by mail), as well as online.
Interviews
 Interviews are much more time-consuming than surveys,
but your participation rate is usually higher and the
results are of higher quality. Even if an interview cannot
be anonymized or can only be anonymized with difficulty,
you have a clear advantage: You can question the
interviewee much more intensively and respond precisely
to his or her answers.
Reviews/Support requests
 With the use of reviews, you can learn quite a bit about
the wants and needs of your target audience. It does not
matter whether they are for your products or those of your
competitors. You can use this knowledge to grow and
minimize problems in the future. Requests made to
support can also be helpful in better aligning your
own product or service portfolio with the target audience.
 Online research
The cheapest way is to search the internet for information
about your target audience. However, you have to keep in
mind that not everything you find on the net is correct.
Sometimes data is therefore not reliable. For this reason, only
obtain information from trustworthy sources.
Tools like Google Trends can help you get further insights into
your target audience. It’s also helpful to mine social media for
information to feed your audience analysis with more data.

Internal company data

 In this context, it also makes sense to access your own data.
However, here you only have access to information of already
existing customers. This makes it more difficult for you to
develop new customer groups. Nevertheless, it is very helpful
if you use already existing data and also let it feed into the
target group analysis.