All Customers Are NOT the Same

Customers are individuals, and they do not all respond to the same products, messages or marketing approaches. One customer may want detailed information before making a decision, while another may focus on convenience, price, service, creativity or the overall value of an offer. Recognizing these differences can help businesses communicate more effectively with the audiences they serve.

Understand the Audience Before Choosing the Message

A marketing campaign should begin with the people you want to reach. Consider whether the audience consists of customers, employees, students, healthcare professionals, trade show attendees, business executives, community members or another group.

The same message and promotional product will not necessarily be appropriate for every audience. Understanding the recipient can help determine the tone, information and merchandise used in the campaign.

Different Customers Have Different Priorities

Purchasing decisions can involve many considerations. Some customers concentrate on price and budget, while others may place greater importance on product features, service, convenience, availability, quality or customization.

These priorities can also change depending on what the customer is purchasing. A buyer may be highly price-conscious for one type of order while placing greater importance on service or product selection for another.

Provide Information for Different Decision-Making Styles

Some customers want to review details and compare several options before making a decision. Others prefer a straightforward recommendation that helps narrow the choices.

Good marketing can accommodate both approaches. Clear product information gives customers an opportunity to research, while organized choices and helpful guidance can make the decision easier for customers who do not want to sort through every available option.

Match Promotional Products to the Recipient

Promotional products should also be selected with the audience in mind. An item intended for a corporate meeting may be different from one chosen for a school program, sporting event, healthcare promotion, trade show or employee appreciation event.

Consider how and where recipients are likely to use the product, whether it fits the occasion and how well it supports the marketing message.

Consider the Occasion

The same customer may respond differently depending on the situation. A trade show giveaway serves a different purpose from a holiday gift, employee recognition item, sales-meeting product or customer thank-you.

Thinking about both the recipient and the occasion can help narrow the product selection and create a promotion that feels appropriate rather than generic.

Avoid Making Assumptions About Customers

Audience information can guide marketing decisions, but broad labels cannot tell you everything about an individual customer. Age, occupation, industry or personality alone should not be used to assume what someone values or how that person will make a purchasing decision.

Actual customer questions, feedback, purchasing patterns and campaign results can provide more useful information about what your audience needs.

Give Customers Appropriate Choices

Businesses often serve customers with different budgets, preferences and objectives. Offering appropriate choices can make it easier to accommodate those differences without trying to create a completely separate marketing approach for every individual.

In promotional marketing, that may mean considering several products, price ranges or presentation ideas before deciding which option best fits the audience and campaign.

Listen to Your Customers

One of the most useful ways to understand an audience is to pay attention to what customers actually ask for. Questions, feedback, repeat orders and responses to previous promotions can help identify what matters to the people your business serves.

Garrett Specialties can help you select promotional products based on your audience, event, quantity, budget and marketing objective. For assistance, call 1-800-320-1510.