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Page 66 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

That says it all for target marketing research.

Find out who your clients should be, and find

out how they want it. This is called nichemanship.

Look at things like: age, sex, race, occupation,

education, income, activities, interests,

beliefs, & frequency of use of your service.

Then watch for

trends that concern

your niche of the

market by being an

avid consumer of information.

Segment

one particular specialty and

call it your

own. Promote yourself

as the specialist,

the expert, the authority.

Today's consumers demand

more and more choices. Look

back 75 years ago and this just wasn't so. Henry

Ford was a pioneer automaker. His assembly

line production set the market standard for efficiency.

But he did nothing for market research.

"You can have a Model T in any color

you want," he used to say. "As long as it's

black."

The term market research scares a lot of professionals.

One objection is that they can't afford it.

A second objection is that even if it is affordable,

you can never really know what people

want.

Let's dismiss the second objection first. Some

question the reliability of surveys. How can we

base decisions on what a few hundred randomly selected people say?

FBcampaigns

Your Business Needs

SOCIAL MARKETING

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