Car Wash - Spring 2016 - (Page 138)

5 Ways 5 THINGS To Target The Right Audience 1 By Mariama Bramble BE CLEAR Sounds obvious, but more than just a product or service, what are you really selling? What problem are you solving, and why would your product or service resonate with your customers? What unique benefits do you offer? This is what you must lock down in your brand promise. Think about it. Take a look at some of the businesses and brands that you resonate with. What about their brand keeps you coming back for more? Certainly you have other options to choose from, so what is it that keeps you coming back for more, what is their unique benefit? What they are really selling is a combination of product, value, ambience (or not), and brand experience. 2 FIND YOUR TARGET CUSTOMER Identifying and finding your ideal target customer is a process few businesses can afford to get wrong. The market analysis section of your business plan should illustrate your industry and market knowledge, as well as any of your research findings and conclusions. 138 IDENTIFY YOUR NICHE The flip side of being a jackof-all-trades is finding your niche and playing to your strengths within that niche. Creating a niche for your business is essential to success. By identifying your niche and choosing to attract customers who will value your services, you will quickly build on that niche and be on the path towards business success. 4 3 STAY FOCUSED One of the pitfalls of not defining what you have to offer is that you can quickly become a jack-of-all-trades and master of none. This can have a negative impact on business growth. Think about it from the perspective of a consumer. How often do you see marketing flyers promoting the service of a local handy man who claims to be an expert in everything from drywall installation to plumbing repairs, and so on? Or the restaurant that offers Chinese food, pizza, and subs. You wouldn't choose either of these, because they have no specialty. You'll win a lot more business with a strong strategic focus on something specific. CAR WASH MAGAZINE | WWW.CARWASH.ORG | 5 TAILOR YOUR BRAND PROMISE Now that you've identified your target market, you'll need to craft a message that reaches and speaks to that market while reinforcing your brand identity. It not only explains what you have to offer, why you're different, and why anyone should buy from you, but it should communicate the promise you're making the customer. This promise speaks to the integrity of your business. Mariama Bramble is a contributor for the U.S. Small Business Administration. This article appeared on the Small BusinessAdministration's Blog page, SPRING 2016 http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Spring 2016

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
Keeping it Clean
When in drought
Reducing your environmental footprint
Continental divide
Will sympathetic pricing draw customers?
Women in Car Wash
Make money, work with friends
Should the customer have a say in employee pay?
International Profile
Women in Car Wash
Hear and be heard
OSHA update
ICA Annual Report
Creating exceptional managers
When professional contacts get personal
Ten tips for transforming your teams
Becoming an employer of choice
Show me the money
ICA launches new series of events for car wash professionals
CAR WASH Magazine wins award
Take a Tour
Wash Ideas
Focus on a Member
Blast from the Past
Marketing Minute
Download It!
Ask Champ
Top Tweets
Safety Tip
Mea Culpa
Advertiser Index
5 Things

Car Wash - Spring 2016