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Addoway, Inc

Understanding Your Target Customer - Don't Be Everything to Everyone

Have you ever taken the time to sit down and think about the ideal customer of yours? To come to think of it, I am not sure when the last time I thought about who our ideal customer is since we have so many different types we try to market to. Is this bad? Could it be bad? Hmmmm!

If you are having trouble identifying your exact target customer the first thing you should do is think about the niche you are in. What is the product line you sell the most of? Is it a complex product for a complex buyer? If this is the case, then you have a niche, but you have to dig deeper. If you sell clothing for women, then you have a niche as well, but a niche you can even target closer by getting specific about the type of clothing or the age range.

These are just examples of questions you can ask yourself as you jot down your target customer. It doesn't matter the type of customer; all that matters is that you know your customer and that you market to them over and over. See if you know your customer is men between the ages of 20 and 30 who work in corporate America, it does you no good to just spend time on Pinterest when that demographic spends more time on Twitter. See what I am saying? Great!

Addoway's most common user is women between the ages of 25-50. Shocked? Did we set out to target that market? Of course not. We targeted everyone and everywhere selling anything. We wanted to ensure we didn't pick a specific niche of product for a specific niche of people and in the end it has helped, but also hindered us because we are not specific about just one thing. We aren't known as a great place to buy anything specific yet. This is why we spend time on all platforms marketing because our market is everywhere right now. Our shoppers shop everywhere. We didn't specify further like we could have in the beginning. 

Once you know who your target customer is, then spend time drawing out what they like and dislike; where do they tend to shop; what types of marketing promotions get them to buy and so on. Ask yourself what makes you buy what you buy and just go from there. Don't try to get it all done in a day. Spend time trying to understand buying habits and the best place to start is right inside your home with you. Once you get done with this, ask yourself if there are other ways you can make money. Maybe it's selling on another platform. Maybe it's increasing your prices or decreasing your memberships. It could be increasing marketing spend on Facebook or Google ads linking to your store. Or maybe it's simply negotiating on prices when you are bringing product in to your warehouse or home. 

When it comes to you and your product lines you can get very specific about your niche and we suggest you do. You want to be known for the best place to go for something rather than a good place to go to browse for anything. Maybe if we went back in time and did this all over we would have gone niche on a specific type of product or products. Who knows? Can't change the past; you can only focus on improving the future. You don't have to change the products you sell, but you can become more knowledgeable about who wants what you have and where you can find them. 

Addoway is not known for a specific type of product and we have thought about moving more in that direction, but at this time we are not. There are pro's and con's to this decision and at this point the Pro's don't out way the con's and we simply do not have the time to revamp for a new market focus right now. Our focus is on making what we have better and bringing in more and more buyers looking for great products from great sellers like you. But right now you can look at your business and your sales and ask yourself if you have a specific type of buyer and if you spend time marketing to that buyer each day. 

Instead of trying to do 10 things in a day just to keep busy, try doing one thing GREAT and repeating it every single day. We are taking our own advice. Let us know what you think and if you already knew your target customer. Thank you.

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Reader Comments  (4)

Donna's Stuff & More
Donna's Stuff & More | May 22nd 2013 at 1369271737

I love this: 'Instead of trying to do 10 things in a day just to keep busy, try doing one thing GREAT and repeating it every single day.' It could be applied to so many stages of life!
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Esso | May 23rd 2013 at 1369372216

How often does Addoway update this blog? I see its been nearly over a month for each submit. What happened to your weekly blogs?
Elsie's Crafts & Collectibles
Elsie's Crafts & Collectibles | May 24th 2013 at 1369433744

Very thoughtful Blog. I think I have my niche, although I never thought about it much. I am a wood crafter and a decorative painter. It is what I do and what I know. The majority of my store items are decorative painting craft books. I have reached out to other crafters, decorative artists, etc. through Google+ Communities, Twitter, FB and Pinterest. I actually sell my finished projects offline but since I am always looking for new ideas, I know that there are buyers online looking for those new ideas too. Hopefully they will find them here on Addoway in my store. Thanks.
Terri8 | May 27th 2013 at 1369691829

Right now I am sort of like Addoway. I sell things that mostly women 20-55 would buy. I sell AVON, new and gently used clothing, handmade items such as crochet and jewelry. So men have bought from me but mostly women buy from me. I am going to stop with the gently used clothing and go for handmade new stuff narrowing it down to jewelry, AVON and pajamas and crocheted slippers sets. I want to produce items so that I can control inventory and price more.