The principle of every marketing strategy is simple – Recognize your audience. Without knowing your target audience, it is daunting to create a marketing plan. Without marketing plan, your image development efforts get scattered and counterproductive. On the other hand, with targeted demographic group your energy gets directed towards focused and effective marketing.
First identify who your jewelry niche target customers are. You may say; ‘20-60 aged women with high and medium income levels’ then this is not an ideal customer analysis. Actually, targeting analysis not only about age and income but includes interests, tastes and self-image. For successful marketing, it is crucial to define primary consumer base in detail.
Determine your primary target audience
Pearls appeal extensive range of women but purchase of Akoya jewelry or Tahitian pearls is personal preference amongst a core group having plenty in common. However, it is necessary to understand the commonalities beyond personal preferences. For identifying primary target group start with yourself to identify the design styles and tastes related to your demographic, which will possibly appeal to people like you.
A new pearl jewelry business-owner must target a couple of groups for successful branding. Add geo-target zones to make this process easier. For example; the young urbanites [ladies – 22 to 29] in Chicago, if you are in handmade pearl jewelry business than target customers residing within your county with ages between 21 to 35 years. The females targeted belong to well-educated group, are full time workers, enjoy online shopping, and have active social life.
Significance of determining target customers
Target marketing allows reaching consumer groups that are likely to buy your pearl jewelry products.
- Targeting helps to identify sales materials to be used like graphic designs and content writing.
- Mass marketing approach is waste of resources on customers having little interest or is loyal to competitor’s brand.
- Small group offers a large opportunity for increasing revenues.
- Target demographics share various same characteristics and that is being interested and curious about your pearls.
- Promotional resources focused on target customers achieve good response thus increasing brand loyalty.
- Concentrating on target demographics help to establish you as an expert in your niche, reach rapidly to changing trends, and monitor competitors. It means establish a solid presence in target market.
Thus you can see how identifying your audience helps to create successful market plan.
