We started with an in-depth discussion about who would be their ideal domestic customer - families with kids and dogs.
I asked questions such as, " Why would they have their carpets cleaned; what do they enjoy doing together and individually; where do they go; what do they read/listen to, what's important to them?"
By the way, profiling like this works whoever your ideal customer is - be they accountants, heavy engineering sales managers, retailers or consumers. The reason behind it is that even the best promotions will fall flat when they're in the wrong place. They need to be noticed by your ideal customers in their normal daily life.
In this instance, we agreed that parents with younger children probably wound't see their current promotions, However, we thought they would go to indoor play centres and enjoy a cuppa whilst their offspring have fun (from experience, going with friends can be fun but if you are your own as an adult you have lots of time to notice your surroundings and read the noticeboards!). Having just secured a contract to clean such a business, we developed a campaign to promote the carpet cleaning firm's services in the play centre.
It developed into a long term form of buddy marketing so both businesses promoted and gave a testimonial to the other. Parents, noticing the clean play centre would then relate to and make note of the banner promoting the company that kept the centre's carpets looking clean and hygienic. In return, receipts given by the cleaning firm to family clients promoted the play centre on the reverse.
Hannah Sookias helps businesses develop effective marketing with fresh perspectives and ideas. Through and consultancy, training and marketing mentoring we can help you profile your ideal customers and how best to catch their attention. Contact us to find out more and arrange a no-obligation chat with Hannah on +44 (0)1283 808460 or email hello@sookiasmedia.com.
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