Targeted Campaigns: Know Who is Buying Your Product
In today’s competitive market, knowing exactly who is buying your product helps bolster your marketing efforts and win loyal customers.
Instead of a “target everyone” approach, knowing your customers’ preferences and expectations can help you determine the best messaging, offers, products, and services to keep that customer coming back for more—and telling their friends about you.
The More You Know, the Better Your Marketing Results
Basically, the more you know about someone, the better you’re able to build a relationship with them. You listen to them, interact, and ask for feedback. So building your brand with a targeted personal connection with your customer works to grow that relationship.
To do this, leading companies are creating customer profiles and targeting specific demographics. The customer profile, or persona, is a description of your ideal customer, based on demographics, backgrounds, interests, and preferred media channels, like Facebook, email or TV.
Think of it as taking customer service to the next level by offering personalized experiences, loyalty perks, and quality products. And companies use data and technology to create a seamless experience for great customer service and support.
Delivering Customer-First Products and Services
Take Netflix, for example. The streaming giant’s focus on customers is based on knowing them very, very well. Netflix collects data on customers to create hyper-personalized recommendations, helping them find their new favorite shows. They also use the information to create original content that is exactly what customers want to see.
Or Trader Joe’s, whose customers are fiercely loyal to the brand—although there’s much more to their success than those delicious dark chocolate PB cups. Employees are hyper-focused on everyone who comes in the door, with everything from friendly service and product recommendations to super-fast checkout. The company puts customers first to create a personalized experience with each and every shopper.
In the new frontier of cannabis, it won’t be long before a cannabis company makes the Forbes’ list of top most customer-obsessed companies. Knowing and marketing to your customers and your investors with the right messaging, across key platforms, is critical for long-term success.
Tailoring Your Campaigns to Customer Preferences
Consumer data has never been more valuable, analysts say. The industry is still in its infancy—and more sizeable data on the cannabis customer will be gathered over time—but legalization of recreational cannabis has moved the needle on self-reporting and social media data collection and insights.
By understanding customers and putting them first, cannabis companies can build on the knowledge gained by targeted campaigns, and provide customers and investors with communications that resonate. This is also where partnering with marketing experts devoted to the cannabis industry is an advantage. This gives you that insider know-how to research and create effective customer profiles, investor communications, and targeted campaigns that follow the advertising rules specific to cannabis.
The customer profile really is a tool that helps marketers bridge the gap between customer experience and expectation on one hand, and the company’s assumptions on the other. Creating a customer profile includes researching your ideal customer’s age range, what is most important to them, socioeconomic info, and then how to market to them.
We know, for instance, that women make the majority of purchasing and family healthcare decisions, and women will factor prominently in cannabis as leaders and consumers.
In profiling, for example, are you targeting women over 40 who are canna-curious and interested in the health benefits of this natural wellness product? How do these women respond to email marketing, Facebook posts, or videos that feature company employees?
You may have more than one ideal customer to target, and profiles, like any marketing strategy, are refined over time, testing, and monitoring. Using them as a reference in all your marketing and communications will streamline your strategy and grow your company.