15 FE: Who is Your Target Customer?
A “target customer” is the type of person that a company will expect will be most attracted to their service or product – and therefore most likely to buy from them. For example, a shop that sells baby clothes will have two main types of target customer:
- Expectant parents (pregnant women and dads-to-be)
Who is your target customer?
Here is a brief narrative about the target customer for The Bejewelled Academy’s after school clubs. It could be a he or she in my case, but for the purpose of the exercise I have called my target customer “Jane”
Jane is a headteacher at a school. She is passionate about her job and about being able to offer the best educational experiences and opportunities to her students. She is constantly on the lookout for new and creative ways to enrich her children in and out of the school day. She may have some clubs running at her school already – the typical homework and sports clubs, but she is looking for something new and unique to add to her offer of clubs and workshops. She is, like many other schools, on a limited budget, but his happy to invest in something that will have positive outcomes for the students and will also be of interest to parents.
There are many headteachers who could fit the above description, so this is the general profile of my target customer. I now need to use suitable marketing methods to reach my target customer and sell my service to them.
Using the worksheet below or your own document, write a narrative of your target customer. You can give them a name and include their interests, their personality, their day to day activities etc. You will find questions on the worksheet to help you.
Later, in the Marketing section we will go through different ways to market our product or service, so that you can make sure you are reaching your target customer.