How to help your customer really “see” you

June 3, 2010

Last week, I had the pleasure of attending a major industry tradeshow for one of my clients.  The purpose of my attendance was to review my client’s overall tradeshow presence versus its competition.  As I surveyed the displays of my client and the other vendors, one particular point of differentiation became very clear to me.  A handful of vendors demonstrated through their displays, messaging, and selling approach that they not only knew who their target customers were, but they also knew how to let their target customers know that their business was specifically focused on meeting their target customers’ unique set of needs.

Most of the other vendors may have known who their target customers were, but they didn’t give their target customers the visual or messaging cues that indicated “We understand your business, and we are specifically here and focused to address your unique needs.”  These vendors may have offered all of the products and services that their customers sought. However without the cues of displaying the products in familiar and applicable environments or without mentioning the specific challenges that their target customers face, the customers might have assumed that the products were not exactly appropriate in meeting their needs.  As a result, they may have not noticed or engaged with the vendors to find out more.

This is a challenge that faces many organizations and brands – in business to business industries, but also in business to consumer and non-profit areas.  It seems that some organizations think that their strategic marketing work is done when they have identified their specific target customer markets.  While identifying key target customers is a critical and important step in marketing and brand-building, it is only half the battle.  The other half is appropriately signaling to your target customers that you understand, serve, and are targeting them.

The keys to successfully signaling to target customers are:

  1. Truly understanding the situations and challenges that they face when they are using your product/service (you can get this understanding through various forms of research)
  2. Reflecting your understanding of their needs and perspectives in all of your customer touch points – your messaging, your product offerings, your website, your tradeshow booth, your customer service processes, your packaging, your physical location, etc.

By understanding that “cues” are meaningful to your target customers and communicating these cues to the customers consistently, your target customers have a better shot of really seeing you and understanding how you fit into their lives.  The more that your customers see how you understand them and are dedicated to them, the more differentiated and persuasive you become to them.

While I know that the point I am making is a relatively basic one – one that we as marketers should already know and be doing, I thought it was worth raising, given my experience at the tradeshow last week.  There were many companies with sophisticated marketing who did not clearly demonstrate their knowledge of who they were targeting.  With that in mind, I suggest we all review how the customer touch points throughout our organizations signal our understanding and focus on our particular target customers.  We might find some opportunities where we can help our customers see us more clearly.

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