Bristol, United Kingdom (PressExposure) March 06, 2009 -- In a downturn, small businesses need to work smarter and target their messages at key customer groups, according to a leading marketing expert.
In tough business conditions, small firms can make their marketing budget work harder by targeting their messages at key customer groups. Instead of taking a scatter-gun approach, entrepreneurs need to segment their customer base and then target the best prospects.
Thatâs the message from Lucy Whittington, director at Inspired Business Marketing and expert contributor to Marketing Donut, the marketing advice website for SMEs.
âSegmentation [http://www.businesslink.gov.uk/bdotg/action/detail?r.lc=en&type=RESOURCES&itemId=1073792478&r.s=sl] is particularly important during a downturn,â says Whittington. âIt should get you a better return, because you are not giving a one-size-fits-all message.â
Whittington says firms should work out who they want to target. âThis usually translates to the most profitable customers, although firms should take care to look at the lifetime value of a customer rather than a one-off purchase,â she points out.
Having identified the most profitable segments, Whittington advises firms to target their marketing spend to where their most profitable customers are most likely to see those messages and also to develop new products (or repackage existing ones) to suit different segments.
âBy changing the look of their adverts and where they advertise they can position themselves as an expert rather than a general practitioner and are likely to get more customers as a result,â explains Whittington.
This kind of marketing does not have to cost the earth, she says. âIf you have a good database then email is a cheap and easy way to send targeted messages.â
For more information about Inspired Business Marketing, visit http://www.inspiredbusinessmarketing.com/
Contact: Mick Dickinson BHP Information Solutions Ltd Bristol, UK 0117-904-2224 firstname.lastname@example.org [http://www.bhpinfosolutions.co.uk]