How to Identify your target customers - Customer Avatar
While I was thinking to write down an article on "Customer Avatar" learned in Digital Marketing Internship Batch - 2 by "Deepak Kanakaraju". I thought of an example to explain it more precisely, I dive into the flashback of my past years to find out something which I can relate to my article and suddenly a scene erupted in my mind which is a perfect match here.
Way back in 2005 when I and my friends completed "M.B.A" and excited to hit the market. 12th -May-2005 it was a result day we all were bit nervous but at the same time we are excited also as we were embarking the new journey of our life, but before we divert into different fields of the life we wanted to make the moment memorable hence we decided to throw a party on the terrace of our college premises. It was 10 a.m when the result came out, all of us did well in the exam, we hugged each other and congrats though the result came out in the morning around 10 a.m, we had the whole day to arrange the party me and my friend "Sashi" had a responsibility to arrange music system likewise we had distributed the other task among with friends for a party.
At 08 P.M the party started, we all were enjoying and having the fun, our faces were shining like stars and eyes were full of dreams we had invited our teachers also and the party was going on at its pace, the music was loud and happening some of us were dancing and some other were having a discussion in the groups, meanwhile my eyes happen to catch "Sashi" he was looking bit sad and stood in the corner. I reached him and asked why is he standing here, he was a bit nervous about his future though he was a brilliant student and he did very well in his exams too. He replied in a dull voice, buddy I m a bit confused as I have a different plan for my future, to my surprise it was a bit astonishing but I could not judge him without knowing the fact further, he added that he wants to start his own adventure travel company, he has the product ready as he started planning about the company from the 2nd semester, now as the time was already late and the party was about to finish I suggest him to consult our (Marketing and Research) teacher, Mr. Sharma. We took an appointment with him for the next day's meeting and went to their home. "Mr. Sharma" had vast experience in marketing and research he did P.H.D in this stream and had many years of work experience in, corporates before he started teaching. We were sitting in the drawing-room and waiting for him as soon as he saw us, he called us by our last name, "hello Shinde & Pandey" how are you, you guy's are on time I like the punctual people he said "sarcastically" he sat in front of us and ordered three coffees and said now tell what is your concern. "Sashi" was hesitating a bit, I took the chance and said, "Shashi" wants to start a Travel adventure company he has the product ready now the dilemma is to how to get the customers, to which he took a sip of coffee and initiate our brainstorming he gave us some fundamental concept of sales and marketing which are to some extent similar to what "Deepak Kanakarju" had taught and I can relate those concepts to this article, some of them are as below.
1) What you have learned now its time to Implement.
Mr. Sharma emphasized that now this is time to implement what you have learned during your course. This was similar to what "Deepak Kanakraju" had taught but he went little ahead and asked to teach it so that you can understand in a better way whether it is business or a life. because learning becomes more profound when we do it and doing becomes more profound when one teaches it.
2) Do not scared of failure.
2) Do not scared of failure.
3) Conversation Skill.
The next concept is a conversation skill, which is similar to what "Deepak Kanakraju's" had taught "If you can't converse one to one you cant converse one too many". Assume that you have to address a large public in an event then the best way to do this is, pick up and individual from the audience and keeping that individual in mind like you are having a conversation with him one-to-one, your addressing should be like that you are talking to an individual instead of large public, this will make you're addressing more impactful and the audience will be able to connect in a better way. At the same time mentor also emphasize being authentic as the artificial people are easily caught up.
4) Marketing with life experience.
Marketing is an ever-evolving field and it changes with time. In 2020 the means of marketing has been changed drastically, nowadays it has become more online with the penetration of new gadgets like cell phones, laptops, tablets, people are keener to search their requirements online which tend to increase in online marketing phenomena. Marketing opens a new gateway for the business and it leads to success with experience. Thus every business wants to be beneficial through it but one thing needs to be noted here that the fundamental of marketing did not change.
5) Target customer.
If "Everyone is your customer then no one is your customer". So as "Sashi" wanted to open an adventure travel company, guess who could be his ideal customer,
a) A college-going student with age 25 or
b) A man working in a corporate with age in 50.
Yes, you guessed it right "The college-going student". Now that "Shashi" had got his customer its time to create an "Avtar". He can build an outline strategy keeping his customer in the center. The idea of strategy here is to know your customer very well so that he could create a personal connection with his customer, this could be done in the below ways.
a) Write to one single customer at a time.
b) connect with your customer one to one.
c) connect with your customer psychologically (Use emails & messages to connect).
d) Adress your customer by the first name (in mail correspondence & messages).
e) Join the conversation in their mind ( What is the best for river rafting).
f) Write the mail to your customer like a friend.
e) Use survey-form. https://forms.gle/Xs2zY2KpYoW1uiyUA
6) Conclusion.
Now as we had covered the measure points of the marketing it was the time to implement. But somewhere between these years, I forgot these concepts which are revived by "Deepak Kanakraju". thanks so much.
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