Build Your Brand Part 2: Target your market

BY MIKE DRAPER

Target your market 

To figure out where to target your marketing efforts, ask yourself the following questions:

• Where would I find my target client? At the golf club? At the nursing home visiting their parents? Running back and forth from a daycare or school?

• When they are not speaking with me, who are they talking to?

Once you have the answers to these questions, you’ll know where to focus your marketing initiatives for that target client. Think of it like this: If your target client is a family who needs to renovate their basement to make room for their growing family, then you need to be marketing to their lifestyle. Since daycare or school is somewhere they frequent and it is important to their stage of life, participating in school-related events and school fundraisers would be a good use of your marketing resources.

Mike Draper is a business coach for Renovantage and a frequent contributor to Canadian Contractor. www.renovantage.com