| tr> | | | | according to their similarities. You may create these |
| What do Klingons, giant rubber bands, and monster | | | | groups based on age, socioeconomic status, gender, |
| trucks all have in common? They hold the fascination | | | | political activity level, or any other characteristic that is |
| of every male on the planet - and they make frequent | | | | relevant to your business. Group your potential clients |
| appearances on Spike TV. Spike TV, which totes itself | | | | and customers based on characteristics they actually |
| as a network for men, is the perfect example of the | | | | possess, rather than on features you would like them |
| power of knowing your audience and giving them | | | | to have or that you think they should have. Just |
| what they want. | | | | because men should be interested in keeping the |
| In one week of watching Spike TV you can expect to | | | | kitchen clean does not mean Spike TV should create |
| see poker, ultimate fighting, demolition derbies, cop | | | | a show all about dish soap. |
| shows, kung fu movies, school bus figure eight racing, | | | | Second, distinguish between the categories of your |
| pyrotechnic explosions, Klingons, customized cars, | | | | customers that will purchase what you’re selling |
| Chairman Tamori, giant rubber bands, sports | | | | and those that will not. When all is said and done, your |
| superstars, Captain James T. Kirk, video game | | | | business relies on the revenue customers generate to |
| awards, Japanese trivia shows, dating competitions, | | | | stay in business. If no men watched Spike TV it would |
| MacGyver, and monster trucks. And that is only a | | | | not still be a viable, thriving network. It may be helpful, if |
| partial list of what Spike TV offers men. | | | | you have the resources, to identify which categories |
| When it comes to your small or home business, | | | | of your customers might not buy right away, but may |
| knowing your audience, giving them what they want, | | | | come back and purchase later. |
| and letting them know it’s there for the buying | | | | Finally, discover how your customers will use or |
| are essential steps to establishing a consistent income. | | | | purchase your product. Spike TV no doubt was faced |
| Knowing Your Audience the Spike TV Way | | | | with the challenge of providing quality service to both |
| The creators of Spike TV saw an opportunity in the | | | | Sci-Fi fans and Demolition Derby junkies. Some of your |
| television industry to create a network marketed | | | | customers may purchase your product based on |
| toward a huge, almost completely neglected | | | | impulse, while others may be converting from one of |
| demographic of men. By creating a product men | | | | your competitor’s products. Still others may |
| would be interested in (did I mention MacGyver?) and | | | | need information, testimonials, and a personal |
| packaging it to succeed, they paved the way to truly | | | | relationship with you before they spend money. |
| become the first network for men. Follow these | | | | Catering to your individual customers (by identifying |
| steps to find out who your audience is and what their | | | | categories and marketing to the ones that will buy |
| habits are. | | | | what you’re selling) increases the likelihood that |
| First, categorize your potential customers or clients | | | | they will return the next time they need your services. |