Greg Simpson, founder of Press for Attention PR and Enterprise Nation Champion for Nottingham, proposes a new year’s resolution for marketing.
OK, maybe you loved the film, but I fell asleep about 15 minutes in. However, that is all I needed to hopefully get a key concept over to you about how to create professional marketing campaigns that actually work into your planning for 2021. I’d like you to use this as a new year’s resolution.
Let me explain.
In the film, the planet’s environment is poisonous, so human/Na’vi hybrids, called ‘Avatars’, must link to human minds to allow for free movement on the planet. In computing, an avatar (also known as a profile picture or userpic) is a graphical representation of a user or the user’s character or persona. I understand that there are also connotations within Hinduism around materialisation of a deity although my knowledge here is very, very small. Please excuse my ignorance. The key theme though is that there is representation of something.
So, what the hell does this have to do with marketing?
Well, everything. You see, far too many businesses say their customer “could be anyone” or “we don’t really have a TYPICAL” customer, or “there’s no one size fits all with us.” That is true, to an extent.
However, if you want your marketing to really perform, if you want to attract the best customers for your business, for your team, for your goals, for your profit, even…for your enjoyment, you need to have a customer avatar.
We’re not talking about a mash-up of all the various customers that you might attract, we are seeking the IDEAL customer, the one you love to provide products or services to and who loves that product or service in return.
A proper win/win. Not “that’ll do” or “they might work” or “seems fair” or “could find it cheaper but ok.” No ifs and buts. We want the absolute nailed-on best customer you can find. Let your imagination run riot. Who are they? Do they have a specific age range, buying habits, location? What are they able AND willing to spend if you can solve their problem? What do they worry about? What keeps them awake at night that you can help with?
That is the key thing, do you even know what their problem is or what opportunity you are bringing to them? Do you know their pain point, and can you easily solve it and explain how you are the right person with the perfect solution? Far too many businesses attempt to foist a service upon a customer that doesn’t actually NEED it, nevermind want it!
Now, this is not an exact science and of course you won’t have EVERYONE aligned nicely in your little magical marketing kingdom but if you stick to this approach, life is far easier, and you are far more likely to attract and end up working with the ideal customer in 2021.
Wouldn’t that be a nice way to start the new year?