Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Customer profiles bring business benefits

Why customer profiles are vital to any business.


I've just had an email from someone I've known for several years.  She is a photographer called Dorcas Eatch and she runs a business called Fotodayz.  (Try her photography courses .. they are good.)


Anyway Dorcas came on one of my courses years ago and mentioned she has Customer Profiles taped to her office wall.  Customer profiles are a description of an (imaginery) customer. This is a typical customer and gives you all the information about them that makes it easier to target your marketing.  For example your typical customer might be female aged between 45-55 who reads vogue and enjoys cruising holidays to warm places.

In most businesses we have quite a few different types of customers and can produce a profile for each of them.


Customer profiles really make you think about your existing core clients.  But there is another use.


As I explained to Dorcas you should also try defining a profile of the customer you would really like to get (but haven't yet) and work on that.  Last week I was on Radio 5 Live breakfast show .. and today I had a call from someone who want's me to front some work for them  .. all because I have a profile of the typical customer I wanted to listen when I was being interviewed.  The one I'd always hoped for but never seemed to get .. until now!


Customer profiles help you reach the customers that other marketing methods don't.  

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3 Replies to “Customer profiles bring business benefits”

  • Hi Jef

    A very good question. Some of this is (almost) intuitive but some will require you to carry out some research with typical customers.

    For example I know your company, Countax, has two types of customer; trade retailers and end users, i.e. people like me who want a ride on lawn mower.

    Based on this my intuition tells me that your trade retailers are all known to you – after all you supply them with product on a regular basis – and another question might be who doesn’t trade with you but could. In all cases they will probably be members of the trade association (BAGMA), will advertise in the gardening press (even if only locally) and will go to the trade shows you probably attend (a list of attendees to these shows is a good starting point for profiles). Those not selling your product might include garden centre chains etc. This is the intuitive bit and if we apply the same logic to your end users they will have large gardens, high disposable incomes and drive bigger cars (quite a few will o wn 4wheel drive vehicles I guess!). They may read the gardening press or Country Life, Horse and Hound or similar but I’m now begining to guess.

    So how about the research bit. I’d send a questionnaire to a cross section of existing end-users and retailers asking profiling questions like age,postcode, what papers/magazines they read,etc. This could be done via snail mail or email and could be promoted via PPC ads, social media etc.

    You could also send this out via membership organisations like the RHS, RSPB, National Trust etc. and might offer a prize like tickets to Chelsea (the flower show not the football team!).

    Clearly there is a lot more I could suggest but I hope that gives you a point from which to start.

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