Target The Entire Market

Target The Entire Market

The Way To Grow: Target The Entire Market

As marketing expert Mark Khoder points out, successful marketing isn’t just
about catering to loyal customers. Instead, it requires us to widen our gaze, reaching
occasional buyers and those who haven’t engaged with us yet. By doing so, we tap
into more opportunities and build resilience against inevitable market fluctuations.

Key Strategy Elements:

• Appealing to All Buyers: Khoder stresses the need to appeal to all potential
  customers – not just our most frequent buyers. By spreading our message to
  those who buy infrequently, or haven’t bought at all, we can reach a larger
  audience and expand our business.
• Navigating Life Changes: Life is constantly changing. People move house,
  change jobs, or switch up their lifestyle. Khoder warns that when these shifts
  occur, even our most faithful customers might cease their buying.
  By broadening our target market, we safeguard our business against
  such fluctuations.
• Rising Above Competition: Khoder reminds us that competitors are always
  keen to steal our customers away. By having a wide and diverse customer base,
  we provide ourselves with a safety net, should some of our regulars decide to
  jump ship.
• Big Picture Thinking: To grow and maintain a robust business, Khoder suggests
  that we need to think big. This involves targeting all potential customers, not just
  the ones we already have. A balanced strategy like this can help us keep hold of
  our regulars, while also drawing in new faces.
• Good marketing, according to Khoder, isn’t just about focusing on the customers
  we have now. It’s about thinking bigger, and targeting the full spectrum of
  potential customers. This approach helps us ensure that our business continues
  to thrive, even when faced with unexpected changes. It’s about ensuring that our
  marketing efforts are doing what they should be – retaining our existing
  customers and attracting new ones.