It is both amazingly simple and extraordinarily elusive. The bell curve, so named by its shape and not any other reason, graphically represents popularity. Perhaps of a cohort, perhaps of stock, you have on hand relative to sizes.
Until you have determined the criteria by which your target market sits within the middle of the bell curve you are chasing ghosts. Start-ups and SMEs do not require and cannot achieve an all-things-to-all-people marketing strategy.
One former Coca-Cola marketing VP was famously once asked, “Who is the ideal customer for Coca-Cola?”.
His reply, “Any c@#t with a mouth”. This quote has actually been attributed to many including the great Australian Adman Alan Morris of Mojo fame.
Coke, MacDonald’s, et al can afford that kind of strategy.
If you’re competing with a massive brand, or want to be, then accurately defining your target market is even more critical to success.
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