Author: Bonnie Harris

By now you should have a pretty good idea of the profile of your best customer, and your desired best customer.  If you're following along with this crash course you probably aren't the type of person who has a lot of time for market research or the budget to create a complex digital or traditional ad strategy. Don't worry.  There are only two things you need to know to create the strategies and tactics for your 2015 Marketing Plan (we start those next week, so relax). 1. Where do your customers get their information? 2. What kind of messages do they respond to? #2 is something that is an ongoing task for you and you'll be working on that throughout the year. Therefore, the last tidbit we need to gather is #1. All I want you to do right now is consider your 1) best and 2) desired best customer. If you can, try to numerically prioritize their information sources (in other words, do they use Facebook, Twitter, do they like to read print papers, etc.). If not, just put an X next to the three you think are their PRIMARY sources of information. To get a better handle on this, start with yourself and narrow it down to your top three. Then think of those two sets of customers (or one if you're already happy with your customer base) and do the same.