Your target market

Splitting your customers into different groups will enable you to market your products or services specifically to the most profitable to you.

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How we set up our niche businesses

Many small firms offer specialist products and services aimed at niche sectors. Bruce Townsend finds out how small can be beautiful.

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The truth about marketing to women

Marketing expert Robert Craven believes firms which don’t change their approach to marketing to women will get left behind. But not everyone agrees.

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Spotting gaps in your market

Every business needs to stay fresh to be competitive. This may mean regularly refreshing your products or coming up with an entirely new offer.

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Why it pays to profile your customers

Understanding your customers is the secret of successful selling. The more you know about them, the easier it can be to increase their spending.

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The art of customer segmentation

Not all customers are the same. So stop taking a one-size-fits-all approach to your marketing and start segmenting your customers.

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Make customer segmentation work

Reaching potential buyers with a targeted message at the right time is key to maintain sales growth. Make sure you identify who spends what when.