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With a blank piece of paper (or screen!) write the target market name, e.g. Lower Hutt businesses of 5+ employees.

Then ask yourself a variety of questions that help you describe your customers and their behaviour. Jot down your thoughts as you go. A good place to start is using questions that start with Who, What, When, Where, Why and How.

• Where are these people located?
• Where do these people shop?
• What do they do in their spare time?
• What is important to these people?
• What do these people value in life?
• What motivates these people to purchase?
• When do they make purchase decisions?
• What do these people like and dislike?
• What sort of environment/situation do they use your product in?
• How often do these people buy?
• What quantities do they buy in?
• What are they thinking/doing just prior to buying your product?
• Who helps them or influences them when they make a buying decision?
• Who decides whether to buy or not?

To get more information talk to customers or people you know who are in these target markets. Talk to local business agencies, city councils, your local Chamber of Commerce, or others in the same industry. Read the local papers, search on the web, or visit trade shows or expos. Look at what your competition thinks is important to each market. Try to find out as much as you can about these people and what they expect.

These profiles become a vital part of selecting the most effective marketing programmes. They help you decide the best time, method and style of marketing activity and improve the likelihood of you offering services that your customers will want and will respond to.

If profiling your customers is something you haven’t done yet then set some time aside this week and get started. It will certainly pay dividends!