Get over it. Everyone is not a target market and your food or beverage business cannot be all things to all people. To be most successful, you want to focus on reaching your ideal customer and direct your marketing dollars and brand message at them. This will help you best reach the people who are most likely to buy from you. To understand your target customer, start by creating a customer avatar.
A customer avatar is a fictional representation of your perfect customer. This person purchases your products without hesitation. They are loyal to your brand and sing your praises to anyone who will listen. They seek out your product and are more likely to try your new flavors, new offerings, and new options. They are the person you want to reach when you conduct your marketing activities.
Creating this buyer persona is important because it will allow you to:
Determine where your business should have a presence so that you can be in the right place to reach your target audience
Develop the appropriate marketing messages based on your customers’ needs and perceptions
Anticipate customer needs and create products to meet those needs
As you create your avatar, keep in mind the following tips:
You may have more than one ideal customer. Don’t forget to consult your competitive analysis for direction.
Giving them a name will help to bring your customer avatars to life.
To create a buyer persona, ask yourself these questions and organize your answers in a Google or Word document.
How does your target customer gender identify?
How old are they?
Where do they live? Is geography a limiting factor for any reason?
What do they do for a living?
How much money do they make? Do they live on a shoestring budget or do they have disposable income to splurge on gourmet products?
Are they married, single, parents?
Are they stay-at-home moms, busy on-the-go commuting professionals?
Who are their family and friends?
What do they like to do for fun? What are their hobbies?
What television shows do they watch? What books do they read? What podcasts do they listen to?
Are they active on social media?
Do they workout?
What are their dietary needs? Are they vegan? Do they suffer from gluten intolerance?
What causes are important to them?
Where do they purchase their food? Online? Grocery stores? A combination of both?
Product Specific Information
Why are they interested buying in your product?
Why does it matter to them?
What is their pain point? How does your product help them solve it?
How important is the price point? What about quality?
How does your product make them feel?
What prompts them to purchase your product?
After you have collected this information and assigned it to a personality, a customer avatar will emerge. The avatar will include details about how they see and want to interact with your food or beverage product. Use the information to refine your marketing plans, product packaging, pricing, sale locations, and more, as needed. Just be sure to envision your avatar’s shopping experience when you make the modifications and employ new approaches.