Customer profiling outlines the type of customers likely to purchase your product, what they want and why, features and benefits that matter most, and messaging that will help them find you in the first place. It enables highly targeted marketing and is an essential analysis tool. It allows you to concentrate on ‘real’ potential customers, saving you time and money.

1. Why is it important?

2. Who is your
ideal customer?
If you don’t build customer profiles, your strategy will be hit and miss
and you won’t be getting a strong return on investment for your
marketing efforts. You'll also be giving your competition a real
competitive edge, because this is what savvy companies are doing.
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3. Knowing your
customer
BASIC
MORE...
Age: 28
Gender: F
Contact:
02 4558 4787
Purchasing History:
Skinny Latte
Incomes:
$100,000
Professions:
Business Analyst
Education:
Bachelor Degree in Business
Marital Status:
Married
Number of children:
One
Interest:
Coffee, Fitness, Healthy Food

4. Deliver the precise
solutions to meet
your customers’ needs
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5. Knowing a customer in this depth allows you to deliver the
precise solutions to meet your customers’ needs. It enables
you to offer products at the right locations, at the right price,
and deliver the right features and support to create positive
buying experiences.

6. Aim for
exceptional
customer
experiences
Research your customers and find out
as much about them as possible. What
problems and desires led them to
consider your product? Why did they
choose your product over your
competitors?
Use whatever communication types you
can – interviews, surveys, chatting at
events or in their workplace.
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7. Segment your findings
You may find that there are a number of different types of customer and you’ll need to
segment your findings. Don’t just rely on direct feedback; take note of the language they
use, their mannerisms etc.
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8. Benchmark
Your cafe
Serves in 3 minsServes in 5 mins
Other cafe
Now, do some research around your competitors and determine
the edge you have over them and their edge over you. Are you
better? Faster? Cheaper?
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9. COMPLETE YOUR “CUSTOMER”
ASSESSEMENT IN MINUTES!
HOW MUCH DO YOU
KNOW ABOUT YOUR
CUSTOMERS?
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The next evolution in business assessment
tools. Offering an end to end view, this tool will
shape your business for success.
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10. Create a story
about this person
Morning exercise
Afternoon meeting Datenight
Give them a name and anecdotal details about what their day looks
like. Imagining them as a person makes it easier when you’re
creating content because you know who you are creating it for.
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11. Average lifetime value
of each customer
For example, if you run a café the average customer isn’t simply a $3 cup of coffee.
If that customer likes your coffee and buys it on their way to work every day, they
could be worth $1,500 or more. This will help you decide how much you can spend
to acquire a new customer.
$3 $1,500

12. Equipping your
business to succeed
Now you’re ready for the next steps. Create some messages that address customer
concerns and are motivational. If you’re not the cheapest service in town but you’re
certainly the fastest, and your customer segment values delivery speed above price, that’s
what you’re going to promote.
Take into account the spend required to acquire a customer and get the desired profit.
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13. Best way to deliver
your messages
Deciding the best way to deliver your messages is a
combination of budget, communicating the right message
and reaching your target audience, given what you know
about their daily habits and where they spend their time.

14. Measure your
marketing results
It’s essential to measure your marketing
results. Accurately track spend and
measure where new business comes
from. Take the costs and divide this by
the amount of new customers - this is
your cost per acquisition.
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15. Successful
marketing campaignIf your coffee tastes better than the competition, consider this. If it costs you $100 to put
coffee samples onto the street and five new regulars come into the café, it has cost you
$20 to acquire each new customer.
If this number is below your average lifetime customer value then you’ve run a successful
marketing campaign. If not, try and gather feedback and refine your efforts.

16. COMPLETE YOUR BUSINESS
HEALTH CHECK IN MINUTES!
MOVE YOUR
BUSINESS FORWARD
www.businesspropel.com.au
The next evolution in business assessment tools.
Offering an end to end view, this tool will shape your
business for success.
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GET STARTED NOW - IT’S FREE!