Understanding your audience is essential in order to grow your screen-printing business. It is important to differentiate yourself from the competition by focusing on the unique capabilities that you bring to the prospective customer.
Step 1: Know your Current Customer Base
Profile your current customers and understand whom your business is attracting and why they are buying from you in particular. It is likely that people who have similar interests and characteristics would also benefit from your services.
Example #1: Local artists come to our business because we are devoted to working with them to create prints that realize their artistic vision.
Example #2: Sports teams seek us out because we print on top-of-line performance garments that have dominated the sports market.
Questions to Answer:
1. Which customers are putting in the largest and biggest orders?
2. Are businesses seeking out your shop to purchase branded goods for their own marketing purposes?
3. Why do they seek your business instead of doing business with another shop?
Step 2: Research your Competition.
Research will allow you to understand your competition, which will essentially help you identify your own niche market.
Questions to Answer:
-Who are your competitors’ current customers?
-Who are your competitors’ targeting?
Investigating your competition will enable you to discover your niche market that they are overlooking. Find services and products that your competitors are not providing their current target market.
Step 3: Analyze your Product/ Service.
Write out a list of features that your screen-printing business contains. List benefits that each specific feature provides. As well as benefits of those benefits.
Feature: ‘Our company offers high quality graphic design services.’
Benefits: These services can provide customers with a professional logo, therefore providing a professional company image. A professional image will attract more customers because they see the company as professional and trustworthy. Essentially offering high quality graphic design will enable your client to gain more customers and make more money.
Once you have your benefits listed, make a list of people who need what your company can provide to them.
Step 4: Choose specific demographics to target and consider the psychographics of your target market
In this stage think about who exactly has a need for your product or service.
-Marital or family status
The psychographics are the personal characteristics of a person that include their personality, attitude, lifestyle, values, interests, hobbies, lifestyles, and their behavior.
Step 5: Evaluate your Decision
Evaluate your decision by making sure there are enough people who fit your criteria, your target market will really need and benefit from your product/service, and they can afford what you are offering. Make sure that you can reach them with your message and that they are accessible.
Lastly, remember that you can have more than one niche market.
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