The Edge Marketing

What do Klingons, giant rubber bands, and monster trucks all have in common? They hold the fascination of every male on the planet - and they make frequent appearances on Spike TV. Spike TV, which totes itself as a network for men, is the perfect example of the power of knowing your audience and giving them what they want.

In one week of watching Spike TV you can expect to see poker, ultimate fighting, demolition derbies, cop shows, kung fu movies, school bus figure eight racing, pyrotechnic explosions, Klingons, customized cars, Chairman Tamori, giant rubber bands, sports superstars, Captain James T. Kirk, video game awards, Japanese trivia shows, dating competitions, MacGyver, and monster trucks. And that is only a partial list of what Spike TV offers men.

When it comes to your small or home business, knowing your audience, giving them what they want, and letting them know it's there for the buying are essential steps to establishing a consistent income.

Knowing Your Audience the Spike TV Way

The creators of Spike TV saw an opportunity in the television industry to create a network marketed toward a huge, almost completely neglected demographic of men. By creating a product men would be interested in (did I mention MacGyver?) and packaging it to succeed, they paved the way to truly become the "first network for men." Follow these steps to find out who your audience is and what their habits are.

First, categorize your potential customers or clients according to their similarities. You may create these groups based on age, socioeconomic status, gender, political activity level, or any other characteristic that is relevant to your business. Group your potential clients and customers based on characteristics they actually possess, rather than on features you would like them to have or that you think they should have. Just because men should be interested in keeping the kitchen clean does not mean Spike TV should create a show all about dish soap.

Second, distinguish between the categories of your customers that will purchase what you're selling and those that will not. When all is said and done, your business relies on the revenue customers generate to stay in business. If no men watched Spike TV it would not still be a viable, thriving network. It may be helpful, if you have the resources, to identify which categories of your customers might not buy right away, but may come back and purchase later.

Finally, discover how your customers will use or purchase your product. Spike TV no doubt was faced with the challenge of providing quality service to both Sci-Fi fans and Demolition Derby junkies. Some of your customers may purchase your product based on impulse, while others may be converting from one of your competitor's products. Still others may need information, testimonials, and a personal relationship with you before they spend money. Catering to your individual customers (by identifying categories and marketing to the ones that will buy what you're selling) increases the likelihood that they will return the next time they need your services.

Knowing your audience and meeting their individual needs can be the difference between barely scraping by and buying a yacht - or a school bus figure eight racing track of your very own.

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