Table of Contents

• How to get understanding your customer?
• How to target prospects or non-customers?
• Marketing for modification of current product to non-customer

Customer acquisition is one of the part of customer oriented marketing activities. In customer oriented marketing approach , there are many activities, start from obtaining data, researching, formulating the segmentation, targeting, and positioning, customer acquisition, up to customer retention.

I want to remind you about basic theory in marketing: the more you understand your target audiences, the better you can provide the solution for their needs, and the easier you can entice new customer and retain existing customer.

How to get understanding your customer?

The ways to understand your current customer is by performing CRM (customer relationship management), and to know your non-customer need is by performing marketing research.

How to target prospects or non-customers?

Non-customer or prospect is your target market for growing your company. To target them, it requires a comprehensive understanding of their need, want, desire, behavior, taste, etc. The challenge is you must know those information, and you must appropriately approach them to deliver you solution that match with their need.

You can easily work and make decision based on data. To make decision whether you perform a campaign or certain program to lure new customer or not, you can see my previous article marketing data analysis and tool utilization. With the data analysis you can plan and perform some program to target new audience to running customer acquisition strategy.

Marketing for modification of current product to non-customer

Above is explanation how to perform marketing approach to non-customer. Afterward, there is another question: “how to approach current product with some modifications to prospects or non-customers?

Marketing a new product ( spin-off product or modification product ) often requires a new approach, sometime needs totally different approach. New customers or prospects have different mindsets and may respond to different advertising.

Several approaches have been stated in my previous article, you can search that in this blog. In this article, I want to focus on the subject below.

But, there is one thing I must explain you, before implementing those approaches, you have to do a validation. There is a good notes about market validation, you can read what we learned about market validation here.

What is market validation?

Market validation is series of tasks of performing a comprehensive evaluation of the market for particular product before the product is developed and launched.

This is a market oriented process. It is performed to get actual data from target audience, then analyze it, afterwards perform some actions based on it.

One fundamental benefit of performing validation is, you can spend money efficiently. The beneficial thing can be obtained if you have strong marketing concept, such as: segmenting, targeting, positioning, market dynamic analysis, understanding true market drivers, value proposition, etc.

The basic steps of market validation ( not to limit the validation step only this ) are:

- Market research: segmenting, targeting, positioning, etc.

- Once you found the target audience, develop some questions to make an interviews.

- Obtain the data from interviews.

- Translate the data.

- Find other data, such as: from the competitors data, newspaper, journal, etc.

- Draw a conclusion.

- Ready to market your product.

In the middle of validation phases, you may get some facts from the feedback, for examples: prospects may not know your product exactly, they may not have time to buy your product, they may not have the money to buy your product, etc.

These are market validation for, getting all the information from people and perform some actions based on the data. The better the questions, the more comprehensive result you will get.

I repeat once more, the most important thing from market validation is, it enables you to try and fail in a less costly. Why? Because in market validation phase you can build small batch of a limited product , test the market, make an experiment, and see the result.

Back to customer acquisition strategy. There are three sub-strategies for customer acquisition, they are: market entry strategy, branding strategy, and advertising strategy.

What are the other examples of customer acquisition strategy? You can comprehensively read and understanding them in what are the strategies for customer acquisition here.