The target market for your poultry farm business is whoever you expect (and even more certain than that) will be persuaded to buy your eggs or chicken meat.
They will come in various shapes and sizes along the spectrum,
But in general, they’ll follow a certain type or types of buyer with similar motives.
Whilst you might optimistically think, for example:
“Everyone ought to buy my eggs, they’re brilliant.”
This kind of thinking is flawed with simplicity.
In the real world, people buy when persuaded the product or service is going to best solve their problem.
(The caveat being, ‘according to their means’.)
What is the importance of defining your poultry farm target market?
Expending marketing energy and resource on a misjudged-target could give you immediate kick off, but miserable returns.
Knowing clearly who you are speaking to is 99.9% of the marketing conversation (*link goes to a premium resource for paid subscribers only).
After all, sales and marketing work together for the end goal of persuading your audience.
And simply put, it’s impossible to persuade anybody if you don’t know who you’re talking to.
By default, you miss the mark.
Target well & strike success.
Example
In this case study, we have been examining organic poultry farm owner, Senthilvela, and his business via an interview with The Weekend Leader magazine.
Our the previous chapters of this study, relating to writing a mission statement, I developed a mock statement, which reads like this:
“To gift the next generation with a healthy inheritance of good food by reviving our native breeds of country chicken”
And now for the target market part…
One issue we are running into here is ‘wordiness’.
To much (all at once) and they won’t listen…is quite an accurate rule for marketing.
And so, for the mission statement we need to preserve the punch of the delivery.
Let’s rearrange some of the words here,
- Exchange ‘our’ for India’s
- Add at the end, for all
Also, we’ll change the following:
- Change To gift, into ‘Gifting’
- Also, exchange ‘the next generation’ with ‘future generations’.
- Remove the word healthy.
And in a few steps, we’ve maintained brevity, concentrated meaning and gotten closer to the finished article:
“Gifting future generations with an inheritance of good food by reviving India’s native breeds of country chicken for all…”
What does this re-working do?
- Puts India at the heart.
- Expands our vision to extend beyond just the next generation.
- And leave room to include non-Indian consumers via export.
