by Kelley-Anne Peck
Principal, Strategic Link
Crain's Detroit Business – Small Business Special
Target Marketing is Key for Success
real estate, the axiom is "location, location, location."
marketing, it's "target, target, target."
with any consumer or business-to-business company, Image Sculpting's
product -excimer laser sculpting- is only of interest to a particular
segment of the marketplace. The trick is to identify those who are
interested in the product and design a marketing plan to stimulate
their buying interest.
research is the beginning of target marketing, and it should answer
the questions, "Why do your customers come to you?" and
"Why do those in your target market go to the competition?"
Knowing the answers will allow Image Sculpting to define it's target
market, to know the buying behavior of that market and to choose
which of marketing's "four P's"-product, place, price,
promotion-will be the one in which investment can increase the client
fact, Image Sculpting has two target markets: the buyer (surgeons)
and the user (consumers). However, the buying pattern of surgery
centers is not consumer -driven, so Image Sculpting's marketing
budget should focus on what is most important to the buyer. The
research will confirm whether the needs of targeted surgeons match
those of the over-all segment of surgeons.
Strategic Link's experience, the key to marketing to surgeons is
to help them maximize their own time and revenue. Therefore, Image
Sculpting's marketing plan needs to focus on product and place.
structured direct-mail and face-to-face selling campaign should
tout the combined product and service of Image Sculpting: quick
turnaround time for the operating room and equipment and block scheduling
for back-to-back patient procedures.
excimer lasers are relatively new in the surgical market, Image
Sculpting also should promote the benefits of it's up-to-date equipment.
the consumer market, Image Sculpting also should research which
of the following is the key to buying behavior: procedure safety,
surgeon background or beautiful results. While Image Sculpting's
current "Specs Aren't Sexy" billboard campaign is very
catchy, it does nothing to address the buying behaviors of either
of it's target markets.
expect physicians to choose where surgery will take place; they
are more concerned about who will perform the surgery. Therefore,
consumers advertising should promote the expertise of the surgeons
who use the Image Sculpting centers.
marketing and strategic-planning firm can confirm the specific needs
of both target markets for Image Sculpting and develop a low cost
communications plan to stimulate the "willingness to buy"
of both surgeons and consumers.