As a business owner it is important to think about your customers. We all focus on those who we believe are our targets. These are normally put into different sections: age, gender, budgets, interests and location. It’s a brilliant thing to do as it helps you to create targeted content and advertisements that will really attract the right types of people into your store or premises. Targeting your audience is a basic task for any business, but it is often questionable whether enough thought is really put into those audiences as a whole?
Forgetting People Who Matter
One of the reasons we establish who our target audience includes is to ensure that the stock we have or the services that are provided will be sold. After all, without those sales the company will not survive very long. The problem is once the audience is defined often we failed to look deeper and this can remove valuable members of that audience, resulting in loss of potential sales.
Those with disabilities are often neglected, at least until something goes wrong. Sadly, the target audience is rarely broken down far enough to include wheelchair users, those with vision or hearing impairments or other disabilities. We can quickly forget to involve these people in our calculations, causing problems for everyone. As a business we miss valuable custom, as customers who have certain disabilities are not catered for and therefore they may not be able to take advantage of the goods or services that you offer, despite being in the right age or interest range.
Include Everyone in Your Targets
So when you have decided to include everyone in your audience what should you do next? When it comes to marketing you must ensure that everyone is able to read or interact as much as possible with your materials. Is the font big enough for the largest proportion of the audience? Would it be more beneficial to provide printed materials for the visually impaired as well as the able sighted? Are designs and information areas also suited to the entire audience? Perhaps the information is too high or the signs and sales information is too difficult to be seen or found by everyone in the premises?
Access is Also Vital
When you have spent time creating the best shopping experience for all of your audience you need to make sure people can come in and spend their money. By failing to think about the access you could be instantly closing your doors to a large proportion of your audience. Perhaps the doors are too stiff, there are too many steps, or perhaps you are unable to serve those who need help effectively. These are all important areas where you can improve access for customers to ensure you do not miss out on any potential custom.
Get the Help You Need to Open Up to the Widest Possible Target Market
The best way to ensure you are welcoming in the biggest audience is by checking out your access. An access audit will help to highlight any problems that could be costing you money. With an audit it is possible to double check that everyone is able to take full advantage of your business and this opens up a bigger potential for you to make money. Additionally it is also great for business as it shows that you are a thoughtful company that opens their doors to everyone who is interested in what you have to offer.
Focus on Your Audiences and Increase Sales
By focusing on increasing your audience to include everyone within your set criteria you can help to improve the revenue that your business brings in. What’s more you are also able to provide improved services to those who need it; thus improving more than just sales.
Aki Hashimoto is a writer who believes that all businesses should use access audits to ensure that they offer total access to all potential customers; not just specific target groups. By carrying out an access audit, you will find that this is beneficial to both you and your customers.