In order to have a successful marketing strategy you need to know and understand your MARKET. Who is your CUSTOMER? Who is your CONSUMER?

For us at Kalma Life we have various different customers – this is who is purchasing your product, whether that is a baby yoga class, toddler yoga class, a minds and wellbeing class. The consumer is the child who is accessing the class. Understanding the difference between these is key to ensure effective marketing.

Some of our Customers are:

• Parents of babies, toddlers, children
• Schools – Head teachers/PE leads
• Nursery’s
• Charities
• Scouts/girl guides/brownies
• Home educators

Dream Customers

A powerful strategy to use within your local area is to identify your Dream Customers. ie. Those customers who will buy faster, buy more and buy more often. They are usually the easiest customers to deal with too.

The dream customers for our particular type of business are first time parents wanting to give their baby the best start in life with the benefits of Yoga. Baby Yoga can help any babies with developmental issues and minor infant ailments.

Customers with only one child who has no ties for other childcare can keep coming back to classes and on returning to work can move to weekend classes.

You should identify the ‘dream customers’ in your local area and make additional ongoing effort to try and bring them on board as customers. This is in addition to your other marketing efforts.

Introducers

Introducers are typically businesses who recommend your products and services to their customers and customers usually in return for some form of commission. This can be an excellent way to quickly grow your business without having to spend a lot of money on sales and marketing. The best introducers are usually those with the biggest prospect or customer base. Individuals can also be good introducers particularly if they are people of influence and have access to the type of customers and customers we want.

The best introducers for our business are:

• Health Centres
• Children’s Centres
• Existing Customers
• Nurseries
• Complimentary businesses