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Business Buzz: Defining your perfect customer

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Business Buzz: Defining your perfect customer | The Thaiger

PHUKET: One of the first things you should be focusing on in business is deciding what your niche is and who your perfect customers will be. Most people, in theory, will have done this as part of the initial planning and deciding what business to go into, but sometimes businesses change and go through significant metamorphosis over time, so it’s always good to review who your clients are from time to time.

This seems very simple, but it is often overlooked or not given the weight it deserves. Many people have never conducted a proper market analysis. It is never too late to go back and conduct this exercise, as circumstances and markets change.

Quite simply, if we know who our perfect customer is, then we can work out the best strategy to get our message to them and what it should be.

Something worth noting is that our target market is not always what we think is obvious. I remember when I was doing case studies during my MBA we reviewed Harley-Davidson. Initially it was thought that the perfect customer was the ‘tough bikie’ who loved the sound and image of the Harley, and riding with a gang of other like-minded individuals.

It shocked many (including those at Harley-Davidson) to find out that the real target market was middle aged men, accountants and white collar workers, married with kids in safe and steady jobs, basically having a mid-life crisis and desperate to get the freedom of the road and wind in their hair (or what they had left of their hair).

These days, with the advent of online companies such as Survey Monkey, businesses can conduct very simple surveys at no cost to see what their trends are. Obviously it is important to ask the right questions, and you may need to give an incentive to your customers to complete the survey with a special offer or token gift, but the information you receive may well prove invaluable.

This information should then be used to re-examine your whole social media strategy. Next week we will look at building your biggest asset, and it is probably not what you are thinking.

Remember: if you have any questions, please contact me, and I can select some each week and post them on the Gazette‘s Question & Answer section for everyone to see.

Simon Wetherell is a Social Media expert, Lawyer, Best Selling Author & International Speaker. He now resides in Phuket where he trains businesses and individuals on how to profit from the use of Social Media. For more information go to https://PhuketOnlineMarketing.com or call him on 095 085 3355.

— Simon Wetherell

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Archiving articles from the Phuket Gazette circa 1998 - 2017. View the Phuket Gazette online archive and Digital Gazette PDF Prints.

Business

Governments & old media versus social media – who will win? | VIDEO

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Governments & old media versus social media – who will win? | VIDEO | The Thaiger

We look at the recent changes made by the Australian and Indian governments to except control over the world’s biggest social media platforms. India has issued strict new rules for Facebook, Twitter and other social media platforms just weeks after the Indian government attempted to pressure Twitter to take down social media accounts it deemed, well, anti social. There is now an open battle between the rise of social media platforms and the governments and ‘old’ media that have been able to maintain a certain level of control over the ‘message’ for the last century. Who will win?

The rules require any social media company to create three roles within India… a “compliance officer” who ensures they follow local laws; a “grievance officer” who addresses complaints from Indian social media users; and a “contact person” who can actually be contacted by lawyers and other aggrieved Indian parties… 24/7.

The democratisation of the news model, with social media as its catalyst, will continue to baffle traditional media and governments who used to enjoy a level of control over what stories get told. The battles of Google and Facebook, with the governments of India and Australia will be followed in plenty of other countries as well.

At the root of all discussions will be the difference between what governments THINK social media is all about and the reality about how quickly the media landscape has changed. You’ll get to read about it first, on a social media platform… probably on the screen you’re watching this news story right now.

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The social media giants in battle with ‘old’ media and world governments | VIDEO

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The social media giants in battle with ‘old’ media and world governments | VIDEO | The Thaiger

“The rules signal greater willingness by countries around the world to rein in big tech firms such as Google, Facebook and Twitter that the governments fear have become too powerful with little accountability.”

India has issued strict new rules for Facebook, Twitter and other social media platforms just weeks after the Indian government attempted to pressure Twitter to take down social media accounts it deemed, well, anti social.

The rules require any social media company to create three roles within India… a “compliance officer” who ensures they follow local laws; a “grievance officer” who addresses complaints from Indian social media users; and a “contact person” who can actually be contacted by lawyers and other aggrieved Indian parties… 24/7.

The companies are also being made to publish a compliance report each month with details about how many complaints they’ve received and the action they took.

They’ll also be required to remove ‘some’ types of content including “full or partial nudity,” any “sexual act” or “impersonations including morphed images”

The democratisation of the news model, with social media as its catalyst, will continue to baffle traditional media and governments who used to enjoy a level of control over what stories get told.

The battles of Google and Facebook, with the governments of India and Australia will be followed in plenty of other countries as well.

At the root of all discussions will be the difference between what governments THINK social media is all about and the reality about how quickly the media landscape has changed. You’ll get to read about it first, on a social media platform… probably on the screen you’re watching this news story right now.

Keep in contact with The Thaiger by following our Facebook page.

Never miss out on future posts by following The Thaiger.

Continue Reading

Business

Turbulence ahead for Thailand’s aviation industry | VIDEO

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Turbulence ahead for Thailand’s aviation industry | VIDEO | The Thaiger

When the airlines, in particular, were asking the government to put their hands in their pockets for some relief funding in August last year, it was genuinely thought that international tourists would be coming back for the high season in December and January. At the very least local tourists and expats would head back to the skies over the traditional holiday break. And surely the Chinese would be back for Chinese New Year?

As we know now, none of that happened. A resurge in cases started just south of Bangkok on December 20 last year, just before Christmas, kicking off another round of restrictions, pretty much killing off any possibility of a high season ‘bump’ for the tourist industry. Airlines slashed flights from their schedule, and hotels, which had dusted off their reception desks for the surge of tourists, shut their doors again.

Domestically, the hotel business saw 6 million room nights in the government’s latest stimulus campaign fully redeemed. But the air ticket quota of 2 million seats still has over 1.3 million seats unused. Local tourists mostly skipped flights and opted for destinations within driving distance of their homes.

As for international tourism… well that still seems months or years away, even now.

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