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🕒 Lecture 2 mn

Lorsqu’un projet est sur pied et que le temps est venu de se pencher sur les aspects marketing, une question se pose : doit-on cibler précisément sa clientèle ou tenter de conquérir tout le monde ?

L’indispensable stratégie marketing

Pour séduire un maximum de consommateurs, on a parfois tendance à se dire que plus on vise large, plus on a de chances d’avoir un volume conséquent de clients. Or, cela n’est pas tout à fait vrai car un produit / service qui convient à quelqu’un ne sera pas forcément adapté à un autre.
Il est donc préférable, en tout premier lieu, de réfléchir à sa cible et d’anticiper ses besoins, pour si possible la toucher en plein cœur. Le hasard n’a pas sa place dans une entreprise et chaque action doit faire l’objet d’une analyse pour porter ses fruits.

À chaque produit sa cible

Aussi, définir une cible restreinte ne veut pas dire que l’entreprise n’aura qu’un seul type de clientèle. En effet, une même entreprise peut proposer plusieurs gammes de produits qui s’adresseront chacun, respectivement, à une clientèle spécifique. La cible sera certes réduite pour chaque, mais si on la considère dans son ensemble, elle sera large et complète.
Ainsi, plutôt que de chercher à plaire à tous, pourquoi ne pas trouver ceux qui sont réellement concernés par notre offre. Ce travail prend du temps et demande une réflexion stratégique, mais les résultats seront à la hauteur du travail préparatoire effectué.
Il s’agit là d’une stratégie dite différenciée qui consiste à interpeler un segment de clientèle précis pour chaque produit / service commercialisé.

Comment définir sa cible ?

Rien de plus simple ! L’idée est d’analyser qui pourrait bien avoir besoin ou envie de nos produits en se basant sur les critères suivants : âge, catégorie socio-professionnelle, sexe, niveau de revenu, etc.
Cela permet de se positionner en termes de communication, mais aussi en termes de prix car chaque cible réagira différemment à votre message et à votre politique tarifaire.
L’objectif de la définition de la cible et du positionnement est donc de situer son offre sur le marché et de la distinguer parmi les autres concurrents et les produits similaires. Se positionner clairement est donc offrir à votre entreprise la possibilité d’avoir une vraie identité.

Quels résultats ?

Même si vous êtes septique et que vous manquez de temps pour mener une réflexion en amont, les résultats de cette action marketing de ciblage ne se feront pas attendre.
Au-delà d’une hausse des ventes, la satisfaction de vos clients est prévisible. Ainsi, un consommateur dont on comprend les besoins et les attentes appréciera que votre offre y réponde et lui soit adaptée. Les caractéristiques de votre produit seront claires et bien cernées.
Viser large n’est enfin pas recommandé lorsque l’on entreprend, car le consommateur risque de ne pas se reconnaître dans votre offre et donc de la contourner. Analyser pour mieux cibler est peut-être l’un des secrets d’une affaire bien menée !