Targeting Customer & Product Benefits

Subject: Business-to-Business Marketing

Paper Model: APA

Paper Type: Assignment

Total Words: 1087

Document Outline

What is Product or Service? 
What are the strongest benefits the client has to offer?  
In a nutshell, what are you selling?   
What are other options ?
Describe your primary target
What is second target of interest?    
Where can consumers find your product?
Movement in the Marketplace
What does your present customer think of you now?
What would you like them to think of you?
What do you want your customer to do after reading your ad?
Current Situation and Goals
Exploration of current problems and goals:  (Examples: Is a new competitor in the 
market?  Does brand need to establish an updated identity?  Do you need to increase usage 
by a younger target?)
What are the principal competitive products and their approaches?
Competitive Considerations
What can you offer consumers that will set you apart from competitors?  (Consider 
product features, service offers, promotional deals, even style of communications.)
Creative Opportunities
Are there any obvious (or not so obvious) opportunities to be creative?
Do you, the creative person, have any personal experience, thoughts, feelings or bias 
connected with the product?
Does the general population have any preconceived beliefs (or fantasies) about this product 
or service?  
Do you need to change these beliefs or build on them?
What is the strongest message you can communicate to your target audience and how can 
you support it?
Summary
 


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