Articles

As things started to go downhill, it dawned on them that instead of focusing on the product, maybe they should look more closely at the needs and desires of their customer’s. Putting their assumptions on hold, they undertook some research to actually find out who loved them and who had no connection with them, and as it turned out, their core customer was not coming from the malls.

Their investigations showed that their passionate customers did not have a common age or profession, rather they all had a common type of outlook on life. This group understood the company and was spreading their love for the product and business. Magnation came up with the term ‘urban savvy’ for these core customers.

By asking their urban savvy customers what they liked about the company and what they wanted, Magnation found their initial assumptions were incorrect.

In fact, the Magnation core customer:

• also loves design books, beautiful stationery and niche designer T-shirts
• loves the culture of inner city life
• likes the quirkiness of the brand
• enjoys the shop atmosphere
• likes it when Magnation keeps in touch with them
• is passionate about specific magazines

Change of focus

Magnation now focus on their core urban savvy customer and sell magazines as well as designer T-shirts and stationery. They specialise in architecture, design, fashion and culture magazines. They have conversations on Twitter. They now know what their market likes, what they want and how to communicate and engage with them.

Moral of the story

Don’t be everything to everyone. Know who your core customer is and listen and learn from them. You may be surprised by the outcome. Connect with them and build a relationship so they return again and again and pass on their love of your brand.