ABSTRACT
Decisions about which customer groups to focus on and how to define target customers within those groups are among the most important ones to be made in developing brand campaigns. It is critical for the brand communicator to identify and understand the needs of ultimate customers, intermediaries, suppliers, referrals, influencers, and internal markets or other markets or groups and to be able to prioritize them in terms of importance. Management of referral markets has become an important aspect of business for many companies. In considering communication strategies for the referral market, the starting point must be to try and put oneself in the ultimate customer's place. An ideal world companies would have abundant resources so that all six market groups would receive maximum attention and consistent, ongoing communication. The chapter introduces the spider chart, a simple graphic tool that allows all six or more potential audiences to be identified, valued, and measured on the same chart.
