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Chapter 2. Marketing Campaign Foundation > Mission Statement - Pg. 10

Marketing Campaign Foundation 10 Mission Statement What's the "30-second elevator speech" you'd tell someone who asked what your company does? Include the main benefit to your customers as well as a description of your product or service. For example, "Company A saves medical clinics millions of dollars by providing access to a cen- tralized patient database." Or, "Company B designs flower arrangements at wholesale rates for weddings and special events." Remember, every person who receives your mission statement is a potential customer or partner. Keep your message short. Include the chief benefit your company provides that will encourage potential customers to ask for more information. Here's a sample mission statement for Red Mountain Spa: Red Mountain Spa is an all-inclusive resort that offers fitness adventures and healing programs to renew your mind, body, and spirit. Target Market Describe your preferred buyers. To help you with this, look at your current customers (or those of your competitors, if you have a new business). Consider demographics such as sex, age, marital status, job title, and job industry, if applicable. Also consider psychographics , which are the lifestyle behaviors and attitudes of your ideal custom- ers. This information gives you an understanding of your prospects' potential buying decisions and patterns. Armed with this insight, you'll be better able to address any concerns or questions, and then guide shoppers through the purchase process. Psychographic questions include activities and purchases made in relation to business/education, health/fitness, and recreation/leisure. Both sets of information are necessary in designing an effective advertising campaign. Your entire