Customer groups gather information in certain ways leading to the point at which they buy a product.

An effective marketing campaign concentrates on how potential customers search for information, so the marketing information is available when and where customers are looking for it.

For example, golfers can be divided into three groups of buyers: pioneers, early followers and late followers.

Pioneers like to be the first to buy and experiment with a new product. They enjoy the intrigue of being on the cutting edge of golf innovation. They look for information on new products in golf magazines, watch what various pros are using, and even search the Internet for tips on new equipment.

A manufacturer of golf equipment usually starts out by giving their clubs to a few pros try to and by running publicity stories using the pros for endorsements.

Increasingly those manufactures are also taking their clubs to driving ranges for customers to try and using the internet as a way of finding their pioneering buyers.

There is not much point in advertising a brand new golf product to the general public. Most golfers won’t use the product until the pioneers at their favorite course have endorsed it.

The most effective marketing tactics coordinate marketing communication and promotions with the actual process the target customers goes through when deciding to buy a product.

You want to be sure to place your marketing messages in the places where customers look for information on your type of product or services.