Icon Insurance specialises in insurance policies for smaller and growing businesses: cover for the home office, small office-based business insurance, Professional Indemnity cover (including SecurITy for IT professionals) and Lawsuit legal expenses cover. Our products and services are available on-line and/or off-line to businesses and residents of the United Kingdom

Marketing is about offering the right product, to the right people, at the right price, at the right time, and ensuring they understand the benefits of buying from you. Here is what's involved.

Find out about prospective customers

Get your sleuth's hat on and find out everything you can about your target market. Go into as much detail as you can.

If you sell to consumers, what socio-demographic information can you find out? For example, age, gender, income level, type of dwelling, marital status, family situation, race, occupation, employment status, the car they drive, the sports they partake in, the pets they own, the paper they read, and so on.

If you are selling to businesses, useful information could also include: location and contact details, business type, turnover, number of customers, their target market, their financial year-end, and when they set budgets. Don't forget to find out the secretary's name, the decision-maker's name and who holds the purse strings.