How to Market to People Not Like You

Name: How to Market to People Not Like You
Author: Kelly McDonald

"Know It or Blow It" Rules for Reaching Diverse Customers

Gebonden Engels 2011 9780470879009

27,28

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Samenvatting

Reach new and diverse customer groups and expand your market share

The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business.

Arguing for focusing on customer values rather than demographics, How to Market to People Not Like You reveals how you can grow business and profits by targeting those who are different from your core audience, rather than those who share similarities.

Reach unfamiliar new market segments with your products
Learn how to engage micro–segmented customer groups
Author′s company was named one of the top ad agencies in the US by Ad Age

Find out How to Market to People Not Like You, understand the needs and values that distinguish diverse customers, and reach their hearts, minds, and wallets.

Specificaties

ISBN13:9780470879009

Taal:Engels

Bindwijze:gebonden

Aantal pagina's:240

Uitgever:John Wiley & Sons

Hoofdrubriek:Reclame en verkoop, Algemeen management

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Inhoudsopgave

Acknowledgments.
Introduction: You Can t Reach a Customer You Don t Understand.
PART I: SEVEN STEPS FOR SELLING TO NEW AND UNFAMILIAR CUSTOMERS.
1 Get Out of Your Comfort Zone to Grow Sales.
2 Get to Know the Customer You re Not Getting but Should Be.
3 What Do They Need? Tweak Your Product or Service Offerings.
4 Make Your Sales and Customer Service Friendly: Little Things Make a Big Difference.
5 Communicate in Their Language : Develop Marketing Messages Based on Their Values.
6 Use Technology to Reach Your Prospects: Micro Targeting.
7 Deal with Naysayers: What If Your Employees or Your Core Audience Don t Like Seeing Their Product Marketed to Other Groups?
PART II: KEY CUSTOMERS WHO COULD DRIVE YOUR BUSINESS GROWTH.
8 Different Ages Want Different Things.
9 Women: Singles, Heads of Household, Working Moms and Stay–at–Home Moms, Home–Schooling, and More.
10 Immigrants: It s About Acculturation, Not Assimilation.
11 Hispanics/Latinos: North America s Fastest–Growing Ethnic Minority.
12 African–Americans: A Large and Lucrative Customer Base.
13 Asians and Asian–Americans: The Highest Household Income of Any Racial or Ethnic Group.
PART III: OTHER IMPORTANT MARKET SEGMENTS.
14 Political Views.
15 Sexuality: Gay, Lesbian, Bisexual, and Transgendered.
16 Hobbies and Special Interests.
17 Rural versus Metro.
18 Military versus Civilian.
19 Vegetarians versus Meat Eaters.
Conclusion.
Index.