Kelly McDonald

How to Market to People Not Like You

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 240
• Erscheinungstermin: 22. März 2011
• Englisch
• Abmessung: 235mm x 157mm x 18mm
• Gewicht: 509g
• ISBN-13: 9780470879009
• ISBN-10: 0470879009
• Artikelnr.: 32302306

Autorenporträt

KELLY MCDONALD is the president of McDonald Marketing, which Advertising Age named one of the top ad agencies in the United States across all disciplinesin 2009. She worked in top positions for global ad agencies before starting her own marketing company in 2002. Her agency's clients include Toyota, Sherwin-Williams, Miller Coors, Harley-Davidson, and State Farm Insurance.

Inhaltsangabe

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.