McDonald How to Market to People Not Like You

"Know It or Blow It" Rules for Reaching Diverse Customers
1. Auflage 2011
ISBN: 978-1-118-01500-1
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 240 Seiten, E-Book

Reach new and diverse customer groups and expand your market share
The standard approach to marketing is to look for as many peopleas possible who fit one core customer profile. How to Market toPeople Not Like You challenges this traditional thinking aboutcore customer bases, giving you a new approach to expand yourcustomer base and your business.
Arguing for focusing on customer values rather thandemographics, How to Market to People Not Like You revealshow you can grow business and profits by targeting those who aredifferent from your core audience, rather than those who sharesimilarities.
* 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 USby Ad Age
Find out How to Market to People Not Like You, understandthe needs and values that distinguish diverse customers, and reachtheir hearts, minds, and wallets.

Autoren/Hrsg.

McDonald, Kelly

Inhaltsverzeichnis

Acknowledgments.
Introduction: You Can't Reach a Customer You Don'tUnderstand.
PART I: SEVEN STEPS FOR SELLING TO NEW AND UNFAMILIARCUSTOMERS.
1 Get Out of Your Comfort Zone to Grow Sales.
2 Get to Know the Customer You're Not Getting but ShouldBe.
3 What Do They Need? Tweak Your Product or ServiceOfferings.
4 Make Your Sales and Customer Service Friendly: Little ThingsMake 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 CoreAudience Don't Like Seeing Their Product Marketed to OtherGroups?
PART II: KEY CUSTOMERS WHO COULD DRIVE YOUR BUSINESSGROWTH.
8 Different Ages Want Different Things.
9 Women: Singles, Heads of Household, Working Moms andStay-at-Home Moms, Home-Schooling, and More.
10 Immigrants: It's About Acculturation, NotAssimilation.
11 Hispanics/Latinos: North America's Fastest-GrowingEthnic Minority.
12 African-Americans: A Large and Lucrative Customer Base.
13 Asians and Asian-Americans: The Highest Household Income ofAny 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.

Über Autor(innen)

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.