Synopses & Reviews
If you could grow your business simply by marketing to your existing customers, making money would be a cakewalk. But to generate new revenue, you have to win over the customers you're not getting. Who are these mystery customers? How are they different from your current clientele? Most importantly, how do you forge a bond with them across these differences?
Using real-world examples from successful business owners, How to Market to People Not Like You demonstrates how to create a deep, emotional connection between your products and new consumers. Forget "spray and pray" promotion. It's time to narrowcast, get to know, and then deliver a welcoming message to a specific group. You have to research new customer segments and learn what they need. Then modify your product offerings to communicate that you value that customer. You say to them, "I see you, I value you, and I want you. I'm putting out this welcome mat just for you."
This book can take you from tentative newcomer to trusted name among any community. You'll learn: The do's and don'ts of marketing to women, immigrants, Hispanics, African Americans, and Asians; How to identify the key value differences according to political views, sexuality, hobbies, rural vs. metro areas, military vs. civilian cultures, vegetarians vs. omnivores, and much more; How to tweak your product or service to be relevant to a new customer group; Communicate in a relevant manner by showing respect for others' cultures, values, language, and priorities; Create messaging that resonates with each generation's unique values; and Make sure you're operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction
Understanding your customers' values is the key to truly reaching them on an emotional level, because who you are is not defined by your age, your country of origin, or the color of your skin—it's about your values. Understand that, and you will reach new customers' hearts, minds, and, ultimately, their wallets.
Synopsis
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.
Synopsis
"In our business, we need to build the brand, but we need to generate sales day in and day out, too. Kelly understands this and knows how to target consumers with marketing strategies that drive sales."
—Mark Barnes, COO, Volkswagen of America
"Kelly was my boss at my first job after college and taught me how to put into action the marketing principles I learned in school. I still use the marketing strategies I learned from her to move Nike's business forward."
—Marc Patrick, North America Brand Director,Athletic Training/Field Sports, Nike
"We use Kelly's company to guide our marketing efforts to the U.S. Hispanic market—a market critical to our future. Kelly and her team have a keen sense of the important cultural and business nuances that resonate with this customer segment."
—Roberto Martinez, Senior VP, Marketing and Strategy,Cash America International
"Kelly's understanding of customers today—and customers tomorrow—is impressive. She takes a complete look at business and helps business owners identify the steps they need to take to keep their companies healthy and relevant to the different needs of diverse customers. That's what is required for business survival today."
—Harry Hall, North America Sales Manager, DuPont Performance Coatings
"We've hired Kelly to speak at our convention four times in four years. I have yet to encounter another speaker who is as fluent in her area of expertise and able to share insights any better, or with more humor. Kelly has the extremely unique ability to personally connect with an audience and help them see what makes us all the same, but wonderfully different."
—Jay Kassing, President, Marquis
About the Author
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.
Table of Contents
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.