Target Marketing Lesson from My Teenage Daughter
Target Marketing Lesson from My Teenage Daughter
What amused me was that if I had offered to lend her that sweatshirt a week or even a day ago she wouldn’t have been interested. She would have looked aghast that I would even suggest she wear a MOM shirt—kind of like wearing MOM jeans—you know, the ones that actually reach almost to your waist.
This is just like in business—people don’t want your product or service until they do; until they have a problem or need and the time has come to solve it, or they have developed a desire for something and they want it now. Say you’re a car dealer and you run commercials on TV. Who will stop and listen? The person who has decided it’s time to buy a new car. If I’m perfectly happy with my car, why would I pay attention?
We often love what we sell so much that we have an assumption that everyone who we put our message in front of is actually paying attention. The truth is that if their need, want or desire for your solution is not top-of-mind, their attention will be drawn elsewhere. Don’t take it as a personal insult. After all it’s a human response, especially when everyone and their uncle are vying for our attention.
That’s why it’s so important to target your marketing toward the specific group of people who might buy from you, rather than too broad a group of people. An example would be a chiropractor who advertises in the local newspaper. The demographics in the local paper are much too broad as there are many readers who have no interest or need for a chiropractor. Instead, using Google or Yahoo pay-per-click ads based on targeted search terms like perhaps, “Raleigh chiropractors” or “back pain relief” would yield much better results. Or perhaps targeting sports publications or forums for chronic pain sufferers would work because those people need the chiropractor’s expertise.
The same goes for any business. For example, it’s much more effective to advertise in an industry or topic-focused magazine, than in a magazine whose reader base is very broad. Do the research necessary to find out what your target prospect reads, where they go online and off, and what groups they’ve joined. Research what people are buying in your industry or niche. What are they most in need of that you could offer? Think outside the box. One of the fastest ways to get this information is to do a simple 5 to 10 question survey of your clients, subscribers or prospects. People will be more than happy to tell you exactly what they want or need. I do this yearly and it is highly effective.
So go directly where you can connect with the people who need you and give them what they want. Well, I guess I better get that sweatshirt washed—it’s in demand!
Target Marketing Lesson from My Teenage Daughter - To learn more about this author, visit Janis Pettit's Website.
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I recently had a momentous day. It was the first time my 14 year old asked to borrow a piece of clothing from me—a white Nike sweatshirt. This is like a rite of passage and it was quite unexpected since my daughter is a size 0 and I’m a size 10 (I’m being honest here). Unfortunately the above-mentioned sweatshirt was in the dirty laundry and unavailable, which, although I was happy she asked, was just fine with me since it’s very comfy and is my favorite.
What amused me was that if I had offered to lend her that sweatshirt a week or even a day ago she wouldn’t have been interested. She would have looked aghast that I would even suggest she wear a MOM shirt—kind of like wearing MOM jeans—you know, the ones that actually reach almost to your waist.
This is just like in business—people don’t want your product or service until they do; until they have a problem or need and the time has come to solve it, or they have developed a desire for something and they want it now. Say you’re a car dealer and you run commercials on TV. Who will stop and listen? The person who has decided it’s time to buy a new car. If I’m perfectly happy with my car, why would I pay attention?
We often love what we sell so much that we have an assumption that everyone who we put our message in front of is actually paying attention. The truth is that if their need, want or desire for your solution is not top-of-mind, their attention will be drawn elsewhere. Don’t take it as a personal insult. After all it’s a human response, especially when everyone and their uncle are vying for our attention.
That’s why it’s so important to target your marketing toward the specific group of people who might buy from you, rather than too broad a group of people. An example would be a chiropractor who advertises in the local newspaper. The demographics in the local paper are much too broad as there are many readers who have no interest or need for a chiropractor. Instead, using Google or Yahoo pay-per-click ads based on targeted search terms like perhaps, “Raleigh chiropractors” or “back pain relief” would yield much better results. Or perhaps targeting sports publications or forums for chronic pain sufferers would work because those people need the chiropractor’s expertise.
The same goes for any business. For example, it’s much more effective to advertise in an industry or topic-focused magazine, than in a magazine whose reader base is very broad. Do the research necessary to find out what your target prospect reads, where they go online and off, and what groups they’ve joined. Research what people are buying in your industry or niche. What are they most in need of that you could offer? Think outside the box. One of the fastest ways to get this information is to do a simple 5 to 10 question survey of your clients, subscribers or prospects. People will be more than happy to tell you exactly what they want or need. I do this yearly and it is highly effective.
So go directly where you can connect with the people who need you and give them what they want. Well, I guess I better get that sweatshirt washed—it’s in demand!
Target Marketing Lesson from My Teenage Daughter - To learn more about this author, visit Janis Pettit's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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