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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…mehr
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.
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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 xiii Introduction: You Can't Reach a Customer You Don't Understand xv Part I: Seven Steps for Selling to New and Unfamiliar Customers 1 1 Get Out of Your Comfort Zone to Grow Sales 3 ''Spray and Pray'' versus Broad Thinking and Narrowcasting 3 Toyota Tundras, Nike, and iPhones 6 Tapping Into the Hearts and Minds of New Customers also Means Tapping Into Their Wallets 10 2 Get to Know the Customer You're Not Getting but Should Be 12 Who are These People? Babies, Girl Scouts, and Amtrak 12 Go Online and Read Everything You Can about the Group You Want to Target 16 Attend Events, Meetings, and Gatherings of Your Potential Customer; Observe and Talk to Attendees to Find Out What's on Their Minds 17 How to Research a New and Unfamiliar Customer Segment to Find Their Values, Tastes, Needs, and Concerns 18 Listen to Complaints 19 Hire from the Target Group, if Possible 20 Understand that the Way We Receive Information Shapes Us All 20 How to Hire a Marketing or Advertising Consultant Who Understands the Target Group You Want 22 3 What Do They Need? Tweak Your Product or Service Offerings 24 Real Men Eat Salad 26 Shop at Sam's, Get a Loan 28 Target in East Harlem 28 No Bifocals for Me, Thanks! 28 Moving Mom and Making it Easier 29 4 Make Your Sales and Customer Service Friendly: Little Things Make a Big Difference 33 Operational Readiness-The ''Secret Sauce'' in Marketing to People Not Like You 34 Operational Friendliness 38 New Hours, New Uniform 39 Do the Easy Things First 40 5 Communicate in Their ''Language'': Develop Marketing Messages Based on Their Values 42 Transcreation, Not Translation 46 Tweak Your Marketing, Advertising, Signage, and Web Site in Other Languages 50 ''But This is America-Speak English!'' 51 6 Use Technology to Reach Your Prospects: Micro Targeting 53 Using Free or Inexpensive Online Tools 54 7 Deal with Naysayers: What If Your Employees or Your Core Audience Don't Like Seeing Their Product Marketed to Other Groups? 67 Subaru and Dentists 67 Part II: Key Customers Who Could Drive Your Business Growth 73 8 Different Ages Want Different Things 75 Matures: Born before 1946 76 Baby Boomers: Born 1946-1964 80 Gen X: Born 1965-1981 84 Gen Y: Born 1982-1994 86 Gen Z: Born 1995-2004 88 9 Women: Singles, Heads of Household, Working Moms and Stay-at-Home Moms, Home-Schooling, and More 91 10 Immigrants: It's About Acculturation, Not Assimilation 102 Acculturation, Not Assimiliation: Targeting Immigrant Groups by Acculturation 104 11 Hispanics/Latinos: North America's Fastest-Growing Ethnic Minority 112 Cinco de Mayo Is Not Mexican Independence Day 113 Why the U.S. Latino Market Is Super Caliente 114 The ''Size of the Prize'' 115 Step 1: ''Latino-Ready'' and ''Latino-Friendly''-Operational Readiness Is Everything 116 Step 2: When to Use Spanish in Marketing Messages 126 Step 3: Transcreation, Not Translation 129 Step 4: New Products, New Hours, New Uniforms 131 Step 5: Customer Service Is Your Secret Weapon 134 12 African-Americans: A Large and Lucrative Customer Base 136 Insight 1: Show People of Color When Targeting People of Color 138 Insight 2: Diversity in Skin Tone Is Very Important 139 Insight 3: Don't Even Use People in Ads at All-Leave It Open to Interpretation 140 Insight 4: Keep It Real 140 Insight 5: You Don't Have to Make It ''Brown'' to Appeal to African-Americans 143 Insight 6: People of Color Aspire to More than Just Sports, Music, and Fashion 144 Insight 7: Get Involved and Support the Community 147 Insight 8: Food, Music, and Socializing Are Central to African-American Culture 149 Insight 9: Don't Take Advantage of African-American Customers 150 13 Asians and Asian-Americans: The Highest Household Income of Any Racial or Ethnic Group 152 The U.S. Asian Population 153 Step 1: Evaluate the ''Size of the Prize'' 155 Step 2: Learn about Which Subsegment Represents Your Greatest Market Opportunity 156 Step 3: Explore Asian Media Options 156 Step 4: Make Sure You Use Qualified Translation Services, if Necessary 156 Step 5: Explore Online/Digital Marketing 158 Step 6: Educate Yourself about Key Cultural Aspects of Your Target Market 158 Step 7: Get Involved in the Community 159 Part III: Other Important Market Segments 161 14 Political Views 163 15 Sexuality: Gay, Lesbian, Bisexual, and Transgendered 168 16 Hobbies and Special Interests 180 Direct Marketing 184 Special Interest Magazines or Web Sites 184 Editorial Contributions 185 Venue Marketing 186 Niche Marketing (Relationship Marketing) 186 Association Marketing 188 Connectors 189 17 Rural versus Metro 191 Metro (Urban) Living 191 Rural Living 192 18 Military versus Civilian 196 19 Vegetarians versus Meat Eaters 202 Reaching Vegetarians 205 Reaching Meat Eaters 207 Conclusion 211 Index 213
Acknowledgments xiii Introduction: You Can't Reach a Customer You Don't Understand xv Part I: Seven Steps for Selling to New and Unfamiliar Customers 1 1 Get Out of Your Comfort Zone to Grow Sales 3 ''Spray and Pray'' versus Broad Thinking and Narrowcasting 3 Toyota Tundras, Nike, and iPhones 6 Tapping Into the Hearts and Minds of New Customers also Means Tapping Into Their Wallets 10 2 Get to Know the Customer You're Not Getting but Should Be 12 Who are These People? Babies, Girl Scouts, and Amtrak 12 Go Online and Read Everything You Can about the Group You Want to Target 16 Attend Events, Meetings, and Gatherings of Your Potential Customer; Observe and Talk to Attendees to Find Out What's on Their Minds 17 How to Research a New and Unfamiliar Customer Segment to Find Their Values, Tastes, Needs, and Concerns 18 Listen to Complaints 19 Hire from the Target Group, if Possible 20 Understand that the Way We Receive Information Shapes Us All 20 How to Hire a Marketing or Advertising Consultant Who Understands the Target Group You Want 22 3 What Do They Need? Tweak Your Product or Service Offerings 24 Real Men Eat Salad 26 Shop at Sam's, Get a Loan 28 Target in East Harlem 28 No Bifocals for Me, Thanks! 28 Moving Mom and Making it Easier 29 4 Make Your Sales and Customer Service Friendly: Little Things Make a Big Difference 33 Operational Readiness-The ''Secret Sauce'' in Marketing to People Not Like You 34 Operational Friendliness 38 New Hours, New Uniform 39 Do the Easy Things First 40 5 Communicate in Their ''Language'': Develop Marketing Messages Based on Their Values 42 Transcreation, Not Translation 46 Tweak Your Marketing, Advertising, Signage, and Web Site in Other Languages 50 ''But This is America-Speak English!'' 51 6 Use Technology to Reach Your Prospects: Micro Targeting 53 Using Free or Inexpensive Online Tools 54 7 Deal with Naysayers: What If Your Employees or Your Core Audience Don't Like Seeing Their Product Marketed to Other Groups? 67 Subaru and Dentists 67 Part II: Key Customers Who Could Drive Your Business Growth 73 8 Different Ages Want Different Things 75 Matures: Born before 1946 76 Baby Boomers: Born 1946-1964 80 Gen X: Born 1965-1981 84 Gen Y: Born 1982-1994 86 Gen Z: Born 1995-2004 88 9 Women: Singles, Heads of Household, Working Moms and Stay-at-Home Moms, Home-Schooling, and More 91 10 Immigrants: It's About Acculturation, Not Assimilation 102 Acculturation, Not Assimiliation: Targeting Immigrant Groups by Acculturation 104 11 Hispanics/Latinos: North America's Fastest-Growing Ethnic Minority 112 Cinco de Mayo Is Not Mexican Independence Day 113 Why the U.S. Latino Market Is Super Caliente 114 The ''Size of the Prize'' 115 Step 1: ''Latino-Ready'' and ''Latino-Friendly''-Operational Readiness Is Everything 116 Step 2: When to Use Spanish in Marketing Messages 126 Step 3: Transcreation, Not Translation 129 Step 4: New Products, New Hours, New Uniforms 131 Step 5: Customer Service Is Your Secret Weapon 134 12 African-Americans: A Large and Lucrative Customer Base 136 Insight 1: Show People of Color When Targeting People of Color 138 Insight 2: Diversity in Skin Tone Is Very Important 139 Insight 3: Don't Even Use People in Ads at All-Leave It Open to Interpretation 140 Insight 4: Keep It Real 140 Insight 5: You Don't Have to Make It ''Brown'' to Appeal to African-Americans 143 Insight 6: People of Color Aspire to More than Just Sports, Music, and Fashion 144 Insight 7: Get Involved and Support the Community 147 Insight 8: Food, Music, and Socializing Are Central to African-American Culture 149 Insight 9: Don't Take Advantage of African-American Customers 150 13 Asians and Asian-Americans: The Highest Household Income of Any Racial or Ethnic Group 152 The U.S. Asian Population 153 Step 1: Evaluate the ''Size of the Prize'' 155 Step 2: Learn about Which Subsegment Represents Your Greatest Market Opportunity 156 Step 3: Explore Asian Media Options 156 Step 4: Make Sure You Use Qualified Translation Services, if Necessary 156 Step 5: Explore Online/Digital Marketing 158 Step 6: Educate Yourself about Key Cultural Aspects of Your Target Market 158 Step 7: Get Involved in the Community 159 Part III: Other Important Market Segments 161 14 Political Views 163 15 Sexuality: Gay, Lesbian, Bisexual, and Transgendered 168 16 Hobbies and Special Interests 180 Direct Marketing 184 Special Interest Magazines or Web Sites 184 Editorial Contributions 185 Venue Marketing 186 Niche Marketing (Relationship Marketing) 186 Association Marketing 188 Connectors 189 17 Rural versus Metro 191 Metro (Urban) Living 191 Rural Living 192 18 Military versus Civilian 196 19 Vegetarians versus Meat Eaters 202 Reaching Vegetarians 205 Reaching Meat Eaters 207 Conclusion 211 Index 213
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