How to market to people not like you "know it or blow it" rules for reaching diverse customers
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 app...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc
2011.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629350606719 |
Tabla de Contenidos:
- Cover; Title Page; Copyright; Acknowledgments; Introduction: You Can't Reach a Customer You Don't Understand; Part I: Seven Steps for Selling to New and Unfamiliar Customers; Chapter 1: Get Out of Your Comfort Zone to Grow Sales; "Spray and Pray" versus Broad Thinking and Narrowcasting; Toyota Tundras, Nike, and iPhones; Tapping Into the Hearts and Minds of New Customers Also Means Tapping Into Their Wallets; Chapter 2: Get to Know the Customer You're Not Getting but Should Be; Who are These People? Babies, Girl Scouts, and Amtrak
- Go Online and Read Everything You Can about the Group You Want to TargetAttend Events, Meetings, and Gatherings of Your Potential Customer; Observe and Talk to Attendees to Find Out What's on Their Minds; How to Research a New and Unfamiliar Customer Segment to Find Their Values, Tastes, Needs, and Concerns; Listen to Complaints; Hire from the Target Group, if Possible; Understand that the Way We Receive Information Shapes Us All; How to Hire a Marketing or Advertising Consultant Who Understands the Target Group You Want; Chapter 3: What Do They Need? Tweak Your Product or Service Offerings
- Real Men Eat SaladShop at Sam's, Get a Loan; Target in East Harlem; No Bifocals for Me, Thanks!; Moving Mom and Making it Easier; Chapter 4: Make Your Sales and Customer Service Friendly: Little Things Make a Big Difference; Operational Readiness-the "Secret Sauce" in Marketing to People Not Like You; Operational Friendliness; New Hours, New Uniform; Do the Easy Things First; Chapter 5: Communicate in Their "Language": Develop Marketing Messages Based on Their Values; Transcreation, Not Translation; Tweak Your Marketing, Advertising, Signage, and Web Site in Other Languages
- "But This Is America-Speak English!"Chapter 6: Use Technology to Reach Your Prospects: Micro Targeting; Using Free or Inexpensive Online Tools; Chapter 7: Deal with Naysayers: What If Your Employees or Your Core Audience Don't Like Seeing Their Product Marketed to Other Groups?; Subaru and Dentists; Part II: Key Customers Who Could Drive Your Business Growth; Chapter 8: Different Ages Want Different Things; Matures: Born before 1946; Baby Boomers: Born 1946-1964; Gen X: Born 1965-1981; Gen Y: Born 1982-1994; Gen Z: Born 1995-2004
- Chapter 9: Women: Singles, Heads of Household, Working Moms and Stay-at-Home Moms, Home-Schooling, and MoreChapter 10: Immigrants: It's About Acculturation, Not Assimilation; Acculturation, Not Assimilation: Targeting Immigrant Groups by Acculturation; Chapter 11: Hispanics/Latinos: North America's Fastest-Growing Ethnic Minority; Cinco de Mayo is Not Mexican Independence Day; Why the U.S. Latino Market Is Super Caliente; The "Size of the Prize"; Step 1: "Latino-Ready" and "Latino-Friendly"-Operational Readiness Is Everything; Step 2: When to Use Spanish in Marketing Messages
- Step 3: Transcreation, Not Translation
