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.
Table of Content
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.
About the author
KELLY MCDONALD is the president of Mc Donald 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.
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