How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers

by Kelly McDonald

Overview

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.

Product Details

ISBN-13:	9781118015001
Publisher:	Wiley
Publication date:	02/11/2011
Sold by:	JOHN WILEY & SONS
Format:	eBook
Pages:	240
File size:	6 MB

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.

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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.