| Item WILTR087900$16.46 - $24.95 up to $1.75  Cashback Reach new and diverse customer groups and expand your market shareThe 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 ... | $16.46
Your price:$16.46 $0.49 Cashback $19.08
Your price:$19.08 $0.38 Cashback |
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.
Explains how to grow your business and increase profits by challenging the traditional marketing practice of demographics and instead focusing on customer values and targeting those who are different from your core audience.
How to Market to People Not Like You demonstrates how to create a deep, emotional connection between your products and new consumers. Forget "spray and pray" promotion. It's time to narrowcast, get to know, and then deliver a welcoming message to a specific group. You have to research new customer segments and learn what they need. Then modify your product offerings to communicate that you value that customer. You say to them, "I see you, I value you, and I want you. I'm putting out this welcome mat just for you."
This book can take you from tentative newcomer to trusted name among any community. You'll learn:
The do's and don'ts of marketing to women, immigrants, Hispanics, African Americans, and Asians
How to identify the key value differences according to political views, sexuality, hobbies, rural vs. metro areas, military vs. civilian cultures, vegetarians vs. omnivores, and much more
How to tweak your product or service to be relevant to a new customer group
Communicate in a relevant manner by showing respect for others' cultures, values, language, and priorities
Create messaging that resonates with each generation's unique values
Make sure you're operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction
If you could grow your business simply by marketing to your existing customers, making money would be a cakewalk. But to generate new revenue, you have to win over the customers you're not getting. Who are these mystery customers? How are they different from your current clientele? Most importantly, how do you forge a bond with them across these differences? Using real-world examples from successful business owners, this demonstrates how to create a deep, emotional connection between your products and new consumers.
"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 profitsby 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."--
How to Market to People Not Like You : "Know It or Blow It" Rules for Reaching Diverse Customers General
| ISBN | 9780470879009 |
| Fiction/Non-Fiction | Non-Fiction |
| Publisher | John Wiley & Sons Inc |
| Pages | 218 |
| List Price | $24.95 |
| Author | McDonald, Kelly |
| Publication Date | 03/22/2011 |
| Release Status | In Print |
| Format | Hardcover |
| Language | English |
| Measurements | Height: 9.25 Inches (US)Width: 6.25 Inches (US)Thickness: 0.75 Inches (US)Unit Weight: 0.9 Pounds (US) |
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.
Explains how to grow your business and increase profits by challenging the traditional marketing practice of demographics and instead focusing on customer values and targeting those who are different from your core audience.
How to Market to People Not Like You demonstrates how to create a deep, emotional connection between your products and new consumers. Forget "spray and pray" promotion. It's time to narrowcast, get to know, and then deliver a welcoming message to a specific group. You have to research new customer segments and learn what they need. Then modify your product offerings to communicate that you value that customer. You say to them, "I see you, I value you, and I want you. I'm putting out this welcome mat just for you."
This book can take you from tentative newcomer to trusted name among any community. You'll learn:
The do's and don'ts of marketing to women, immigrants, Hispanics, African Americans, and Asians
How to identify the key value differences according to political views, sexuality, hobbies, rural vs. metro areas, military vs. civilian cultures, vegetarians vs. omnivores, and much more
How to tweak your product or service to be relevant to a new customer group
Communicate in a relevant manner by showing respect for others' cultures, values, language, and priorities
Create messaging that resonates with each generation's unique values
Make sure you're operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction
If you could grow your business simply by marketing to your existing customers, making money would be a cakewalk. But to generate new revenue, you have to win over the customers you're not getting. Who are these mystery customers? How are they different from your current clientele? Most importantly, how do you forge a bond with them across these differences? Using real-world examples from successful business owners, this demonstrates how to create a deep, emotional connection between your products and new consumers.
"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 profitsby 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 Reviews
|
|
