How to Market to People Not Like You: Know It or Blow It Rules for Reaching Diverse Customers | 誠品線上

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

內容簡介

內容簡介 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 AsiansHow 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 moreHow to tweak your product or service to be relevant to a new customer groupCommunicate in a relevant manner by showing respect for others' cultures, values, language, and prioritiesCreate messaging that resonates with each generation's unique valuesMake sure you're operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction 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 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 productsLearn how to engage micro-segmented customer groupsAuthor's company was named one of the top ad agencies in the US by Ad AgeFind 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.

作者介紹

作者介紹 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.Kelly McDonald is the president of McDonald Marketing, which Advertising Age named one of the top ad agencies in the United States across all disciplines in 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, MillerCoors, Harley-Davidson, and State Farm Insurance.

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