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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.
- Sales Rank: #376551 in Books
- Brand: Wiley
- Published on: 2011-03-22
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .90" w x 6.40" l, .92 pounds
- Binding: Hardcover
- 240 pages
Features
From the Inside Flap
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, 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; and Make sure you're operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction
Understanding your customers' values is the key to truly reaching them on an emotional level, because who you are is not defined by your age, your country of origin, or the color of your skin—it's about your values. Understand that, and you will reach new customers' hearts, minds, and, ultimately, their wallets.
From the Back Cover
"In our business, we need to build the brand, but we need to generate sales day in and day out, too. Kelly understands this and knows how to target consumers with marketing strategies that drive sales."
—Mark Barnes, COO, Volkswagen of America
"Kelly was my boss at my first job after college and taught me how to put into action the marketing principles I learned in school. I still use the marketing strategies I learned from her to move Nike's business forward."
—Marc Patrick, North America Brand Director,Athletic Training/Field Sports, Nike
"We use Kelly's company to guide our marketing efforts to the U.S. Hispanic market—a market critical to our future. Kelly and her team have a keen sense of the important cultural and business nuances that resonate with this customer segment."
—Roberto Martinez, Senior VP, Marketing and Strategy,Cash America International
"Kelly's understanding of customers today—and customers tomorrow—is impressive. She takes a complete look at business and helps business owners identify the steps they need to take to keep their companies healthy and relevant to the different needs of diverse customers. That's what is required for business survival today."
—Harry Hall, North America Sales Manager, DuPont Performance Coatings
"We've hired Kelly to speak at our convention four times in four years. I have yet to encounter another speaker who is as fluent in her area of expertise and able to share insights any better, or with more humor. Kelly has the extremely unique ability to personally connect with an audience and help them see what makes us all the same, but wonderfully different."
—Jay Kassing, President, Marquis
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.
Most helpful customer reviews
7 of 7 people found the following review helpful.
Practical Advice for Reaching New Markets
By J. Levin
This book is a fast-read with some great example of how companies, big and small, have made minor changes to their marketing message. These minor changes resulted in major results. In the book Kelly does a great job of using examples and real-world stories to make a point. She transferred the art of story-telling that she has mastered in her speaking career to her writing.
The information in the book is simple and practical. There are new markets that can be tapped into and if you take the time to understand your target market and what matters to them, you can gain their trust and their business. I see a lot of organizations that focus on niche marketing without really ever understanding the PEOPLE inside the target group. Many times marketers understand the business or personal needs of the market and often have a good solution for their problem. Many times, the trouble that businesses run into is that, even though they really do offer solid solutions, they have trouble reaching the audience. This book is a great reminder that marketers and businesses need to invest the time to understand the people-factor that composes their target market.
One of the things that I liked best about this book was the examples. To be honest, I would buy from any of the businesses that are profiled in the book because of their unique selling approaches. These examples made me realize that with a little thought and creativity, businesses can create real opportunities by learning how to market to people not like them. And if you aren't taking advantage of these opportunities, your competitors just might be.
So, if you are a marketer searching for a few ideas on how to create new opportunities or to tap into new niches, check out How to Market to People Not Like You by Kelly McDonald.
3 of 3 people found the following review helpful.
An Invaluable Marketing Tool
By Robert Manley
As a marketing professional, I can tell you that today's audience is more diverse than ever before. Reaching these growing segments in a meaningful way can be complicated, especially when relying on outmoded approaches using the old-school demographic paradigm . How to Market to People Not Like You is like a GPS for navigating the complexities of the modern marketplace. Kelly McDonald's book offers valuable and substantive insights, as well real-life examples of what works, and more important, why it works. �Recomiendo este libro!
2 of 2 people found the following review helpful.
Our differences unite us.
By Joel Benjamin Griffin
I have had the pleasure of attending Kelly's speeches twice. Both times, I was astonished at the amount of knowledge and expertise she can share within a limited time slot. Charismatic, charming, humorous and professional are adjectives that fit her well, but she's so much more than words; she's a force in the marketing world.
Kelly McDonald is to diversity marketing as Buddha is to Buddhism. Plain and simple.
It's quite obvious that within the past three decades, diversity has taken over. The lines everywhere have begun to blur, meld and join. Changes like these have a tendency to cause havoc, confusion and chaos for marketing professionals in any field. How is one supposed to keep with the changing times? How is one to know how to adequately and correctly market to people not like one's self? Fellow marketing professionals, the answers reside within this book. With a great amount of confidence, I implore you to trust your instincts, read the reviews and purchase a copy for yourself. You'll be happy you did.
Pages rich with detailed descriptions, spot-on examples, questions, answers and insights, guide you through the various avenues of diversity marketing. Rather than a rollercoaster ride of quick remarks and quotes as some authors utilize, you'll be taken on a guided tour through the rights, wrongs and methods of perfect marketing execution in all pertinent areas.
As a nationally-recognized and respected expert in her field, Kelly presents need-to-know information in a straightforward manner, leaving no questions unanswered. In order to reach your target audience more effectively, you must study their demographic details, cultural information and generational differences. With so many combinations and options when handling this data, it's important to know where to apply your marketing strategies and which methods are more effective. I found that no matter which area I was researching, this book contained a chapter answering my very questions.
No matter the field of marketing in which you specialize, this book touches all angles, all levels of diversity marketing in no way that I've found before. How to Market to People Not Like You will be a staple on my shelf for years to come. It's invaluable.
And no, you may not borrow my copy. You must buy your own.
See all 46 customer reviews...
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