Target Marketing Strategies

Target Marketing Strategies: Example Shows You How To Skyrocket Your Sales And Profits

Without question, using target marketing strategies is in my opinion the best way to grow any business and increase its profits (read this in-depth article on why it works so well). Target Market is also one of the Core Elements (read this article on the 9 Core Elements and making your marketing more successful), which means it’s critical in helping you improve the results of your marketing strategies.

If all you do in the next 3 days is sit down and identify your most lucrative markets and then use the target marketing stategies detailed in this article —this will be the beginning of something special for you and your business. It doesn’t matter what industry you’re in. Or how large (or small) your company is—or whether you sell business-to-business or business-to-consumer. The point is this…

Selecting and then tailoring your message to each identified target market will multiply your sales and your profits. This article gives you simple but great target marketing strategies, which will hopefully go some way towards convincing you how important this is (and in fact how ‘easy’ it is).

First—let’s look at a small local business. It’s a lawn-cutting service (by the way, this is a huge industry in the UK). Take a look at the small classified ad below…

Target Marketing Strategies - Garden Care Ad

Now don’t pay too much attention to how the ad is written—this is a good example of how NOT to write an ad (I'll show you below how to transform/optimise it), but it is using target marketing strategies.

What do you think is their target market?

That’s right—people with ‘large grounds/gardens’.

However, what you need to pay close attention to is the effect of highlighting this ‘target market’ on people with large domestic or commercial grounds. So even though this is not a great ad—it will be successful (and I happen to know it is - the company cut my lawns) because of its appeal to the market it’s serving.

If you were an owner of a property with a large lawn or grounds and you needed it cutting/maintaining, don’t you think this would relate to you? It would literally jump out at you and hit you right between the eyes.

Compare this ad to the following ad. Same size; same industry; no targeting—there is likely to be a huge difference in the results...

Target Marketing Strategies - Garden Busters Ad

Notice they mention ‘Big or Small Lawn Maintenance'. Let's get more specific for a second and assume their speciality is small gardens. Think of the impact the ad would have if it said ‘small gardens a speciality’.

But let's compare both original ads...

If you have large lawns or grounds and you saw both ads, which business would you instinctively choose? It’s easy to see that the ‘Garden Care’ ad would clean up with people who have large lawns or grounds—agreed?

Here’s another good example...

Target Marketing Strategies - Personal Injury Ad

This time it’s a much larger company advertising their personal injury service.

IMPORTANT:

It doesn’t matter how big or small your company is—using target marketing strategies is the key to your success!

Notice here the target market is ‘people who have had serious injuries’. This may seem quite obvious to you, but no other firm of lawyers/solicitors targets people with “serious injuries”.

Notice how the ad is completely focused on them. This is one of the most powerful target marketing strategies.

Things like the home visits, etc., connect with these people (most are incapacitated and can’t get around after their accident).

Were they this focused before?

No they weren’t.

But it didn’t take much to tailor their service to meet the needs and wants of a very lucrative target market?

NO—hardly any change.

They were doing it already, just not reaching out to these people with a tailored message.

Compare this to an ad that says ‘Had An Injury At Work, In The Street, Or In The Car?’ etc.—which just doesn’t focus on anyone—therefore they’re competing with everyone else. Why everyone else? Because very few people take the time to identify their prime target markets and then tailor their messages to them.

So by focusing on a target market and using these specific target marketing strategies, you almost wipe out the competition because YOU are the company that has the product or service completely tailored to the target market—everyone else tries to please everyone and in reality pleases no-one in comparison (this article includes several videos which clearly demonstrate why this works so well).

That’s another reason why target marketing will help you reach your next level.

It differentiates you and therefore minimises the impact of the competition and, as a result, you’ve added considerable value to your business without really changing anything.

Of course, that means your prices or fees also become less of an issue as well, and enables you to increase them without any (far less) resistance from clients, customers or patients.

Can you see the difference it makes?

Therefore what you need to do is write ALL your marketing pieces based on each individual target market.

How To Tailor Your Message To Each Target Market To Multiply Your Sales

If you have three key target markets, that means you need three slightly different messages so you can ‘talk’ to each target market and address their specific needs and wants and fears and frustrations. Yes, we know it’s easy to just target everybody. But by making this adjustment and putting in the extra time and effort to identify your prime target market(s) (see this article on exactly how to do this), you’ll instantly improve your results.

So let’s show you how to do this using the lawn-cutting service as the example. Let’s say they have two prime target markets—large lawns and small lawns.

The lazy way to do this is to combine both target markets in the ad (just like ‘Garden Busters’ shown above). But this weakens the message significantly. What you need is two different ads—one for each target market…

Now, remember one of the golden rules of business growth is using multi-media across your Lead Generation, Conversion and Maximising Customer Value parts of THE FORMULA (read this article for more details on implementing The FORMULA into your business). So, as an example, in addition to ads, you’d also want to create other marketing pieces such as a sales letter for each target market. Or your Facebook ads, Google AdWords, LinkedIn ads etc., all need tailoring to each specific target market.

As a simple exercise, now we know who our target market is we can easily identify properties in the local area with large lawns, for example.

We can easily get our hands on a local area map showing all properties and the amount of land each one has. Too much effort, I hear you say? Well, think about it, do the exercise once—and it’s done. And you now have your target market identified perfectly.

You can then mail (or even hand-deliver) your sales letter to each home and because it’s written with the target market in mind (ones with large lawns) it will connect with them.

You then set up a simple follow-up programme (say, once a month) to each household and within a short period of time—the business will be flourishing. And remember that’s just for one target market.

Look, whether you like it or not, you have to be this detailed in your marketing and with all your target marketing strategies. You have to put the effort in at the front end to get the rewards. But there is no other activity as important as this.

To finish, here’s how I would re-write the ‘Garden Care’ ad shown earlier…

Target Marketing Strategies - Transformed Target Market Ad

As you can see, even with small ads that don’t allow you to use ALL the Core Elements (due to a lack of space), by focussing on the target market and using target marketing strategies you can still create very successful ads and all other marketing pieces!

Identifying the right people or businesses who are most likely to buy, can afford and are willing to pay a premium for your product or service is THE most important thing you can do! To discover exactly how to do it plus how to quickly grow your business, register for FREE to my live 'FORMULA' webinar. Click here to register.

Steve Hackney is CEO of The Core Asset, best-selling author, and renown business growth expert. Over 26,000 small and medium sized businesses are working with The Core Asset to quickly multiply their sales and profits, transforming their businesses and their lives.

About The Author

Steve Hackney

Steve Hackney is CEO of The Core Asset, best-selling author, and renown business growth expert. Over 26,000 small and medium sized businesses are working with The Core Asset to quickly multiply their sales and profits, transforming their businesses and their lives.

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