Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
EVERYTHING

YOU KNOW ABOUT
TARGET MARKETING

IS

WRONG

BY JOSEPH DOWDY, AUTHOR
“ELECTRONIC WORD OF MOUTH”
©MeshMarketer 2...
WHO IS
JOSEPH DOWDY?
• Author, “Electronic Word of Mouth”
• Before Moving to Santa Barbara…
• Santa Monica College SBDC Ad...
LISTEN IN ON A COACHING
CALL WALKTHROUGH AT…

• http://goo.gl/2taE9o
• This link goes to a YouTube
video of this presentat...
WHAT YOU NEED
• Entire list of customers
(book of clients, etc.)
• Several sheets of paper OR
• Microsoft Excel (or
equiva...
WARNING
• When you finish this, you will
have a profile and you can call
it your target market
profile, but it is not only...
PAGE ONE
OF SIX PAGES

©MeshMarketer 2014
MY FAVORITE CLIENTS (5 MINIMUM)
AND WHY ARE THEY FAVORITES?
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

_________________________
____...
PAGE TWO
OF SIX PAGES

©MeshMarketer 2014
I GET THE MOST REFERRALS FROM
THESE CUSTOMERS (3) AND WHY:

1.

_________________________

2.

_________________________

...
PAGE THREE (OPTIONAL)
OF SIX PAGES

©MeshMarketer 2014
OPTIONAL: LEAST-SATISFIED
CUSTOMERS (3) AND WHY:

1.

_________________________

2.

_________________________

3.

______...
PAGE FOUR
OF SIX PAGES

©MeshMarketer 2014
CHOOSE REASONS FROM
PAGE 1 & 2 THAT YOU
IDENTIFY WITH (3):

_________________________
_________________________
__________...
PAGE FIVE
OF SIX PAGES

©MeshMarketer 2014
LOOK INTO THE FUTURE AND SEE
YOURSELF HELPING PEOPLE FOR
THE REASONS YOU CHOSE. IS
THERE ONE MORE YOU SHOULD
ADD? THIS IS ...
PAGE SIX
OF SIX PAGES

©MeshMarketer 2014
NOW DRAW A GRID (USE EXCEL?):
17 ROWS BY 17 COLUMNS
Name

G

M

1
2
3
4
5
6
7
8
9
10

11
12
13
14
15
16

©MeshMarketer 201...
NAMES

• Write as many of your
customers as you can in the
first column up to 10
that match the four reasons.
• You’ve alr...
COMMONALITIES (40%+)

• You are looking for
commonalities.
• Write the letter at the top of
the column which will
represen...
GEOGRAPHY

• Write a G next to each name
that has common Geography
• You can also add notes next
to the G. For example, if...
TWO COLUMNS: MALE
& FEMALE

• Write an M next to each
male.
• Write an F for each female.

©MeshMarketer 2014
AGE BRACKET

• Write an A next to each person
who has similar ages.
• Write the decade next to the A
if they live in the s...
DIVORCED, SINGLE, COMMITTED/M
ARRIED AND KIDS

For each next column:
•Write a D if they are divorced.
•Write an S if they ...
HOBBIES, ACTIVITIES, EXERCISES
AND COMPETITIONS

Write an H if many have the
same hobby
(crafts, toys, astronomy), the
sam...
INCOME LEVEL

Write an I if they fall in the
same group of income
generally and note it next to
the I. For example, income...
PROFESSION/TRADE

Write an P if several are in the
same line of work, profession
or trade and note next to the P.
For home...
EDUCATION, ALUMNI, DEGREE,
TRAINING AND CERTIFICATIONS

Write a T for those who have
the same education, alumni,
degree, t...
CLUBS, FRATERNITIES, CAUSES,
ORGANIZATIONS & NON-PROFITS

Write an O for people who
belong to the same club (Elks,
Moose),...
VETERANS

Write an V if they are veterans.
Make a note if you know what
branch they served. For
example, VM for Marine vet...
ETHNICITY, ANCESTRY AND
CITIZENSHIP

Write an E next to those with
the same ethnicity, ancestry or
citizenship. Is your pr...
SECONDARY TARGET
MARKETS

Write a 2 next to ones who
belong to a secondary market.
For example, people who buy
workout pro...
COUNT IT UP

Below each column, add up the
number of times that you have
the same commonality.
This forms the basis for yo...
WHAT PROFILE DO
YOU HAVE?

• G, F, A30, A40, C, K, TurboFire,
2 (needs cool
clothes, nutrition and also free
weights)
• In...
SECONDARY
MARKET?

Yes, there is a secondary market.
By providing resources to these
customers for cool
clothes, nutrition...
FINAL PROOF THAT WHAT YOU
KNOW IS WRONG

• If there was such a thing as a
target market, it would only be
your current cus...
MEET YOUR
AMBASSADORS

• Call this your target market if
you think you need one.
• These are your ambassadors.
• You know ...
EXPLORATION
QUESTIONS

•
•
•
•

How did they find you?
Why did they choose you?
Why do they buy from you?
What are you not...
QUESTIONS???

Contact Joseph Dowdy
Via electronicwordofmouth.com
Or by email at:
electronicwordofmouth@gmail.com

©MeshMar...
THANK YOU

If you found any value at all in
this video, please share it. Let
people know it is long, but it is
worth it if...
Upcoming SlideShare
Loading in …5
×

EVERYTHING You Know About TARGET MARKETING Is WRONG

634 views

Published on

This is no joke. If you're an entrepreneur and you have customers, then you need to forget everything you ever heard about target marketing and check out this SlideShare

Published in: Business
  • Be the first to comment

  • Be the first to like this

EVERYTHING You Know About TARGET MARKETING Is WRONG

  1. 1. EVERYTHING YOU KNOW ABOUT TARGET MARKETING IS WRONG BY JOSEPH DOWDY, AUTHOR “ELECTRONIC WORD OF MOUTH” ©MeshMarketer 2014
  2. 2. WHO IS JOSEPH DOWDY? • Author, “Electronic Word of Mouth” • Before Moving to Santa Barbara… • Santa Monica College SBDC Advisor • 6-Figure Computer Corp. Tech. • Google AdWords, Bing/Yahoo! Cert’d • Provides WordPress Hosting (70+) • Provides WordPress Design (10+)
  3. 3. LISTEN IN ON A COACHING CALL WALKTHROUGH AT… • http://goo.gl/2taE9o • This link goes to a YouTube video of this presentation with a live coaching call! ©MeshMarketer 2014
  4. 4. WHAT YOU NEED • Entire list of customers (book of clients, etc.) • Several sheets of paper OR • Microsoft Excel (or equivalent) ©MeshMarketer 2014
  5. 5. WARNING • When you finish this, you will have a profile and you can call it your target market profile, but it is not only that. • This will tell you who to focus your efforts on and why. ©MeshMarketer 2014
  6. 6. PAGE ONE OF SIX PAGES ©MeshMarketer 2014
  7. 7. MY FAVORITE CLIENTS (5 MINIMUM) AND WHY ARE THEY FAVORITES? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ ©MeshMarketer 2014 • • • • ______________________ ______________________ ______________________ ______________________
  8. 8. PAGE TWO OF SIX PAGES ©MeshMarketer 2014
  9. 9. I GET THE MOST REFERRALS FROM THESE CUSTOMERS (3) AND WHY: 1. _________________________ 2. _________________________ 3. _________________________ ©MeshMarketer 2014 • • • • ______________________ ______________________ ______________________ ______________________
  10. 10. PAGE THREE (OPTIONAL) OF SIX PAGES ©MeshMarketer 2014
  11. 11. OPTIONAL: LEAST-SATISFIED CUSTOMERS (3) AND WHY: 1. _________________________ 2. _________________________ 3. _________________________ ©MeshMarketer 2014 • • • • ______________________ ______________________ ______________________ ______________________
  12. 12. PAGE FOUR OF SIX PAGES ©MeshMarketer 2014
  13. 13. CHOOSE REASONS FROM PAGE 1 & 2 THAT YOU IDENTIFY WITH (3): _________________________ _________________________ _________________________ ©MeshMarketer 2014
  14. 14. PAGE FIVE OF SIX PAGES ©MeshMarketer 2014
  15. 15. LOOK INTO THE FUTURE AND SEE YOURSELF HELPING PEOPLE FOR THE REASONS YOU CHOSE. IS THERE ONE MORE YOU SHOULD ADD? THIS IS YOUR FINAL LIST OF FOUR REASONS. _________________________ _________________________ _________________________ _________________________ ©MeshMarketer 2014
  16. 16. PAGE SIX OF SIX PAGES ©MeshMarketer 2014
  17. 17. NOW DRAW A GRID (USE EXCEL?): 17 ROWS BY 17 COLUMNS Name G M 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 ©MeshMarketer 2014 F A D S C K H I P T O V E 2
  18. 18. NAMES • Write as many of your customers as you can in the first column up to 10 that match the four reasons. • You’ve already got a list of 5 or more, so just add those and any others you can remember. ©MeshMarketer 2014
  19. 19. COMMONALITIES (40%+) • You are looking for commonalities. • Write the letter at the top of the column which will represent each commonality. • Look for 40% or better. For 17 names, that’s 7 matches. ©MeshMarketer 2014
  20. 20. GEOGRAPHY • Write a G next to each name that has common Geography • You can also add notes next to the G. For example, if they live in Philadelphia, you can write GP. New York City = GNY ©MeshMarketer 2014
  21. 21. TWO COLUMNS: MALE & FEMALE • Write an M next to each male. • Write an F for each female. ©MeshMarketer 2014
  22. 22. AGE BRACKET • Write an A next to each person who has similar ages. • Write the decade next to the A if they live in the same age range. For example, A30 is for people in their 30’s. ©MeshMarketer 2014
  23. 23. DIVORCED, SINGLE, COMMITTED/M ARRIED AND KIDS For each next column: •Write a D if they are divorced. •Write an S if they are single. •Write a C if they are in a committed relationship/married. •Write a K if they have kids. ©MeshMarketer 2014
  24. 24. HOBBIES, ACTIVITIES, EXERCISES AND COMPETITIONS Write an H if many have the same hobby (crafts, toys, astronomy), the same activity (politics, religion), exercise (hiking, biking, etc.) or competitions (guns, cars, etc.) ©MeshMarketer 2014
  25. 25. INCOME LEVEL Write an I if they fall in the same group of income generally and note it next to the I. For example, income above $60K could be I60 or above six figures could be I6. ©MeshMarketer 2014
  26. 26. PROFESSION/TRADE Write an P if several are in the same line of work, profession or trade and note next to the P. For homemakers, it could be PH. For lawyers, it could be PL. ©MeshMarketer 2014
  27. 27. EDUCATION, ALUMNI, DEGREE, TRAINING AND CERTIFICATIONS Write a T for those who have the same education, alumni, degree, training or certifications. For example, TH for Harvard-educated or alum. TT for technology-certificated. Students would be TS. ©MeshMarketer 2014
  28. 28. CLUBS, FRATERNITIES, CAUSES, ORGANIZATIONS & NON-PROFITS Write an O for people who belong to the same club (Elks, Moose), fraternity, active in the same cause (animal rescue), organizations (AA, chamber of commerce) or non-profits (Red Cross, Boys & Girls Club) ©MeshMarketer 2014
  29. 29. VETERANS Write an V if they are veterans. Make a note if you know what branch they served. For example, VM for Marine veterans (they tend to have a lot of trust and loyalty together, so that’s a good group!) ©MeshMarketer 2014
  30. 30. ETHNICITY, ANCESTRY AND CITIZENSHIP Write an E next to those with the same ethnicity, ancestry or citizenship. Is your product something like piñatas or vegemite where only certain people know your product? ©MeshMarketer 2014
  31. 31. SECONDARY TARGET MARKETS Write a 2 next to ones who belong to a secondary market. For example, people who buy workout programs also need workout clothing, nutrition and weight scales. If they have kids, they need diapers. ©MeshMarketer 2014
  32. 32. COUNT IT UP Below each column, add up the number of times that you have the same commonality. This forms the basis for your target market. We are not pigeon-holing by the way. Hold that thought! ©MeshMarketer 2014
  33. 33. WHAT PROFILE DO YOU HAVE? • G, F, A30, A40, C, K, TurboFire, 2 (needs cool clothes, nutrition and also free weights) • In this example, they are New York females who are in their 30s and 40s, are married, have kids and do Turbofire. ©MeshMarketer 2014
  34. 34. SECONDARY MARKET? Yes, there is a secondary market. By providing resources to these customers for cool clothes, nutrition and things like free weights, I can sustain these customers better. ©MeshMarketer 2014
  35. 35. FINAL PROOF THAT WHAT YOU KNOW IS WRONG • If there was such a thing as a target market, it would only be your current customers and those who they refer to you. • Your target market cannot be my target market unless we compete for the same people. ©MeshMarketer 2014
  36. 36. MEET YOUR AMBASSADORS • Call this your target market if you think you need one. • These are your ambassadors. • You know what you offer and what they buy from you. • Focus on exploring them and finding more just like them! ©MeshMarketer 2014
  37. 37. EXPLORATION QUESTIONS • • • • How did they find you? Why did they choose you? Why do they buy from you? What are you not doing for them yet that you could be? • Where can you “go right“ for them instead of “go wrong”? ©MeshMarketer 2014
  38. 38. QUESTIONS??? Contact Joseph Dowdy Via electronicwordofmouth.com Or by email at: electronicwordofmouth@gmail.com ©MeshMarketer 2014
  39. 39. THANK YOU If you found any value at all in this video, please share it. Let people know it is long, but it is worth it if that is what you think or how you feel about it. Joseph Dowdy, Author “Electronic Word of Mouth” ©MeshMarketer 2014

×