Planning for Leads: Trade Shows and Vendor Fairs
This e-book is available for purchase and is targeting marketing "newbies" and network marketing professionals. The following excerpt is the chapter about targeting your market.
Targeting your market
Knowing whom your targeting is the first step in any marketing decision. The better you can define your ideal customer, the more success you’ll have in connecting with them and meeting their needs with your product or service.
It is possible to have several targets, depending on the range of solutions your products and services can solve. In this instance, you’ll want to focus your efforts on the people that you will be able to understand the best so you can overcome their objections.
For example, let’s say you are selling skin care. Narrowing your target market to women isn’t enough. That only cuts your prospects to half the population, and there’s no way you can spread yourself that far! So, lets drill down further. Let’s target English-speaking women within a 50-mile radius of your hometown.
Does this mean that if a prospect contacts you from five states away you won’t sell to them? Absolutely not! It is simply a means of focusing your marketing efforts on the lowest hanging fruit where you’ll reap the biggest reward.
So we’ve narrowed our target market to a geographic area and a specific language. There are still too many variables to appeal to all of these women with one succinct marketing message about your skin care. Let’s keep drilling down.
A key differentiator of your skin care is that it’s all natural. So you’ll want to target health- and environmentally-conscious women. Your skin care products are also on the upper end of the price scale, so you’ll target women with household incomes over $60,000.
By now we’re starting to get a clearer picture of the type of woman we are after. But this is just the beginning! From here there are many subsets of our target market. For example, this skin care line is attractive to the gluten-intolerant community because all the products are gluten free. It also appeals to school teachers because it provides an income opportunity they can pursue through the summer. Mothers of newborns love the baby line this product provides because it’s safe and gentle on their baby’s skin. We can go on and on!
Let’s step back and focus on where you’ve been successful in the past. Look at your top 10 customers. Choose one that you would want 100 more of. If you’re in network marketing and don’t have 10 customers yet, ask your upline what their top customers look like.
Now think about where you’ll find these people. Baby Fairs, Kids Expos, Health Fairs, Marathons, Farmers Markets — all of these would be likely places to find women that would be interested in your skin care. Watch your local newspaper for these types of events to learn how to participate as a vendor or sponsor. Talk to your customers and ask them what events they attend regularly. Once you’ve participated in a few events, organizers will have your number and will be reaching out to you on a regular basis with additional opportunities. Just always keep your target market in mind when considering event opportunities.
Dubuque Mattress Factory Blog
A Better Sleep
Dubuque Mattress Factory is a client wishing to improve SEO and stay top of mind. The blog is posted on their website, an enticing link is posted on their Facebook page, and an email is sent including the latest two blogs each month. Below is the article about sleeping during hot summer nights.
Sleep cooler on hot summer nights
Summer is finally here, and the hot summer nights are quickly approaching. Save money on AC costs by keeping the thermostat higher and sleeping cooler on a SomniGel mattress from Dubuque Mattress Factory.
Sleep experts suggest the ideal sleeping temperature is between 65 and 72 degrees. A room too hot or too cold disrupts sleep and causes insomnia. Of course, every person is different, but there are things you can do to keep the thermostat up on the higher end through the summer and still stay cool.
Invest in a ceiling fan. A gentle breeze will help you feel cooler. Adjust ceiling fan settings so the blades run counter-clockwise, pulling hot air up and out instead of just twirling it around the room.
Use cotton sheets. Synthetic fabrics tend to trap heat. Cotton will allow your body to breathe and heat to escape.
Wear cotton jammies—or sleep in the nude. There are arguments for and against sleeping nude as to whether it actually helps you sleep cooler. Some argue the sweat on your body keeps you warmer if you’re nude without the fabric to wick away the moisture. If you choose jammies, choose cotton.
Sleep on a SomniGel mattress. SomniGel™ is scientifically engineered to provide airflow for cool, consistent sleep. The unique design of SomniGel uses hollow columns constructed of pure gel to deliver an array of long-lasting benefits. SomniGel actually transfers heat away from you and the sleeping surface better than memory foam providing a cooler and more restful sleep (even cooler than gel foam). The hollow columns allow air to flow easily.
To learn more about SomniGel mattresses from Dubuque Mattress Factory, stop by and visit us. We’re located across from Theisen’s on Highway 20.
Article published in the Tri-State Business Times
I am a regular contributor to the Telegraph Herald's Tri-State Business Times. Below is an article from December 2014.
Marketing with little or no money
Don't put your marketing on hold due to lack of funds! Marketing is much more than advertising, and there are many ways to get your message out that are free.
It's easy to put marketing on the back burner when things get busy and money gets tight. This often results from viewing marketing as an expense that cannot be afforded, whether that expense is time or money. However, the success of your business relies on recognizing marketing as an investment rather than an expense.
When marketing is viewed as an investment, you consider the additional profit to be made if you invest additional time and/or money into a marketing initiative. That little extra can be enough to propel your business and multiply it tenfold.
But what if you truly have no money to invest? Or an amount so miniscule it wouldn't make a return on the investment? When the money isn't there, that's when you get creative.
Start with a marketing plan. A marketing plan should be the foundation of all marketing activity. Clearly defined goals will help you decide how to prioritize your budget and time. Without this, you are more likely to spend money with any media rep that offers a good discount, regardless of whether it will help you meet your goals.
Once you have a plan in place, look for channels that specifically hit your target market. Identify where your target market is tuning in and where they spend their time and focus your efforts there. Not every channel requires a dollar investment! Social media is an obvious free marketing platform, but also consider word-of-mouth campaigns, referral programs, free press, and networking events.
Regardless of your budget, when you’re generating a list of how to reach your target market, include every channel, not just the ones you can afford right now. You never know when that media rep will walk through your door with that unbelievable deal you can’t refuse! With your list, you’ll be able to respond to that deal and know if you’ll hit your target market.
The next step is to then prioritize which channels you will utilize. Beyond budget, consider your investment of time, the reach, and impact each medium offers. If you do have a modest budget, ask yourself how many widgets you would have to sell to make a profit if you invested in advertising. If you have no budget, ask yourself how much time you would have to invest at your hourly rate, or if you delegate it, to the employee’s hourly rate. The answers to these questions will help you determine if it’s worth pursuing each marketing activity.
When your working on a shoestring budget, your time and money have to work extra hard. Viewing your marketing activity as an investment rather than an expense will help you come to terms with how much of your budget and time should be allocated to marketing.