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

"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

Spis treści:
Acknowledgments.
Introduction: You Can’t Reach a Customer You Don’t Understand.
PART I: SEVEN STEPS FOR SELLING TO NEW AND UNFAMILIAR CUSTOMERS.
1 Get Out of You r Comfort Zone to Grow Sales.
2 Get to Know the Customer You’re Not Getting but Should Be.
3 What Do They Need? Tweak Your Product or Service Offerings.
4 Make Your Sales and Customer Service Friendly: Little Things Make a Big Difference.
5 Communicate in Their ‘‘Language’’: Develop Marketing Messages Based on Their Values.
6 Use Technology to Reach Your Prospects: Micro Targeting.
7 Deal with Naysayers: What If Your Employees or Your Core Audience Don’t Like Seeing Their Product Marketed to Other Groups?
PART II: KEY CUSTOMERS WHO COULD DRIVE YOUR BUSINESS GROWTH.
8 Different Ages Want Different Things.
9 Women: Singles, Heads of Household, Working Moms and Stay–at–Home Moms, Home–Schooling, and More.
10 Immigrants: It’s About Acculturation, Not Assimilation.
11 Hispanics/Latinos: North America’s Fastest–Growing Ethnic Minority.
12 African–Americans: A Large and Lucrative Customer Base.
13 Asians and Asian–Americans: The Highest Household Income of Any Racial or Ethnic Group.
PART III: OTHER IMPORTANT MARKET SEGMENTS.
14 Political Views.
15 Sexuality: Gay, Lesbian, Bisexual, and Transgendered.
16 Hobbies and Special Interests.
17 Rural versus Metro.
18 Military versus Civilian.
19 Vegetarians versus Meat Eaters.
Conclusion.
Index.

Nota biograficzna:
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.

Okładka tylna:
"In our business, we need to build the brand, but we need to generate sales day in and day out, too. Kelly un derstands 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