Join Drew Boyd for an in-depth discussion in this video Targeting your customers, part of Marketing Foundations.
…Segmentation tells us how we are going to appeal to customers.…In targeting, we make decisions on whom to go after.…It's a process of narrowing down your audience to a selected group.…Now, that may seem like a bad idea.…After all, the whole idea of marketing is to get as many customers as you can.…Right?…That's true,…but keep in mind that your marketing message will not appeal to everyone.…
You're better off narrowing down the audience to the most receptive ones,…than blasting your marketing message to everyone, hoping that a few stick.…You'll waste a lot of money that way.…So, think of targeting as looking for the largest group of customers that are most…willing to consider buying your product or service, based on your marketing appeal.…When I do targeting,…I start with the attitudinal benefit that we selected during segmentation.…Then I test to see if there are any demographic characteristics of…people that might be more inclined than others to want that benefit.…
If there are, then I want to identify them, and market to them.…
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Business Writing Principleswith Judy Steiner-Williams1h 32m Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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