{"product_id":"how-to-market-to-people-not-like-you-isbn-9780470879009","title":"How to Market to People Not Like You","description":"Reach new and diverse customer groups and expand your market share  \u003cp\u003eThe standard approach to marketing is to look for as many people as possible who fit one core customer profile. \u003ci\u003eHow to Market to People Not Like You\u003c\/i\u003e challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business.\u003c\/p\u003e \u003cp\u003eArguing for focusing on customer values rather than demographics, \u003ci\u003eHow to Market to People Not Like You\u003c\/i\u003e reveals how you can grow business and profits by targeting those who are different from your core audience, rather than those who share similarities.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eReach unfamiliar new market segments with your products\u003c\/li\u003e \u003cli\u003eLearn how to engage micro-segmented customer groups\u003c\/li\u003e \u003cli\u003eAuthor's company was named one of the top ad agencies in the US by \u003ci\u003eAd Age\u003c\/i\u003e\n\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFind out \u003ci\u003eHow to Market to People Not Like You\u003c\/i\u003e, understand the needs and values that distinguish diverse customers, and reach their hearts, minds, and wallets.\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eIntroduction: You Can’t Reach a Customer You Don’t Understand xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Seven Steps for Selling to New and Unfamiliar Customers 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Get Out of Your Comfort Zone to Grow Sales 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e‘‘Spray and Pray’’ versus Broad Thinking and Narrowcasting 3\u003c\/p\u003e \u003cp\u003eToyota Tundras, Nike, and iPhones 6\u003c\/p\u003e \u003cp\u003eTapping Into the Hearts and Minds of New Customers also Means Tapping Into Their Wallets 10\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Get to Know the Customer You’re Not Getting but Should Be 12\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWho are These People? Babies, Girl Scouts, and Amtrak 12\u003c\/p\u003e \u003cp\u003eGo Online and Read Everything You Can about the Group You Want to Target 16\u003c\/p\u003e \u003cp\u003eAttend Events, Meetings, and Gatherings of Your Potential Customer; Observe and Talk to Attendees to Find Out What’s on Their Minds 17\u003c\/p\u003e \u003cp\u003eHow to Research a New and Unfamiliar Customer Segment to Find Their Values, Tastes, Needs, and Concerns 18\u003c\/p\u003e \u003cp\u003eListen to Complaints 19\u003c\/p\u003e \u003cp\u003eHire from the Target Group, if Possible 20\u003c\/p\u003e \u003cp\u003eUnderstand that the Way We Receive Information Shapes Us All 20\u003c\/p\u003e \u003cp\u003eHow to Hire a Marketing or Advertising Consultant Who Understands the Target Group You Want 22\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 What Do They Need? Tweak Your Product or Service Offerings 24\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReal Men Eat Salad 26\u003c\/p\u003e \u003cp\u003eShop at Sam’s, Get a Loan 28\u003c\/p\u003e \u003cp\u003eTarget in East Harlem 28\u003c\/p\u003e \u003cp\u003eNo Bifocals for Me, Thanks! 28\u003c\/p\u003e \u003cp\u003eMoving Mom and Making it Easier 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Make Your Sales and Customer Service Friendly: Little Things Make a Big Difference 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOperational Readiness—The ‘‘Secret Sauce’’ in Marketing to People Not Like You 34\u003c\/p\u003e \u003cp\u003eOperational Friendliness 38\u003c\/p\u003e \u003cp\u003eNew Hours, New Uniform 39\u003c\/p\u003e \u003cp\u003eDo the Easy Things First 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Communicate in Their ‘‘Language’’: Develop Marketing Messages Based on Their Values 42\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTranscreation, Not Translation 46\u003c\/p\u003e \u003cp\u003eTweak Your Marketing, Advertising, Signage, and Web Site in Other Languages 50\u003c\/p\u003e \u003cp\u003e‘‘But This is America—Speak English!’’ 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Use Technology to Reach Your Prospects: Micro Targeting 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUsing Free or Inexpensive Online Tools 54\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Deal with Naysayers: What If Your Employees or Your Core Audience Don’t Like Seeing Their Product Marketed to Other Groups? 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSubaru and Dentists 67\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Key Customers Who Could Drive Your Business Growth 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Different Ages Want Different Things 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMatures: Born before 1946 76\u003c\/p\u003e \u003cp\u003eBaby Boomers: Born 1946–1964 80\u003c\/p\u003e \u003cp\u003eGen X: Born 1965–1981 84\u003c\/p\u003e \u003cp\u003eGen Y: Born 1982–1994 86\u003c\/p\u003e \u003cp\u003eGen Z: Born 1995–2004 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Women: Singles, Heads of Household, Working Moms and Stay-at-Home Moms, Home-Schooling, and\u003c\/b\u003e \u003cb\u003eMore 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Immigrants: It’s About Acculturation, Not Assimilation 102\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAcculturation, Not Assimiliation: Targeting Immigrant Groups by Acculturation 104\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Hispanics\/Latinos: North America’s Fastest-Growing Ethnic Minority 112\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCinco de Mayo Is Not Mexican Independence Day 113\u003c\/p\u003e \u003cp\u003eWhy the U.S. Latino Market Is Super Caliente 114\u003c\/p\u003e \u003cp\u003eThe ‘‘Size of the Prize’’ 115\u003c\/p\u003e \u003cp\u003eStep 1: ‘‘Latino-Ready’’ and ‘‘Latino-Friendly’’—Operational Readiness Is Everything 116\u003c\/p\u003e \u003cp\u003eStep 2: When to Use Spanish in Marketing Messages 126\u003c\/p\u003e \u003cp\u003eStep 3: Transcreation, Not Translation 129\u003c\/p\u003e \u003cp\u003eStep 4: New Products, New Hours, New Uniforms 131\u003c\/p\u003e \u003cp\u003eStep 5: Customer Service Is Your Secret Weapon 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 African-Americans: A Large and Lucrative Customer Base 136\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInsight 1: Show People of Color When Targeting People of Color 138\u003c\/p\u003e \u003cp\u003eInsight 2: Diversity in Skin Tone Is Very Important 139\u003c\/p\u003e \u003cp\u003eInsight 3: Don’t Even Use People in Ads at All—Leave It Open to Interpretation 140\u003c\/p\u003e \u003cp\u003eInsight 4: Keep It Real 140\u003c\/p\u003e \u003cp\u003eInsight 5: You Don’t Have to Make It ‘‘Brown’’ to Appeal to African-Americans 143\u003c\/p\u003e \u003cp\u003eInsight 6: People of Color Aspire to More than Just Sports, Music, and Fashion 144\u003c\/p\u003e \u003cp\u003eInsight 7: Get Involved and Support the Community 147\u003c\/p\u003e \u003cp\u003eInsight 8: Food, Music, and Socializing Are Central to African-American Culture 149\u003c\/p\u003e \u003cp\u003eInsight 9: Don’t Take Advantage of African-American Customers 150\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Asians and Asian-Americans: The Highest Household Income of Any Racial or Ethnic Group 152\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe U.S. Asian Population 153\u003c\/p\u003e \u003cp\u003eStep 1: Evaluate the ‘‘Size of the Prize’’ 155\u003c\/p\u003e \u003cp\u003eStep 2: Learn about Which Subsegment Represents Your Greatest Market Opportunity 156\u003c\/p\u003e \u003cp\u003eStep 3: Explore Asian Media Options 156\u003c\/p\u003e \u003cp\u003eStep 4: Make Sure You Use Qualified Translation Services, if Necessary 156\u003c\/p\u003e \u003cp\u003eStep 5: Explore Online\/Digital Marketing 158\u003c\/p\u003e \u003cp\u003eStep 6: Educate Yourself about Key Cultural Aspects of Your Target Market 158\u003c\/p\u003e \u003cp\u003eStep 7: Get Involved in the Community 159\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Other Important Market Segments 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Political Views 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Sexuality: Gay, Lesbian, Bisexual, and Transgendered 168\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Hobbies and Special Interests 180\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDirect Marketing 184\u003c\/p\u003e \u003cp\u003eSpecial Interest Magazines or Web Sites 184\u003c\/p\u003e \u003cp\u003eEditorial Contributions 185\u003c\/p\u003e \u003cp\u003eVenue Marketing 186\u003c\/p\u003e \u003cp\u003eNiche Marketing (Relationship Marketing) 186\u003c\/p\u003e \u003cp\u003eAssociation Marketing 188\u003c\/p\u003e \u003cp\u003eConnectors 189\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Rural versus Metro 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMetro (Urban) Living 191\u003c\/p\u003e \u003cp\u003eRural Living 192\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 Military versus Civilian 196\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 Vegetarians versus Meat Eaters 202\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReaching Vegetarians 205\u003c\/p\u003e \u003cp\u003eReaching Meat Eaters 207\u003c\/p\u003e \u003cp\u003eConclusion 211\u003c\/p\u003e \u003cp\u003eIndex 213\u003c\/p\u003e \u003cb\u003eKELLY MCDONALD\u003c\/b\u003e 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.  If you could grow your business simply by marketing to your existing customers, making money would be a cakewalk. But to generate new revenue, you have to win over the customers you're not getting. Who are these mystery customers? How are they different from your current clientele? Most importantly, how do you forge a bond with them across these differences?  \u003cp\u003eUsing real-world examples from successful business owners, \u003ci\u003eHow to Market to People Not Like You\u003c\/i\u003e demonstrates how to create a deep, emotional connection between your products and new consumers. Forget \"spray and pray\" promotion. It's time to narrowcast, get to know, and then deliver a welcoming message to a specific group. You have to research new customer segments and learn what they need. Then modify your product offerings to communicate that you value that customer. You say to them, \"I see you, I value you, and I want you. I'm putting out this welcome mat just for you.\"\u003c\/p\u003e \u003cp\u003eThis book can take you from tentative newcomer to trusted name among any community. You'll learn: The do's and don'ts of marketing to women, immigrants, Hispanics, African Americans, and Asians; How to identify the key value differences according to political views, sexuality, hobbies, rural vs. metro areas, military vs. civilian cultures, vegetarians vs. omnivores, and much more; How to tweak your product or service to be relevant to a new customer group; Communicate in a relevant manner by showing respect for others' cultures, values, language, and priorities; Create messaging that resonates with each generation's unique values; and Make sure you're operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction\u003c\/p\u003e \u003cp\u003eUnderstanding your customers' values is the key to truly reaching them on an emotional level, because who you are is not defined by your age, your country of origin, or the color of your skin—it's about your values. Understand that, and you will reach new customers' hearts, minds, and, ultimately, their wallets.\u003c\/p\u003e  \"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.\"\u003cbr\u003e —Mark Barnes, COO, Volkswagen of America  \u003cp\u003e\"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.\"\u003cbr\u003e —Marc Patrick, North America Brand Director,Athletic Training\/Field Sports, Nike\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —Roberto Martinez, Senior VP, Marketing and Strategy,Cash America International\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —Harry Hall, North America Sales Manager, DuPont Performance Coatings\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —Jay Kassing, President, Marquis\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989381267685,"sku":"NP9780470879009","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470879009.jpg?v=1761783890","url":"https:\/\/k12savings.com\/es\/products\/how-to-market-to-people-not-like-you-isbn-9780470879009","provider":"K12savings","version":"1.0","type":"link"}