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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume 4, Issue #47 - November 20, 2003
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In this issue:
Highly Targeted
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Highly Targeted
This week, our consulting
calls followed a common theme of target markets. So, this week I decided
to make that the focus of my enewsletter. I know I’ve written about
this in the past, but I want to share it again and in more detail because
it’s so important.
I talked with a
couple of nutritional retailers and after they told me what they’re
doing with their marketing and what has and hasn’t worked, I asked each
of them the same question.
What is your target
market?
The responses varied,
but the real answer was that if they had one, it wasn’t targeted enough.
Just knowing how
much money people make or where they live is NOT enough. If a person
makes $125,000, that doesn’t make them a target market. Saying you
want to work with people who live in a 10 mile radius of your store
is not a target market.
When I say “target”
market, I want you to forget about the image of a target and just see
the very center or bull’s-eye. Maybe this is the problem. People hear
the word and they think of all the rings around a target rather than
just the center.
GREAT marketers
see one very specific target. They don’t see the people near the target
or around the bull’s-eye, just the very center of it. They are highly
focused on who they will work with. When they’re that focused, it helps
attract the people they’re looking for.
For example, let’s
say you want to work with people who have digestive problems. That
sounds like a targeted group of people but it’s still too broad for
most nutritional retailers to be able to market to them properly.
Think about this
for a moment.
In that group of
people who have digestive problems you can easily have a person that
eats a terrible diet loaded with processed foods. You could have people
that are not getting the digestive enzymes they need. You could have
people that are eating high fat diets. You could also have people that
have a variety of digestive diseases.
These are all potential
parts of that target. The challenge you have is that your marketing
message needs to be very focused. If you talk generically to all these
people, you will probably get a very poor response to any of your marketing.
Not having a highly
targeted focus can make your message soft and unappealing. The more
targeted you are, the easier it is to tug at people’s emotions and get
them involved in your marketing message.
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Do you hate TRYING to get new customers in the door?
Loathe the
idea of finding new customers?
We have your solution! We make customers magically appear!
Call 480-991-6421 to schedule an appointment.
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Some nutritional
retailers told me being too targeted could make it more difficult to
generate new customers. That sounds like it should be valid reasoning
but it’s not.
Think about this.
I like to fish! I know that the ocean has more fish than any other
body of water. So logic tells me that the best place to fish is in
the ocean.
The reality is that
I catch more fish in a small stream. The fish are easier to reach and
I know what they eat. This is the most effective fishing for me.
Unless you are a
HUGE company that has amazing resources (money) and can cast a giant
net, you are far better off with focused marketing. The more focused
the better.
As I talk through
this with nutritional retailers, I see the lights go on when I suggest
a mailer or advertising headline and explain how different it could
be based on the target market. The difference between a good headline
and a great one is often determined by how focused the nutritional retailer
is on the target market.
I knew a woman who
sold skin-care products, and she said her target market was “anyone
one with skin!”
The reality is,
yes, her products did help people with skin. Yes, people are the ones
who buy most skin-care products.
But she was wasting
time, energy and money sharing her “story” with people who were very
unlikely to purchase. Women buy more skin-care products than men.
If I have a limited budget, I can save time and money by focusing on
women.
If my products are
“cool,” I can narrow that target down even more to focus on women who
think “cool” matters. This could very easily help me narrow it down
even more by age group.
The price point
of my product will help me narrow it down even more.
Now, I can get laser
focused by looking at who is most likely to buy out of that group and,
maybe more important, who will benefit the most from the product. What
is the one thing they’re looking for? Is it popularity? Fitting in?
Friends? Dates? Etc.
When you understand
all this, writing mailer copy that’s emotionally charged is almost easy.
You can see the consumer in a crystal clear way.
The more targeted
your focus, the better!
As always, have
fun with marketing!
Marty
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Do you hate TRYING to get new customers in the door?
Loathe the
idea of finding new customers?
We have your solution! We make customers magically appear!
Call 480-991-6421 to schedule an appointment.
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No quote this week
just a thought.
If you want to differentiate
yourself from all of the rest having a highly defined target market
could be the first step.
Marty
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Information provided by Martin Baird and NutritionalMarketing.com.
Visit us at
http://www.nutritionalmarketing.com/.
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Please note that
all of the marketing ideas that are mentioned in our enewsletter or
on our web site are designed to help you grow your business. As you
know one size does not fit all and some of the ideas may work better
for specific applications.
