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Informationen zum Autor 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. Klappentext "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 Zusammenfassung Reach new and diverse customer groups and expand your market share The standard approach to marketing is to look for as many people as possible who fit one core customer profile. Inhaltsverzeichnis Acknowledgments xiii Introduction: You Can't Reach a Customer You Don't Understand xv Part I: Seven Steps for Selling to New and Unfamiliar Customers 1 1 Get Out of Your Comfort Zone to Grow Sales 3 ''Spray and Pray'' versus Broad Thinking and Narrowcasting 3 Toyota Tundras, Nike, and iPhones 6 Tapping Into the Hearts and Minds of New Customers also Means Tapping Into Their Wallets 10 2 Get to Know the Customer You're Not Getting but Should Be 12 Who are These People? Babies, Girl Scouts, and Amtrak 12 Go Online and Read Everything You Can about the Group You Want to Target 16 Attend Events, Meetings, and Gatherings of Your Potential Customer; Observe and Talk to Attendees to Find Out What's on Their Minds 17 How to Research a New and Unfamiliar Customer Segment to Find Their Values, Tastes, Needs, and Concerns 18 Listen to Complaints 19 Hire from the Target Group, if Possible 20 Understand that the Way We Receive Information Shapes Us All 20 How to Hire a Marketing or Advertising Consultant Who Understands the Target Group You Want 22 3 What Do They Need? Tweak Your Product or Service Offerings 24 Real Men Eat Salad 26 Shop at Sam's, Get a Loan 28 Target in East Harlem 28 No Bifocals for Me, Thanks! 28 Moving Mom and Making it Easier 29 4 Make Your Sales and Customer Service Friendly: Little Things Make a Big Difference 33 Operational Readiness-The ''Secret Sauce'' in Marketing to Peop...
