In this workshop, you will learn how to contact appropriate prospective customers and greatly increase
your chances of getting a sales meeting to win the sale. Targeted marketing is a low cost, low risk marketing strategy.

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Targeted Marketing: Introduction to this workshop

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In this workshop, you will learn how to contact appropriate prospective customers and greatly increase your chances of getting a sales meeting to win the sale. Targeted marketing is a low cost, low risk marketing strategy.

What is targeted marketing?

Targeted marketing is, according to the text books, "the process of distinguishing the different groups that make up a market, and developing appropriate products and marketing mixes for each target market involved."

One of the curses of today's technology-driven advertising media (and that includes the Internet) is that it is relatively easy to blanket very wide sectors of the population with your promotional message, in the hope that some of the flying bullets will find their mark. This is not only wasteful of your resources (and other people's), but it can also work against your image. Probably well over half of the 'direct' mail sent out today deserves the title 'junk' mail, because that's precisely what it is. Why is it junk?

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  • It doesn't reach the right people - people who are genuine prospects
  • It doesn't communicate well - it makes it difficult for the reader to absorb the message
  • It's incorrectly addressed (which infuriates most people)
  • It doesn't attempt to address the real needs of the reader

It's a bit like the old way of shooting down an enemy aircraft.

Non-targeted marketing

When the target is sighted, round after round of air-burst high explosive is shot in the general direction of the target in the hopes that some of it will explode close enough to do fatal damage.

Now read about how you can use the guided missile approach...

 


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