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Target Marketing
How Large is Your Market?
The entire market size for a product category at a given
point in time.
Potential Market
Prospects who are willing and capable (have sufficient resources) buyers, and have access to a particular market or service.
Available Market
The individuals and organizations in a particular market who are interested in a product can afford it and who are not prevented from purchasing by any access barrier or legal restriction
Qualified Available Market
a group of customers a business has decided to aim its marketing efforts and ultimately its merchandise towards.
Target Market
CustomersYou Sell To
Penetrated Market
Basis for Segmentation
An Example
Income
Gender
PartyAffiliation
RL C
Religious Affiliation
IC J A
Geography
Education
HealthConscious
5 0 10
West Central East
Low Middle High
HS 4 Year Grad
FemaleMale
US Market
Example: Segmentation by Usage Occasion
A Small Business Example
“Experience is the teacher of all things.”Julius Caesar
Understand Your Customer’s ProblemsMost Common
Large Company ChallengesMost Common
Small Company ChallengesStaying focused Money
Reaching online customers Time
Finding & recruiting top talent Lack of knowledge/ skills
Dealing with state regulations Information overload
Staying a step ahead of the economy Lack of direction & planning
Meeting customer expectations Working IN the business, not ON the business
Rethinking the traditional work schedule Lack innovation.
Knowing when to embrace change Trying to do It alone.
Avoiding data security issues Getting clients (Difficult)
Going global Poor marketing
Target Specific Marketing Strategies
Product
Price
PromotionPlace
Productivity
Customer Life Cycle Marketing
Content Mapping
Need Recognition
Research
Comparison
Selection
Purchase
Experience & Advocacy
Topic Delivery
WeightLoss
vlogwebinar
blog images
white paperinfographics
Customer Focused Stories That
Educate
Entertain
Inform
Solve Problems
Know Where She Hangs Out.
Know Where She Hangs OutSocial Media Channel% of channel users in the demographic
You Want to Be Where They Are….
Social Media Platform Who Should Be Here?
Everyone
Everyone
Lifestyle, food, fashion, personalities and luxury brands
B2B businesses
Brands with video content and ads
Your Website
Blog
Pag
e(s)
Considerations for Effective Blogging
Hallmarks Details
Purposes: Problem solve, Educate, Inform, Entertain
Tone: Authentic. Be yourself. Share a point of view.
Personality: Write TO your persona in mind. Achieve for an emotional connect.
Consistency: Publish on a schedule.
Community: Create opportunities for feedback and engagement.
Activation: Generate leads!
