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Plan＃3   Pick the right targets

Even if you have a target marketing message, it won’t generate results until it is presented to people who are in a position to buy. That’s the essence of targeted marketing ---to deliver the message to the right people rather than delivering it to everyone and hoping the right people find it. The three best ways go target-market are:

1. Geographic targeting

 Select a zip code and advertise only in local newspaper or other advertising that reaches that zip code and possibly the adjacent zip code. You can enhance your results by having salespeople working for you who live in that same area and by totally dominating whatever zip code works for you.

2. Demographic targeting

 If you collect information about your present customers, you’ll be able to identify factors all your customers seems to have in common. You can then approach mailing list brokers or publishers to rent lists of people who have those same demographic factors in their profiles. The better you know your customers, the more demographic factors can be used in future marketing.

3. Affinity or associating targeting

Identify all the trade associations, business, or civic groups or community organizations your clients belong to and rent their mailing lists. You can then out together a very specific package that will appeal to the people normally found in that group. This is particularly effective if you personally are in these organizations and understand what common concerns and challenge are.