everything you know about target marketing is wrong

EVERYTHING

YOU KNOW ABOUT

TARGET MARKETING

IS WRONG

BY JOSEPH DOWDY, AUTHOR

“ELECTRONIC WORD OF MOUTH”

©MeshMarketer 2014

WHO IS

JOSEPH DOWDY?

• Author, “Electronic Word of Mouth”

• Before Moving to Santa Barbara…

• Santa Monica College SBDC Advisor

• 6-Figure Computer Corp. Tech.

• Google AdWords, Bing/Yahoo! Cert’d

• Provides WordPress Hosting (70+)

• Provides WordPress Design (10+)

LISTEN IN ON A COACHING

CALL WALKTHROUGH AT…

• http://goo.gl/2taE9o

• This link goes to a YouTube

video of this presentation with

a live coaching call!

©MeshMarketer 2014

WHAT YOU NEED

• Entire list of customers

(book of clients, etc.)

• Several sheets of paper OR

• Microsoft Excel (or

equivalent)

©MeshMarketer 2014

WARNING

• When you finish this, you will

have a profile and you can call

it your target market

profile, but it is not only that.

• This will tell you who to focus

your efforts on and why.

©MeshMarketer 2014

PAGE ONE

OF SIX PAGES

©MeshMarketer 2014

MY FAVORITE CLIENTS (5 MINIMUM)

AND WHY ARE THEY FAVORITES?

1. _________________________

2. _________________________

3. _________________________

4. _________________________

5. _________________________

6. _________________________

7. _________________________

8. _________________________

9. _________________________

10. _________________________

©MeshMarketer 2014

• ______________________

• ______________________

• ______________________

• ______________________

PAGE TWO

OF SIX PAGES

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I GET THE MOST REFERRALS FROM

THESE CUSTOMERS (3) AND WHY:

1. _________________________

2. _________________________

3. _________________________

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• ______________________

• ______________________

• ______________________

• ______________________

PAGE THREE (OPTIONAL)

OF SIX PAGES

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OPTIONAL: LEAST-SATISFIED

CUSTOMERS (3) AND WHY:

1. _________________________

2. _________________________

3. _________________________

©MeshMarketer 2014

• ______________________

• ______________________

• ______________________

• ______________________

PAGE FOUR

OF SIX PAGES

©MeshMarketer 2014

CHOOSE REASONS FROM

PAGE 1 & 2 THAT YOU

IDENTIFY WITH (3):

_________________________

_________________________

_________________________

©MeshMarketer 2014

PAGE FIVE

OF SIX PAGES

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LOOK INTO THE FUTURE AND SEE

YOURSELF HELPING PEOPLE FOR

THE REASONS YOU CHOSE. IS

THERE ONE MORE YOU SHOULD

ADD? THIS IS YOUR FINAL LIST OF

FOUR REASONS.

_________________________

_________________________

_________________________

_________________________

©MeshMarketer 2014

PAGE SIX

OF SIX PAGES

©MeshMarketer 2014

NOW DRAW A GRID (USE EXCEL?):

17 ROWS BY 17 COLUMNS

Name G M F A D S C K H I P T O V E 2

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16©MeshMarketer 2014

NAMES

• Write as many of your

customers as you can in the

first column up to 10

that match the four reasons.

• You’ve already got a list of 5

or more, so just add those and

any others you can remember.

©MeshMarketer 2014

COMMONALITIES (40%+)

• You are looking for

commonalities.

• Write the letter at the top of

the column which will

represent each commonality.

• Look for 40% or better. For 17

names, that’s 7 matches.©MeshMarketer 2014

GEOGRAPHY

• Write a G next to each name

that has common Geography

• You can also add notes next

to the G. For example, if they

live in Philadelphia, you can

write GP. New York City = GNY

©MeshMarketer 2014

TWO COLUMNS: MALE

& FEMALE

• Write an M next to each

male.

• Write an F for each female.

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AGE BRACKET

• Write an A next to each person

who has similar ages.

• Write the decade next to the A

if they live in the same age

range. For example, A30 is for

people in their 30’s.

©MeshMarketer 2014

DIVORCED, SINGLE, COMMITTED/M

ARRIED AND KIDS

For each next column:

•Write a D if they are divorced.

•Write an S if they are single.

•Write a C if they are in a

committed relationship/married.

•Write a K if they have kids.

©MeshMarketer 2014

HOBBIES, ACTIVITIES, EXERCISES

AND COMPETITIONS

Write an H if many have the

same hobby

(crafts, toys, astronomy), the

same activity

(politics, religion), exercise

(hiking, biking, etc.) or

competitions (guns, cars, etc.)

©MeshMarketer 2014

INCOME LEVEL

Write an I if they fall in the

same group of income

generally and note it next to

the I. For example, income

above $60K could be I60 or

above six figures could be I6.

©MeshMarketer 2014

PROFESSION/TRADE

Write an P if several are in the

same line of work, profession

or trade and note next to the P.

For homemakers, it could be

PH. For lawyers, it could be

PL.

©MeshMarketer 2014

EDUCATION, ALUMNI, DEGREE,

TRAINING AND CERTIFICATIONS

Write a T for those who have

the same education, alumni,

degree, training or certifi-

cations. For example, TH for

Harvard-educated or alum. TT

for technology-certificated.

Students would be TS.

©MeshMarketer 2014

CLUBS, FRATERNITIES, CAUSES,

ORGANIZATIONS & NON-PROFITS

Write an O for people who

belong to the same club (Elks,

Moose), fraternity, active in the

same cause (animal rescue),

organizations (AA, chamber of

commerce) or non-profits (Red

Cross, Boys & Girls Club)

©MeshMarketer 2014

VETERANS

Write an V if they are veterans.

Make a note if you know what

branch they served. For

example, VM for Marine veterans

(they tend to have a lot of trust

and loyalty together, so that’s a

good group!)

©MeshMarketer 2014

ETHNICITY, ANCESTRY AND

CITIZENSHIP

Write an E next to those with

the same ethnicity, ancestry or

citizenship. Is your product

something like piñatas or

vegemite where only certain

people know your product?

©MeshMarketer 2014

SECONDARY TARGET

MARKETS

Write a 2 next to ones who

belong to a secondary market.

For example, people who buy

workout programs also need

workout clothing, nutrition and

weight scales. If they have

kids, they need diapers.©MeshMarketer 2014

COUNT IT UP

Below each column, add up the number of times that you have the same commonality.

This forms the basis for your target market.

We are not pigeon-holing by the way. Hold that thought!

©MeshMarketer 2014

WHAT PROFILE DO

YOU HAVE?

• G, F, A30, A40, C, K, TurboFire,2 (needs cool clothes, nutrition and also free weights)

• In this example, they are New York females who are in their 30s and 40s, are married, have kids and do Turbofire.

©MeshMarketer 2014

SECONDARY

MARKET?

Yes, there is a secondary market.

By providing resources to these

customers for cool

clothes, nutrition and things like

free weights, I can sustain these

customers better.

©MeshMarketer 2014

FINAL PROOF THAT WHAT YOU

KNOW IS WRONG

• If there was such a thing as a

target market, it would only be

your current customers and

those who they refer to you.

• Your target market cannot be

my target market unless we

compete for the same people.©MeshMarketer 2014

MEET YOUR

AMBASSADORS

• Call this your target market if you think you need one.

• These are your ambassadors.

• You know what you offer and what they buy from you.

• Focus on exploring them and finding more just like them!

©MeshMarketer 2014

EXPLORATION

QUESTIONS

• How did they find you?

• Why did they choose you?

• Why do they buy from you?

• What are you not doing for them yet that you could be?

• Where can you “go right“ for them instead of “go wrong”?

©MeshMarketer 2014

QUESTIONS???

Contact Joseph Dowdy

Via electronicwordofmouth.com

Or by email at:

electronicwordofmouth@gmail.com

©MeshMarketer 2014

THANK YOU

If you found any value at all in

this video, please share it. Let

people know it is long, but it is

worth it if that is what you think

or how you feel about it.Joseph Dowdy, Author

“Electronic Word of Mouth”

©MeshMarketer 2014