Stefanie Hartman In The Press

Looking For Ways to do Really Targeted Marketing?

Posted on 17 April 2009 by Stefanie

I was recently on a Private JV Club student call, and we were brainstorming about the idea:  Who is your Best Client or Customer?

This is an exercise that I give to entrepreneurs to be able to profile their best client/customer and use it as a way to amp up their targeted marketing.

Normally I would have them do this by looking at their past clients and “profiling” just like on CSI Crime Show, profiling who is their best client, the ones who spend the most amount of money and are the least trouble to deal with (plus more detail on how to duplicate them and market to them).  But you get the idea and you don’t guess – you use your sales reports to actually find out.

But on this consulting call, one of the people that was creating this profile of their best client/customer didn’t actually have a mailing list or past customer base yet, so we started coming up with other ideas of how to best figure out how to do targeted marketing for her business.

One way you can do this is to do street surveys.  I had a student that used this very effectively – she stood on the street and asked people passing IF they would buy her product and what would they pay.  She ended up getting some really great insight this way!

You could also use an online survey, (a free tool is Survey Monkey) that you could use to ask your customers or potential customers what they like, dislike, and want.

The thing is, when you’re doing targeted marketing, it’s imperative to profile your clients/customers as full individuals – researching things like:

  • What are their circumstances?
  • Are they men or women (or both)?
  • Where do they live (demographics)?
  • What are their emotional experiences – are they coming to you because they are unhappy, because they’ve experienced a particular event (health issues, childbirth, being laid off, etc.)?
  • Anything that you can think of that defines this individual or group more fully.

So one of the best ways to do this is through profiling one of your best past customers, but the breakthrough that we had on this call with the student that didn’t have past customer profiles to access was to realize that in a pinch, one of the best resources you can look at to profile your client/customer is to profile yourself!

Did you know that more often than not we create products, programs and services WE actually want for ourselves?

How often have you created a product of service or business because you saw the need in yourself and decided to fill it?

I am the same way – I created the Get it Done Series because I found myself sitting there at the end of the year thinking, “I’ve worked hard, I’ve accomplished great things, but I’ve still got this marketing list of to-do’s that I haven’t checked off yet and I don’t know how I’m going to find the time to do it!”

I created the Private JV Club because I kept hearing stories from people were in my JV training classes about how they wanted to apply all of this incredible information but it was hard to get everything together for it AND to make the connections without having doors slammed in their faces!

I remembered what it was like to be new and have no contacts, and I didn’t want to just be training people and getting them all excited and then just walk away to count my cash!

I wanted to create a club – a house that you could walk into and meet people and clink their glass and get to know each other.  So I did create it – because it was something that I wanted for myself and for those that I was teaching.

Then after I created the Private JV Club I wanted to go beyond that, which was why I created the JV with Your Guru Contest (where an unknown entrepreneur can Joint Venture with a well known person) – again, something I would have loved the opportunity for myself!

So think about this as you work on your own targeted marketing – look back on your own experience and you might find that your client/customer profile has very similar issues to you or to someone that you really identify with strongly.

It makes it so much easier to do your marketing, because you’re marketing to yourself!  And you know how you want to be marketed to!

If you want to take your marketing to the next level, join me on April 30th for a complimentary call to learn more about the Private JV Club and the JV With Your Guru Contest (find out how you can Joint Venture with Mark Victor Hansen and others like him!).  All the details are here and you can sign up for free now!

Looking For Ways to do Really Targeted Marketing?

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Looking For Ways to do Really Targeted Marketing?

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