Book description
Reach new and diverse customer groups and expand your market share
The standard approach to marketing is to look for as many people as
possible who fit one core customer profile. How to Market to People
Not Like You challenges this traditional thinking about core
customer bases, giving you a new approach to expand your customer base
and your business.
Arguing for focusing on customer values rather than demographics,
How to Market to People Not Like You reveals how you can grow
business and profits by targeting those who are different from your
core audience, rather than those who share similarities.
- Reach unfamiliar new market segments with your products
- Learn how to engage micro-segmented customer groups
- Author's company was named one of the top ad agencies in the US
by Ad Age
Find out How to Market to People Not Like You, understand the
needs and values that distinguish diverse customers, and reach their
hearts, minds, and wallets.
KELLY MCDONALD is the president of McDonald
Marketing, which Advertising Age named one of the top ad agencies in
the United States across all disciplinesin 2009. She worked in top
positions for global ad agencies before starting her own marketing
company in 2002. Her agency's clients include Toyota,
Sherwin-Williams, Miller Coors, Harley-Davidson, and State Farm
Insurance.
