Question

Topic: Advertising/PR

Limited Funds And Very Targeted Marketing

Posted by Jessica_Castro on 3/28/2008 at 7:08 PM ET 125 Points
I work for a small company that offers DNA testing for private and legal purposes. The problem I am having is marketing DNA testing to the private portion of our customer base. DNA testing isn't necessarily a pleasant topic so I am looking for a targeted group. Not only that but DNA testing is also dominated by 3 huge companies. Any ideas on how to set my company apart, and get noticed to the right demographic?
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RESPONSES

  • Posted on 3/29/2008 at 9:19 AM Member
    What is the private portion of your customer base you are trying to target?
  • Posted by CarolBlaha on 3/29/2008 at 10:30 AM Accepted
    having a small group is sometimes an advantage. It gives you the chance to consult on a one by one basis and be lazar sharp in your marketing.

    There is probably a lot of fodder here to put together an educational non commercial talk to take to law firms and whatever other trade org for the private entities you are targeting.

    Lawyers, like many other professionals, have to get ongoing continuing education credits. Prepare your topic and take it for approval so that you can award those credits. Bring the topic, and lunch, to the law firms teaching small groups at a time. I have done this in an unrelated field (architects) and they love those "lunch and learns". This link may get you started.

    https://www.abanet.org/publiced/lawday/community/programs/lunch_n_learn.htm.... Its geared for lawyers to teach in the community, but I am sure you can find the source to get your topic accredited.

    Sell Well and Often

  • Posted by aspalato on 3/30/2008 at 7:44 AM Member
    Lacking more detailed info on your customer base, I would suggest you play to the usual strengths of SME competing against the big ones: personalized service, specialized niches, quick service with minimum formality.
  • Posted by Jay Hamilton-Roth on 3/30/2008 at 8:51 AM Accepted
    Instead of trying to appeal to all consumers who may want your offering, focus on just a subset who'd really benefit. For example: couples thinking of conceiving, genealogists, dads in divorce (for paternity testing), etc.
  • Posted by Jessica_Castro on 3/30/2008 at 5:45 PM Author
    Thank you for all your responses I really appreciate it. To address some of the questions:

    Schulte the private sector really consists of people who are interested in DNA testing for peace of mind, not to pursue legal action

    Jay Hamilton-Roth the company has tried to target our customers even more precisely by adding sub categories such as, divorcing parents. Maybe we should push this topic a little more and wait a little longer to see if we get anything back...

    Tim Forrest thanks for the website however; I already have a huge complied database that I made myself a couple of months back that consist of specific lawyers. I really wish
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