Question

Topic: Customer Behavior

How Do I Attract The Right Target Audiance ?

Posted by Anonymous on 4/29/2008 at 11:11 AM ET 125 Points
Can anyone advise on the best methods of targeting the right clients? I want to achieve the most qualified leads possible, and am struggling with generating leads myself by the more traditional methods, such as flyer distribution, email, even cold calling... I very recently brought into a franchise, which have a very unique product offer. My product is designed to half the cost of calling UK mobiles from a fixed line. The unique part is that we bundle it up as a managed service, so there is no upfront costs involved. It fits into any environment and is guaranteed to save money However... unfortunately the market has been saturated with un scrupulous 'Telecoms companies' that the mere mention of reduce rates on calls, or our unique services is a big turn off... any help would be much appreciated on how to get the hook so people take what I have to offer seriously. (it really is a no brainer) Having spent the last 20 years in IT sales, marketing by my own admission is not my best strength unfortunately. (as you can probably tell)
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RESPONSES

  • Posted on 4/29/2008 at 4:21 PM Member
    What i always use; answer these questions first:

    - What problem does it solve for the customer?
    - Why are you different then the others?

    Then, find 5 companies who use the service against a reduced rate for a couple of months. After that...
    Interview them, film them, photograph them..

    Create a simple brochure, website, DM with using your testimonal customers to expain the product in a simple way.
    My experience; customers only switch from "low interest" services when there is a major advantage. Not only financially but especially: HOW DOES IT HELP MY CUSTOMER DO HIS BUSINESS BETTER, EASIER, FASTER, CHEAPER?? If you can answer this question positively, i can guarantee customers will start using your service!

    Good luck!
  • Posted by Chris Blackman on 4/29/2008 at 7:10 PM Member
    Jo

    If you're talking about a package involving a piece of technology like Engin or similar then one way to attract or PULL customers to you, rather than trying to PUSH the product out to them, is to get onto one of the tabloid TV current affairs shows.

    These programs are always hungry for content (witness the frequent repetition of miracle diet, amazing new bra, telco and bank statement errors and cheating partner stories).

    If you have a story that can translate into savings for consumers as well as small businesses I'm pretty sure they would be glad to get you on board. Just make sure you are ready with strongly supported website links and phone numbers so you can "help" the deluge of callers immediately following any broadcast.

    Hope that helps.

    ChrisB
  • Posted on 6/3/2008 at 2:38 PM Member
    My advice for generating TONS of leads AND making sure every one of your leads is qualified:

    1. Figure out what your target's pain is.
    2. What is their hope/desire.
    3. How are you the solution to their pain? How is your product the embodiment of the solution?

    4. Offer something of REAL VALUE to them for free. Something that stands-alone from what you're selling (they don't need to buy anything from you to get real value from what you're offering). Perhaps a scaled-down version of your service?

    5. Give that thing away for FREE. You're even going to send it to them or allow them to download some authentication code right from the next screen. Just have them opti-in so you can get their contact info so you can add them to your list and continue to market to them.

    6. Since the only people who will opt in for a scaled down version of your service are those who will need the svc. in the future, you know all are qualified.

    7. You are now the company who has added REAL value to their lives UP FRONT, the one who they like and trust, and the one who will get their purchase when they're ready to buy.

    Hope that helps!
  • Posted on 6/4/2008 at 10:21 AM Member
    Targeting is compex but also easy. The main thing that you should keep in mind, put your message in the hands of the consumer, don't do too much just keep it simple.

    Create a first trial message, read the response and feedback and work and grow on what you have. This way you'll have your message customised and effective to everyone.

    Another simple thing that keeps me going is VANTAGE, look at every problem from every perspective. Goodluck!
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