First of all, what is target marketing? Target marketing is about deciding who your ideal customer is. This will help you to like all of your marketing efforts on this person. In the end, it is much easier to find “someone” than “anyone” or “everyone”.
Big companies do this all the time. A good example is Geico. Who is your target? People who feel they are paying too much for car insurance. Recently, their ads have featured motorcycle riders. Car companies also target certain types of people.
The way to begin this process is to decide which Shaklee product line to focus on. An easy way to decide this is to choose your favorite. Are they cleaning products? Is it weight loss? Is it the multivitamin?
Your company has probably told you that “everyone” can use our products. That is true up to a point. Let’s focus on cleaning products. Shaklee cleaning products are great – they’re environmentally friendly, highly concentrated, and odorless. Good customers for these products are families with young children or people who are sensitive to chemicals. Someone who would not be your customer would be someone from the “old school” who believes that if the whole room does not smell of bleach or Pine-Sol after cleaning, then the room is not clean (we all know these people).
Following our example, let’s say we want to target moms who have young children and don’t want toxic chemicals around the house, but need effective cleaning solutions. Shaklee products are great for them!
So when we go online to market Shaklee cleaning products, it will be more effective to target our message to “moms with young children” than to “anyone who cleans the house.” We want our message to be heard by those who want what we have to offer. Don’t you think it would be easier to tailor our marketing message to people interested in fewer chemicals? Of course it is! Think of how easier it is to strike up a conversation on any topic with someone like you than with someone who is not like you. You can use words that matter to them, such as “non-toxic,” “safe for use with children,” and / or “safe AND effective.”
Then we just need to find the places online where these families are looking for safer cleaning options. When we can determine where these people hang out and what they are looking for, then we can work to find them. The key is to get them to come to us. Because it is much easier to “sell” to someone who came to us than to someone we approached without knowing if they had a need for what we are trying to “sell”.
