First of all, what is target marketing? Target marketing is deciding who your ideal customer is. This will help you aim all your marketing efforts at this one person. In the end it is much easier to find “someone” than “anyone” or “everyone.”
Large companies do this all the time. A good example is Geico. Who is their target? People who feel they are paying too much for car insurance. Recently, their advertisements have featured motorcycle drivers. The car companies target certain types of people as well.
The way to start this process is to decide what line of Shaklee products to concentrate on. An easy way to decide this is to pick your favorite. Is it the cleaning products? Is it the weight loss? Is it the multivitamins?
Your company has probably told you that “everyone” can use our products. That is true to a certain extent. Let’s concentrate on the cleaning products. Shaklee’s cleaning products are great – they are environmentally friendly, very concentrated and odorless. Good customers for these products are families with small children or people with sensitivities to chemicals. Someone who would not be your customer would be someone from the “old school” who believes that if the whole room doesn’t smell like bleach or Pine-Sol after cleaning it then the room is not clean (we all know these people).
Going with our example, let’s say that we want to target moms who have small 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 the Shaklee cleaning products, it will be more effective to target our message to “moms with small children” than “anyone who cleans 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 who are interested in fewer chemicals? Of course it is! Think of how much easier it is to strike up a conversation on any topic with someone like you than someone not like you. You can use words that will matter to them, such as “non-toxic,” “safe to use around children,” and/or “safe AND effective.”
Then, we just need to find the online venues where these families are searching for safer options to clean with. When we can determine where these people hang out and what they are looking for, then we can work on finding them. The key is to get them to come to us. Because it is a lot easier to “sell” someone who came to us than someone we approached not knowing if they had a need for what we are trying to “sell.”