If you think about it, our products and services are not meant for every person on the planet. One way of working smarter is to specifically go for the people who need what we’re selling. The places to find those people are right in front of us.
Think about your products for a moment. What problems do they solve? What kinds of people would have those problems? Where do those people hang out? Where do they typically go to solve those problems?
Let’s say your product helps people save money at the dentist. Who needs to see the dentist? Everybody knows that children and seniors are huge audiences in that market. Kids visit the dentist more often than adults, and seniors have financial issues keeping them from the dentist. Now let’s break down those two groups.
Did you know that over 3 million children and teenagers begin orthodontic treatment every year? Savings on braces could be the one part of your dental plan that you focus on when talking to parents. Why not invest in car magnets, which you can use whenever you pick up your kids from school? Or you can give out business cards while waiting for the school bus with your kids. Another place to do this is before and after your children’s sports games.
Everyone knows that with great age comes special dental problems. Especially after retirement, when people lose the dental coverage they were getting from their jobs. Why not volunteer at nursing homes and talk to families about your dental plan? Baby boomers are the fastest-growing demographic on social media, and 35% of Americans 65 and up are on Facebook. You can post ads on your Facebook, Twitter, etc. that target them.
A simpler way to market to specific prospects is to go to the places where people are already working on a solution to the problems you solve.
If you’re selling weight loss products, why not put your business card holders on the counters at the gyms in your city? Why not put polybags and yard signs near health food stores? You can also go to those places and put dropcards there.
If you sell medical plans, why not pass out flyers and cards near hospitals and doctor’s offices? You can put brochure holders in pharmacies. You could talk to the people in waiting rooms and emergency rooms.
So what’s our assignment? Invest more time in marketing to people who are consciously looking for us.
Make a nice day!