Target Marketing - What Are You Aiming For?目标市场营销-什么是你去向何方？

Water into Wine No Water Into 3 times more potent than gasoline. 水变成酒没有水的3倍更有效比汽油。
This article shows how I was thoroughly laughed at by my friends when I told them cars would run on water...本文介绍了如何我是彻底地笑了我的朋友们时，我告诉他们，车将运行在水... but guess who's laughing now.但猜测谁是现在笑。

Article source: http://www.bulkemailservices.net/ . 文章来源： http://www.bulkemailservices.net/ 。 Used with author's permission. 用作者的许可。

Is Advertising Viable? 广告是可行的？

At the turn of the 20th century, department store magnate JC Penney acknowledged, "Fifty percent of my advertising doesn't work."在一个世纪之交，百货业巨子JC Penney公司也承认： “百分之五十的广告，我不工作。 ” When questioned why he continued to do it all, he replied, "Because I don't know which half isn't working."当被问及为什么他继续做这一切时，他回答： “因为我不知道其中一半是行不通的。 ”

Over the course of the last century, most traditional advertisers accepted this situation as a reality that had to be put up with.经过上个世纪，最传统的广告客户接受了这一形势的现实，不得不忍受。 The result has been that many organisations now develop marketing strategies based on the objective of "branding," with the hope that brand recognition will attract customers.结果是，许多机构现在发展市场营销战略的基础上，目的是“品牌” ，希望将品牌知名度吸引顾客。

Today it is only really viable for large organisations with huge advertising budgets to use this style of marketing, which is dependent of two factors; frequency and reach.今天，它是唯一真正可行的大型机构巨大的广告预算使用此风格的营销，这取决于两个因素;频率和范围。 Both these factors are directly proportional to the amount of money you spend.这两个因素是成正比的金额你花钱。 The more money you pour in, the greater you can extend your frequency and reach.在更多的钱你涌来，更大的，您可以延长您的频率和范围。 Unfortunately for smaller businesses, the cost required to develop the level of frequency and reach to make an impact on the market are almost prohibitive.但不幸的是规模较小的企业，所需费用发展水平的频率和接触，使一个对市场的影响几乎是望而却步。

Communicating With Our Market 沟通我们的市场

Our success in marketing comes down to the quality of our communication with our customers.我们的成功营销归结为高质量的通信与我们的客户。 There are three elements of our communication that we need to address; our message, the media we use and the market we serve.有三个要素的沟通，我们需要的地址;我们的信息，新闻媒体，我们使用和市场，我们服务。

Gary Halbert, a well known direct marketing copywriter, likes to ask his students what advantage they think would help them sell the most hamburgers.加里Halbert ，一个众所周知的直接营销撰稿人，喜欢学生问他什么优势，他们认为，将帮助他们销售最汉堡包。 He typically receives answers such as "better grade of beef," "better sauce," "better location," "lower price," and other similar suggestions.他通常得到的答案，如“更好地级牛肉” ， “好酱油” ， “更好的位置” ， “更低的价格， ”和其他类似的建议。 After the students finish he will say that he will allow the students to have all those advantages if they will allow him only one, and that if they allow him that advantage, he will win hands down.之后，学生成绩，他将说，他将允许学生有这些优势，如果他们允许他只有一个，而且，如果他们允许他这个优势，他将赢得手了。 What is the advantage Gary Halbert wants?什么是优势加里Halbert希望？ To have a starving crowd.有一个饥饿的人群。

How simple yet insightful.如何既简单又深刻见解的。 The most significant factor in marketing success is to find a market that is starving and desperate to have your product.最重要的因素，营销的成功是找到一个市场，饥饿和绝望让您的产品。 The first question you need to ask is; who are the people that desperately want my product and how do I find them?第一个问题你需要问的是，谁的人，迫切希望我的产品以及如何找到他们呢？ Then you need to ask; how do I get my message through to them?然后，你需要问如何让我的讯息呢？

Getting Attention 乘车注意

In his book, Permission Marketing, Seth Godin claims that, on average, we are subjected to around 3,000 marketing messages each day.在他的书中，许可营销，塞思戈丁索赔，平均而言，我们受到周围3000行销讯息每一天。 The message we need to understand from this situation, as marketers, is that it is becoming far more difficult to get our message through to our market, because the clutter of marketing messages makes it almost impossible to attract attention.该邮件，我们需要了解，这种情况下，作为市场营销是，它正在成为更加难以得到我们的信息通过我们的市场，因为杂乱的营销信息使它几乎不可能引起人们的关注。 We are now so adept at screening out advertising and marketing messages that it takes something significant to get through the filters.我们现在正在做善于筛选出广告和营销信息，它有显着度过的过滤器。

One lesson we can learn about what gets through is the way we tend to deal with SPAM, the irritating unsolicited email ads that somehow still seem to get through the filters we have established.一个教训，我们可以了解什么获得通过就是我们通常处理垃圾邮件的恼人不请自来的电子邮件广告，某种程度上似乎仍然获得通过过滤器我们已经建立。 When dealing with spam, most of us tend to click "delete" almost automatically when we don't recognise the sender of the email.在处理垃圾邮件，我们大多数人往往按一下“删除”几乎自动当我们不承认发件人的电子邮件。 We do this even when the subject line sounds interesting or enticing.我们这样做即使在主题行听起来很有趣，或诱人。 We have learnt to turn off to interesting headlines and to be sceptical of promises that sound almost too good to be true.我们已经获悉关闭了有趣的头条新闻，并持怀疑态度的承诺，健全的几乎得是真实的。 We have become hardened by repeated disappointment in the past.我们已经反复强化失望的过去。 Our experience with email has taught us to be efficiently ruthless with communication that we don't deem necessary or is not from friends or colleagues.我们的经验与电子邮件告诉我们要有效地沟通无情的，我们不认为有必要或不是来自朋友或同事。 We just delete anything we don't care about without even reading it or without even glancing at what it is about.我们只是删除任何我们不关心，甚至阅读，或看了一眼，甚至在它是什么的。 The messages that do get through are the ones that come from a trusted source.该邮件，这样度过是那些来自一个可信任的来源。

This habit is an indicator to us as marketers of how to get our messages through to our market and presents a real dilemma for small and medium size businesses in developing effective marketing strategies.这个习惯是一个指标，我们作为营销人员如何得到我们的信息通过我们的市场，并提出了一个真正的困境的中小型企业在制定有效的营销策略。 The key is to work more on developing a trust relationship with your customer rather than developing an approach that resembles spamming.关键是要工作更对发展中国家的信任关系与你的客户，而不是发展中国家的做法类似于垃圾邮件。

Aim For The Target 目的为目标

With the effectiveness of mass marketing methods having deteriorated over the years to the point of relative ineffectiveness that they have now reached, the most important strategy for us in marketing has become identifying and targeting our "starving crowd."随着效益的大规模营销方式恶化了多年来点的相对效率低下，他们现在已经达到，最重要的战略，我们在市场营销已成为识别和定位我们的“饥饿的人群。 ” Marketing now needs to be up close and personal to be effective.市场现在需要密切和个人必须是有效的。 It doesn't matter how good our message is and what media we use, if we are not directing our communication to someone who is desperately hungry for our product we stand little chance of success.这个问题不在于我们的好消息是什么，我们利用新闻媒体，如果我们不指导我们沟通的人谁是迫切渴望我们的产品，我们的立场没有成功的机会。 Even if they are starving but don't know us, the level of scepticism is such that they still may not trust us enough to buy our product, even if it is by far the best solution to their desperate need.即使他们正在挨饿，但不知道我们的水平持怀疑态度是如此，他们仍然可能不会相信我们还不够买我们的产品，即使它是迄今为止最好的解决他们的迫切需要。 What we need to do is identify specifically who are the members of our starving crowd and then woo them sensitively and relentlessly to gain their trust.我们需要做的是确定具体谁是我们的成员挨饿的人群，然后宇他们敏感和不懈地得到他们的信任。 Once we have their trust, we must continue to woo them to establish and deepen a relationship that makes them feel like they are important to us and that we are intent on looking after their needs as fully as possible.一旦我们的信任，我们必须继续吸引他们建立和深化这一关系使他们感觉他们对我们非常重要，我们正在寻找意向后，他们需要尽可能充分的。

Can you describe your ideal customer?你能描述您理想的客户？ To effectively target your customers you need to be able to describe the ideal customer in intimate detail.为了有效地定位客户你必须能够描述了客户的理想的亲密细节。 What is their average age, sex, income, job type, etc?什么是他们的平均年龄，性别，收入，就业型等？ Are they single or in a committed relationship?他们是单一或承诺的关系？ Where do they live?在哪里生活？ How many children do they have?有多少儿童做他们？ What type of car do they drive?什么类型的车，他们开车吗？ What are their hobbies or sporting interests?什么是他们的爱好或运动的利益？ What do they read or watch on TV?是什么，他们阅读或看电视？ What are their favourite movies?什么是自己喜爱的电影？ How often do they use your product?多久，他们使用您的产品吗？ How often do they buy it and in what quantities?多久他们及购买多少？ If they are businesses; what industries are they in, how many employees do they have, are they stable or fast growing?如果他们的企业;什么行业，他们中，有多少员工做他们，他们是稳定或快速增长？ These factors are known as demographics and psychographics.这些因素被称为人口统计和心理。 To more effectively communicate with your target market, you need to know the physical and geographic elements that describe your ideal customer, what makes them tick and why they like your product.为了更有效地沟通，您的目标市场，您需要知道的物理和地理因素，描述您的理想客户，让他们剔，他们为什么喜欢你的产品。

Get Personal If You Want Results 投其所好如果你想要的结果

Rather than spending a lot of money in mass market advertising, in which we try to sell our product to everyone, we would be much better off by first spending some money trying to identify who are the likely people in our market to buy our products and then target those people with more intense efforts to develop a relationship, build trust and persuade them to buy.而不是花了很多钱在大众市场的广告，我们尝试我们的产品销售到每一个人，我们将更好地通过了第一支出一些钱试图确定谁都是可能的人在我们的市场购买我们的产品和然后针对那些人，更激烈的努力，发展的关系，建立信任，并说服他们购买。 I can do a better job of delivering a higher quality message to a select, targeted group that fits the profile of my starving crowd because I can focus most of my resources on that smaller group.我可以做的更好提供更高质量的信息，有选择，有针对性组适合的形象，我挨饿的人群，因为我可以集中精力，我的大多数资源，较小的组。 Mass marketing is very wasteful and inefficient.大众营销是非常浪费和效率低下。 If I try to sell to everyone in the market, I will deplete my resources very quickly.如果我试图出售给每个人都在市场上，我将我的资源消耗非常快。 We can no longer appeal to the masses; our marketing message needs to personally address the needs of our ideal customer and we need to communicate that message on a one to one basis.我们再也不能吸引群众，我们的营销信息需要亲自处理的需要，我们的理想客户，我们需要沟通的讯息12点59分的基础。

Greg is also the author of "The 7 Keys to Unlock Your Business Profit Potential," which descibes the fundamental keys a business needs to achieve this transformation.格雷格也是作者“ 7钥匙开启你的企业盈利潜力， ”这descibes的基本键企业需要为实现这一转变。 Find out more, get 2 free chapters, or buy the book online at http://www.small-business-success.ws了解更多信息，免费获得第2章，或购买图书在网上http://www.small-business-success.ws

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phillip.skinner commented on 20 Jul 2007, 04:28:50 phillip.skinner评论2007年七月20号， 4时28分五十秒
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How do you strategically determine the right target market as a solo consultant?你如何在战略上确定适当的目标市场作为一个单独的顾问？ This article reveals the key factors that must be taken into consideration when prioritizing ways to focus on target markets.本文揭示了关键因素必须考虑优先次序的方式时，专注于目标市场。
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