Target Marketing for Shaklee - Waste of Time?
October 10, 2022
First off, what is target marketing? Target marketing decides who your ideal customer is. This will help you focus all of your marketing efforts on that one person. In the end, it's a lot 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 auto insurance. Recently, their ads have featured motorcyclists. The car companies also target certain types of people.
The way to start this process is to decide which line of Shaklee products to focus on. An easy way to decide is to pick your favorite. Is it the cleaning supplies? Is it the weight loss? Is it the multivitamins?
Your company has probably told you that "anyone" can use our products. That's true to a certain extent. Let's focus on the cleaning products. Shaklee's cleaning products are great - they're eco-friendly, very concentrated and odorless. Good customers for these products are families with young children or people with chemical sensitivities. Someone who wouldn't be your customer would be someone "old school" who believes that if the whole room doesn't smell like bleach or Pine-Sol after cleaning, then the room isn't clean (we all know those guys) .
For our example, let's say we want to appeal to moms who have young children and don't want toxic chemicals in the home, but need effective cleaning solutions. Shaklee products are great for her!
So when we market Shaklee cleaning products online, it's more effective to target our message to "moms with young children" than to "everyone 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 who are interested in fewer chemicals? Of course it is! Remember how much easier it is to start a conversation on any subject with someone like you than it is with someone you don't like. They can use words that are meaningful to them, such as non-toxic, safe around children, and/or safe AND effective.
Then all we have to do is find the online venues where these families are looking for safer cleaning options. If we can determine where these people are and what they are looking for, we can work to find them. The important thing is that they come to us. Because it's far easier to "sell" someone who came to us than someone we approached without knowing if they have a need for what we're trying to "sell."
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