Maria Gudelis on How to Target Market
maria gudelis | June 28, 2010How to Target Your Market makes the difference between whether you are BROKE or on vacation sipping Mai Tai’s on the BEACH!
1. Watch the video below and CONTEST – Win a NOOK –
2. Comment below and GUESS at what ‘mistake’ I made in the Video!
==> Enter to win a Nook – just guess below via a comment on what you think my mistake / BLOOPER was in the video!
AND…tell me what you think as well! What’s your experience in target market – how has it helped you!
Cheers, maria Gudelis
Hi, great article, will bookmark this for future reference.
Thankyou, Tandra Manquero,
(1) at 4:00 you showed demographics as if it where for dominos but it was for csc (the numbers didn't make sense for dominos) which was mentioned only at 4:17 and where you showed the demographics again
(2) the copyright notices at the beginning and the end did not have a name of the owner of the copyright, just the symbol and the year.
Twitter: https://twitter.com/#!/lvin4success
says:
i believe it was when you said shirts istead of search. The video is priceless! It is a must to know your customer and the tools/examples you covered in the video help us identify the needs/wants/likes or demographics essential for us to be successful. Thanks, Bryce and Paris.
Hi Maria, the error is that the video is perfect! Eh eh, jokes apart I think the error is at 38 seconds where you didn’t close parentesis: (Sept 1, 2009:
Anyway that’s a good video, I liked it.
Thanks a lot, and see you soon.
Alessandro Zamboni
Twitter: trackitslips
says:
Hi Maria, I watched the video and yes you had a couple of tongue twisters but nothing that I would consider to be a “blooper” – I guess my idea of a blooper is you doing something in the video that cracks me up while watching it – that didn’t happen here.
Terri Jones
Read,Pray,Know,Then Go!
I think the Blooper was when you said initial shirts instead of initial search.
Evelyn
Informative video. I am impressed by the information that you have provided in this blog. It shows how well you understand this subject. Bookmarked this page and will come back for more. Thanks.
Hello! Is this contest still going?
Random guess…At about the 40 second mark your quote has no end parentheses.
It says, (Sep 1, 2009: but it should be (Sep 1,2009) or (Sep 1, 2009:)
I could be totally wrong!
No Clue!!! Love the closing graphic!
Twitter: mariagudelis
says:
Thanks Brad!
Just a thought.
Viagra commericals with guys on motorcycles don't target there market. Most cycle riders are not older, but viagra users to have the need for it would be.
Why would a viagra user be on a motorbike, its supposed to be for old people.
I think you meant to say the bath tub commericals
However..
Twitter: mariagudelis
says:
Hey Caleb! Nice try but no cigar!
OK Maria….cracked it.
The Oracle was the person who gave the prophecy.
It WAS NOT believed that 'the oracle of Delphi' was the centre of the earth, although it was believed that Delphi was the centre of the earth.
Do I win the Nook?
Twitter: mariagudelis
says:
Nice try – nop – not the blooper I’m talking about – it is/was more obvious than that – will send an announcement out on who won the nook!
Cheers, M
I think I found the blooper, Maria! Is it at the 13 second mark where it sounds like you are saying, "the Orcle Delpha".. rather than 'the Oracle of Delphi"?
This 'find the blooper' contest is genius for getting us to watch your video more than once! I watched it all the way through three times!
Twitter: mariagudelis
says:
3 Times Suzette! I’m ROFL! Cheers, M
Thanks as always for providing great content.
My guess for the blooper, is at the beginning.
You show a picture of an ancient amphitheater
an not an oracle with I believe would a temple or altar.
Ron
Twitter: stevieknight
says:
OK, Maria. Here's the blooper: having your blooper SO subtle that I've watched the video twice without finding it!!! Yikes!
Best to ya'
Stevie
Maria,
The things I do in my search for knowledge.
Great video filled with useful content in researching a target market. InfoUSA.com is an excellent source that I was unaware of.
In my quest for the Nook, I listened and watched intently to the video. If there was a Blooper, I sure had a hard time finding a mistake. But of course, in my Nooky challenge I had to come up with something. Here goes: at about the 7:40 mark, where you talk about getting an Image of your target market, you state that "the best example…the best of breed example is the Viagra commercials…"
Now I know breeding and Viagra can be linked (is there an untapped animal market for the drug?:-), but I am thinking you did not mean to say it there. Regardless, as Bloopers often do, it did make me laugh.
Thank you Maria for all that you do. I must say that between your videos and the weekly webinars, I may be listening to your voice more than my wife's each week
aloha,
Steven
Not sure if I got this sent or not. I believe it was Socrates who said "Know Thyself", or Plato, rather than the Delphic Oracle.
Mike Logan
Hi Maria,
Haven't read all the comments, so don't know if this has been mentioned, but I believe it was Socrates who said, "Know Thyself" rather than the Delphic Oracle. Mike Logan
The blooper is… I have no idea. I've looked through it and can't find anything
…hmmm…
Ok Maria, you tell us to do the demographics, and hit the percentages. I.E. If 50% of your market is fishermen, use a fisherman as your 'image'. But you then cite the 20/80 rule.
I.E. Target your most profitable 20%
If your target market is 80% fishermen and 20% pilots, (for a crazy example) , it may be your pilots are your most profitable target market.
Twitter: jdnorthwest
says:
I'm going to guess that it was the 30+ seconds of dead air at the end of the video.
Twitter: jdnorthwest
says:
I'm going to go with the 30+ seconds of dead air at the end of the video.
Hi Maria,
I think I came across your 'subtle' blooper…when you segue into your 'Targeting Dentist Slide' (following your 'Test – Target Market for a Consulting Co.' slide) you accidently show the 'Nets your Results!' slide. Excellent Presentation skills!
Cheers!
Nick
Twitter: harbourmaster
says:
Blooper #1
At the 3:10 mark you are talking about what sort of an image should be used to match up with the demographics for the female customers of Dominos and you suddenly switch to talking about the "30 minutes or less" slogan.
Blooper #2
At the 3:55 mark you were talking about what other sites customers of Dominos.com had visited and then went back and clicked on the "demographics" tab, the data that was shown was for vistiors to the CSC website not Dominos.
Aloha, Ken
Twitter: mariagudelis
says:
Aloha Ken – hmmmmm….interesting observation – wasn’t the blooper I was looking for – however a darn good observation – so keep the guesses coming everyone.
Twitter: drivedoctor
says:
Maria,
Thanks for a great video on how to benefit from Quantcast.
Targeting customers is extremely important. Otherwise you will waste money and have a poor ROI.
Also, please note on Quantcast's results for SCS.com, it warns of "Rough Estimates". Quantcast note's the results are taken from small samples
I believe the blooper was at aproximately 0:26 where you stumbled by including the word "secret" a second time ("the secret to perhaps the most powerful secret of riches for you")
Thanks again for another great video.
Mark
A Thousand Elephants
Maria, thanks for the Video. Where is your mistake, well I think your mistake falls in the area that you touched on "Referal Marketing" - which is something I know is something you are deeply invested in right!!!!
Well, you missed something here, something very important, and also something else that I know is written through the heart of your coaching and running through you like the words in a stick of rock. MOTIVATION.
Most small business owners start off looking in all the wrong places.Your existing clients can be a good source of referrals. When you think about it, who better to shout your name from the rooftops than someone who has actually experienced your incomparable abilities?
The problem though is that existing clients don't have much motivation. They may be in a position to send you referrals but they won't think of you day in and day out, and that's what a referral marketing effort really needs.
So, you better be able to propose a motivation that has something in it for them.
In most cases, the best referral sources, those that can be motivated, are businesses that sell to the same target market, be they non-competing businesses who should be looked at and courted like one of your primary target market sectors. (where quantcast comes in)
Marketing efforts should include very specific plans to attract, educate and motivate
This way, I believe, that almost any prospect that comes your way by way of a referral will generally be more qualified and likely a better fit. In addition, a highly targeted marketing effort pointed at referral sources can be one of the best ways to leverage your limited time and marketing dollars.
Properly marketed to, a good referral marketing partner could potentially send you handfuls of clients for about the same effort most businesses expend to land one self-generated client
There can be many ways to motivate this type of referral lead source. You likely have something they want or can at least propose a way for them to get more of what they want. I'm afraid it's hard to say the same for your clients.
Marias secret is her private network of JVs – right Maria!!
Enjoy your books, and vino
best regards
Twitter: mariagudelis
says:
Wow – Lee – your comment here is INSPIRATIONAL! I love the “maria’s secret is her private network of JVs !! wow!
Now keep guessing -that was a great guess but I’m talking a not an omission everyone – but a real BLOOPER…. isn’t this fun!!
Ah HA ! There is InfoUSA.com I wondered how big my target companies were – thanks.
I have heard of Quantcast for a long time — but not InfoUSA.
Putting ethnic/religious background on the same line is a mistake to me. Sunday morning (Church) is called the most segregated hour in America — but it should not be. Did you run out of room on the slide — or was that a Freudian slip?
Thanks for giving us tips, on the best use of the sites also !!!
Twitter: mariagudelis
says:
LOL Keith!!
Love the video! It is like a mini-webinar. Very educational. I took notes! (when do I not, when it comes to your stuff?! lol)
I know the importance of identifying your customer, but I didn't know about those resources, so thank you!
As for the blooper…it was hard to find anything, but is it one of these…
1. On the 'Dentists' page you spelled 'YouTube' with a lower-case 't'… 'Youtube.'
)
)
2. When you were speaking about the 'infoUSA.com' slide, you said, "…potentially great customers…. LEADS, I should say." Maybe this one shouldn't be on the list, since you corrected yourself right away.
3. As John Collins points out, your photos is of the Delphi Theatre rather than the Temple of Apollo, where the inscription of the quote from the Oracle of Delphi is.
4. You mention the reference to the Greeks considering Delphi to be the 'centre' of the world – or the 'omphalus' – but actually the term means 'navel'. Which, I guess, is basically the same thing, heh? So, maybe this one shouldn't be here either.
5. The Oracle of Delphi was actually a person… a woman, named Pythia… rather than a place. Although, it seems people refer to the spot where the inscription is, as well as the quote itself, as the Oracle as well.
Hmmm. The only other thing I can see is…
6. On the 'Segment Your Customers' slide, you used the American spelling of the word 'Favorite'. Knowing that you are Canadian, maybe the spelling ought to have been, 'Favourite.' lol! Mind you, your main target market is, undoubtedly, the US, so… ;o)
Okay well, that's all I got. Thank you again for the great info!
Dear Maria,
Was it this?
There was No Introduction or Title of what the video was going to be about?
(like, some sort of focal point of where the viewer wants to be focusing in on?)
Or a closing point?
Thanks,
Christopher
Just a guess,
.. I think I'm wrong but worth a try.
but CSC shows up as:
Computer Sciences Corporation
Is that a consulting firm or a blooper
Twitter: mariagudelis
says:
Great try dear 15 year old blogger superstar Caleb! Alas – guess again – and CSC indeed is a multi-BILLION dollar consulting firm i used to work for…
Maria,
Targeting your Market is so important to build your business. Once you find the most profitable customers, not only can you find more of those same demographic, but you can go deep into their network.
If a car dealership owner is one of you best customers, ask them who are their best suppliers/partners. Ask for a referral and you can already talk their industry language because your customer is also in the industry. Then target that industry in the Associations they all belong in. Example, if you sell financial services and you have a couple of car dealers as your best customers. Then find out what Associations they are in.
Contact the Association and ask if you can write an article on financial planning related to car dealership owners. I can almost guarantee the editor of the association magazine/website does not have a finance writer – and even if they do, propose a few topics for articles that you can author. Just think, your name/business giving information about financial planning issues in a magazine targeted to successful car dealer owners. That's just the beginning of going deep into that market… but I don't give away all my marketing tactics for free!
As for the blooper, the only thing I noticed was in the Quatncast portion you were ending the Dominos portion and said to click on the demographics to see more of the statistics you showed earlier, but you were already on the CSC page. then you typed in CSC again and acted like you were just going to that page for the first time.
Jerry
Twitter: mariagudelis
says:
Jerry – that is fantastic advice – would it be ok for me to send that out in an email blast to everyone in my list?
Love the real world application of “Going Deep into the target market”. As per your words that is worth repeating here:
1. Targeting your Market is so important to build your business.
2. Once you find the most profitable customers, not only can you find more of those same demographic, but you can go deep into their network.
EXAMPLE:
If a car dealership owner is one of you best customers,
1. Ask them who are their best suppliers/partners.
2. Ask for a referral and you can already talk their industry language because your customer is also in the industry.
3. Then target that industry in the Associations they all belong in. Example, if you sell financial services and you have a couple of car dealers as your best customers. Then find out what Associations they are in.
4. Contact the Association and ask if you can write an article on financial planning related to car dealership owners.
I can almost guarantee the editor of the association magazine/website does not have a finance writer – and even if they do, propose a few topics for articles that you can author.
Just think, your name/business giving information about financial planning issues in a magazine targeted to successful car dealer owners.
That’s just the beginning of going deep into that market… but I don’t give away all my marketing tactics for free!
***** Jerry that is fantastic! *************
Maria,
By all means use it for an email. I'm flattered you like it. As I said, asking for referrals of the best business partners of your client and then approaching the Associations they belong to are just 2 simple ways of going deep into the network. Pick a couple of niches where you become the expert to the best in the industry, and you can be set for life.
Twitter: MCSGMarketing
says:
Hi Maria,
I want to say that you left out Linked-In as a Social Media referral site.
It's subtle and in the middle of the video. With so much emphasis on Twitter and Facebook, LinkedIn can be an overlooked asset to any business.
Thanks for the information on targeting your market… It's priceless
Mary
http://MCSGlobalSolutions.com
Twitter: mariagudelis
says:
Thanks Mary – alas – not a blooper – interesting observation – how could i forget linked in huh!!! alas guess again!
I was thinking that, for Viagra, the best marketing campaign may not be the one that shows baby boomers (i.e. who their target is) but the one featuring "virile looking" sports men (i.e. who their target wants to look and feel like).
I've read that the most important problem Viagra had with their target consumers was that they didn't want to look like Viagra target consumers. Showing a different population allows those baby boomers to feel more comfortable with buying the product.
Twitter: affiliatetips
says:
Hi Maria
The only thing I see at first viewing is you're talking about the Oracle of Delphi but showing the 4th century theatre. And I believe that "Know Thyself " is found in the forecourt of the Temple of Apollo. But you know those ancient Greek were into grafitti so I imagine it may be in other places too.
Is there a reason behind this detective style question?
Twitter: mariagudelis
says:
Just changing it up for a ‘change’ and keeping you all on your TOES!!!
Maria,
You are slack on your ancient history. The original temple dates to the 6th Century BC….
Well, that's my best guess anyhow.
Have you been to Delphi?
Twitter: mariagudelis
says:
Ya know – i ‘googled’ it – I googled “oracle at delphi’ and the results said 1400 BC from PBS…
http://www.pbs.org/empires/thegreeks/background/7_p1.html
So I figured PBS should be right! Hmmm
Assuming something is true because PBS says so might just be your biggest blooper! LOL
Twitter: affiliatetips
says:
Actually having been there many centuries ago the Oracle of Delphi was in being used about 1400 BC. It was just a opening in the ground with mystical devine vapors coming out of it. When inhaled they gave a person the ability to prophesy. At first people would stand by the hole and breath deep. Far out man. But after people started falling in the hole they put an end to that. They ended up erecting a tripod over the hole and only one person could sit there.
But the important thing is the Oracle of Delphi was just a hole in the ground with some psychodelic fumes coming out. Because it was so popular people started building all around it. So maybe it didn't start out looking the way people think about it today because of the ruins you see but it was there and it was being used.
Twitter: mariagudelis
says:
Goodness John – your knowledge never ceases to amaze me!! “But the important thing is the Oracle of Delphi was just a hole in the ground with some psychodelic fumes coming out.”
John- just curious – have you ever done any research on what the Shamans in Ecuador use – ayahuasca ? I have a fascinating documentary on that – really interesting.
Twitter: affiliatetips
says:
Hey Maria
I caught this but who knows. When you are going over the demographics for Dominos and determine that the 18 -34 followed by the 35 -49 year olds are the target audience. But are they. They are the majority of customers. But is there market share so high because 49% of them have kids and the kids are the ones pressuring that parents to buy Dominos Pizza. The kids aren't buying but they are influencing their parents. Dominos should target the kids. Plus, target the kids and you may very well have long or even life time customers. Advertisers know the value of getting their products into the hands of children as early as possible. That's the easy target but maybe the should consider developing a champaign to go after the 60+ group. It's a large percent of the population. Even 60+ people eat pizza.
Twitter: mariagudelis
says:
Wow – that is one heck of an intuitive find on a mistake – albeit I agree with you – alas – not a ‘blopper’ that is in my message though…nice guess John!!! Keep the guesses coming!!
Twitter: affiliatetips
says:
Hey Maria
I think this might qualify as a blooper. In your intro for the video it sounded likeyou lost your focus and forgot what you were going to say or how you intended to say it. This is where you were saying -
In today's world, Know Thy Customer, is indeed the secret to perhaps the most powerful secret of riches for you.
It sounded like you spaced out. With the hesitation and indeed/perhaps searching for words. By the time you realized it, you were already off your script so you just tried to recover. The following sentence you were quick to bring our focus to target marketing and targeting your customer. So I think that sentence above is the blooper, however, an expertly covered up recovery.
I'm not sure what you originally intended to say but I'm betting that wasn't it. Something more along the lines of – In today's world, Know Thy Customer, is indeed/perhaps the most powerful secret of marketing. Hey, that might not be what you wanted to say, but I took the blooper sentence and following recovery sentence, to make a guess at what you intended to say. I came up with about a half dozen that would have worked.
Twitter: affiliatetips
says:
"Maria: John- just curious – have you ever done any research on what the Shamans in Ecuador use – ayahuasca ? I have a fascinating documentary on that – really interesting."
Hey Mara –
The documentary sounds interesting. Yes I am familiar with ayahuasca the drink and the vine. Something I hope to experience one day. I have interests in shaminism, rituals and the use of plants and mushrooms to expand and unlock the limitations on the mind. No doubt an interesting topic.
The Blooper is — you did not post the video !
Put the drink — and electronic book down — and get back to work. ;-D
Have a fantastic evening, after that.
Twitter: mariagudelis
says:
Now I’m laughing- no drinky yet keith…Dionysus, the Greek god of wine, comes out to play at sunset on the beach!!
The video should play – let me know if u have any issues again with that!
Hey Maria!
Thank you for the insightful and important video. I believe that demographics are a very pertinent and often missed aspect of marketing, online and offline.
Quantcast is a great free site for doing this. I had never heard of InfoUSA.com before, but I am going to look it over right now.
As for the 'mistake', it was definitely tough for me to find anything (which will probably be a duh moment when I find out what it is), but I'm going to go with the fact that you never introduced yourself. It is a great video, but we don't know who made it unless we are on your list. If you want to brand yourself or if you want people to find you, you should always let them know who you are.
Have a great day!
Twitter: mariagudelis
says:
Hmmm….I didn’t intro myself to keep it unbranded – but good guess –
it is a tough one to guess very subtle part of the video,,,,keep guessing!!!
Hi Maria,
Great video, thank you for sharing.
I'm wondering if the mistake is that this video
does not have a "Call to Action" for a product
or service?
Thanks,
Christopher
PS. Where do I sign UP to WIN the Nook?
Thx!
Great presentation Maria. This was a tough pick for me but you know, that 22 yr old buxom receptionist may not be so bad to be there. Unless everyones billboard ad campaigns are wrong (big surprise!) she may have the clients feel that they would look like her after the Dr. works on them also. Tell me that's not what all the cosmetic ads are about.
Your assumption may be correct on the surface, but I haven't seen any receptionists above 30 in most of the offices (don't ask what I was doing there). It was also more important that the receptionist was a client of the DR…bragging rights and social proof I guess. That's my shot at it.
Now as for target marketing…oh yeah! Advertising a swimming pool service to every apartment in a complex is a waste if ad dollars. Complex owners with swimming pools…yes! Can't afford to waste dollars like that. Skateboarding lessons at a retirement home is a train wreck also. Thanks again,
Peter Soos
Maria, Great info as usual…At the end of the video you should have had a "call to action" to post a comment and enter the contest for a Nook!
Twitter: mariagudelis
says:
close but nop – on purpose i have no call to action – this is a pure content – give ya great info video for relationship building with my list!
Great video, Maria. Almost perfect.
I'm saying almost because in 1400 BC there was no temple in Delphi but a modest village named Pytho in the Illiad and the Odyssea.
The sanctuary was not built until 800 BC with the most intense period of activity around the 6th century BC.
Twitter: mariagudelis
says:
Come on – guess at my Blooper!! Win a Nook! check out the UBER cool nook at
http://www.barnesandnoble.com
And tell me what you think too of how important it is to ** TARGET YOUR MARKET **! Cheers, Maria Gudelis
Dear Maria,
Thanks.
Second guess is that you didn't target any specific market
for the audience of this video.
Thanks,
Christopher
Twitter: mariagudelis
says:
nice guess – nop – not it….