Why you need to understand the Total Market Approach

Why you need to understand the Total Market Approach

Many small business owners and entrepreneurs spend too much time trying to be all things to all potential clients and customers. The way the consumer world has aligned itself today, the old shotgun approach will no longer work. Running a bland marketing campaign aimed at throwing it out there and seeing what comes back will not work. Instead, businesses of all sizes have begun to look at the Total Market Approach.

  • The key to marketing success today is to aim directly at the particular demographic that you believe is your consumer. You must know who your customer is and where they are. You must then tailor your message and call to action and deploy that message where your customers are likely to be. Any strategy short of that will be doomed to fail consistently.
  • It will be likely that you will have a large segment of your target market that will be multi-cultural in makeup. Unless you are taking a Total Market Approach, they could end up never even knowing you are out there. You would be leaving a huge swath of business out there for your rivals to take.
  • In an effort to make all of your marketing strategies relevant to your various multicultural prospects, you need to draw up a list of those segments you wish to attack. After you have segmented your audience, assign separate teams to work out the marketing approach for each. It will keep things smaller and more focused. Speed and agility become your friends.
  • Your product or service is likely to have many different segments of people who will be able to use it. Once you have established your demographic groups and your long range strategy for reaching them, you must coordinate everyone involved. Everyone involved must be focused on the final goal which is to drive traffic and make conversions.
  • Do some testing in a smaller segmented market or, perhaps, run an A/B test or two before you commit to the entire program. It will give you a chance to see what works and what doesn’t before you end up spending and dedicating resources that may not bring any ROI at all.

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