An exercise in getting to know your target audience

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Many small business owners struggle with promoting themselves. They know they need to get the word out so they start to think about advertising. There are so many options when it comes to promotions. Where should you advertise? Print? Online? On the side of a bus? The key to answering these questions lies with the answer to another question……Who is your target audience?

Let’s use an example and say your target market is moms. Well, a mom can be many other things. This is a large and diverse group of people so let’s try to break it down further. Let’s pick one mom to be your ‘ideal’ customer.

Where does she live?

What kind of income does her family have (remembering she often controls the family income)

What kind of house does she live in? Does she rent or own?

When she gets dressed in the morning what does she wear?

Where would she have bought those clothes?

What does she make herself for breakfast? Does she make a big family meal or just have coffee while trying to get her kids out the door. Or maybe she prefers to drink tea?

When she piles the kids in the car what type of car is it? A minivan? Crossover SUV or is it a 1989 station wagon?

Once the kids are at school where does she go? Home, work or to a yoga class?

Ok, so I think you see where I’m going with this. In order to reach your target audience you need to get inside the head of your ideal customer. Think about the places they go, the magazines they read and the websites they surf.

If she owns her home, wears sweats and drives that 1989 station wagon then I doubt she’s reading the newest issue of Vogue so don’t worry about how you’ll afford to advertise there. Maybe the local paper would be a better fit so she sees your ads while placing a classified to get rid of her wagon.

If she wears a dress suit, drives an SUV, works full time and grabs a Starbucks on the way she may be reading that issue of Vogue on her lunch break. That’s a pricey publication to get into so think about some alternatives. What about putting up a flyer at her favourite lunch stop (she likely eats out instead of brown bagging it) or sponsoring her daughter’s soccer team?

If you’re thinking it’s all a bit stereotypical then you’re right, it is. Being too narrowly focused isn’t right either but, it’s a great starting point. Once you have a feel for your ideal customer you can branch out a little to expand your audience. This will give you a bit of room for error and hopefully your message will reach its target and you will begin to see a return on your investment.

H.E.Eigler also blogs at Maternal Spark - a blog for creative moms.

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July 1, 2008 | Filed Under Advertising, Coaching, Marketing, Resources & Tools, how to | 1 Comment 

The Indie Biz Chicks Podcast - Episode 23

The latest episode of The Indie Biz Chicks Podcast is up and running. We are featuring tons of free advertising ideas in this episode.  You can listen online, download it or subscribe in iTunes by clicking here

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May 31, 2008 | Filed Under Advertising, podcast | 1 Comment 

Get Ready For Power Publicity Version 2.0

If you were one of the first people to learn about the launch of IndieBizChicks.com last year, you probably remember the “Power Publicity!” guide.

This was a free guide that I used to generate some buzz about the launch of the website, and I gave it away to my first 100 subscribers.

I used the same techniques I wrote about in the guide to promote my own website and since launching the site - less than a year ago, I’ve received some amazing results.

And that leads me to the point of this whole email. I’m now working on “Power Publicity! Version 2.0″

This new, updated, bigger, better version will have all the stuff the first one had, PLUS some! In addition to the extra info, I’ll be sharing my own experiences throughout the past year.

I’m still putting the finishing touches on the new version, but in the meantime, I put together this free 5 day ecourse which will definitely get you started on your publicity journey!

You can grab it here: http://www.indiebizpublicity.com/ecourse.html

I’ll keep you updated and let you know as soon as Version 2.0 is ready!

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May 18, 2008 | Filed Under Advertising, Affiliate Management, Blogging, Internet Marketing, Managing Your Biz, Marketing, Publicity, ecourse, how to | Leave a Comment 

Reform School For Email??

Did you realize that “email marketing” can be one of the most effective ways to generate sales? This is the process of starting a mailing list to collect the names of people interested in your business and your products or services. Whenever you create a new product or decide to have a sale or other promotion, you can email your past customers & the people you have requested to be on your mailing list.

Since these people have already expressed interest in hearing from you, they are more likely to purchase your products and services than somehow who has never heard of you.

If you are at a loss for what to say in these emails, don’t worry. I have your back! My friend and mentor, Alice Seba, has created a guide called “24 Ideas For Endless Email Topics” (click on the link to read it online, or right click it to save the guide to your computer).

Alice is also offering an Email Marketing Reform School to a very select group of 25 students. Registration begins May 12 and will close on May 19 (or when the 25 spots are taken, which ever comes first). Your lessons will be delivered via email, and you will also have access to a private coaching area where you can ask questions, receive feedback, etc. Click Here for more info.

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May 10, 2008 | Filed Under Advertising, Freebie, Internet Marketing, Mailing Lists, Managing Your Biz, Marketing, Resources & Tools, how to | Leave a Comment 

Ask Crissy: How Do I Take A Direct Sales Approach With My Business?

A reader recently asked me the following question:

“I am a jewelry business start up at the moment. I live in a neighborhood where there are two bead stores. Due to this, pre-made jewelry is already being offered for sale, as well as classes on how to make jewelry.

I would like to offer the direct sales approach of “making your own” jewelry at home but I run into a few concerns. 1. I am terrified of dogs I don’t know, 2. I live at home with my family for financial reasons and 3. well… my competition 4. I don’t work “yet” and don’t have time to rent a place for that reason of #2!”

I have a lot of ideas for this reader. But before I get to the “good stuff” I do have to stress that it is important to do some market research before starting any business. It is not going to be easy to compete with these bead stores, especially if they are selling at lower prices, etc. It can be easy to start a business, invest a bunch of money and hope for the best. However, that doesn’t make much business sense. You have to look at the bottom line and there are some businesses that just won’t make money.

That being said, it is possible to do very well in a “saturated market” so to speak. Look at companies like Avon or Tupperware - there are already tons of consultants but new people are joining every day and some of them are going to be extremely successful. It’s all in how you market yourself.

Now, the reader says she wants to try the “make your own jewelry at home” approach and I think it can work out GREAT. The first step is to hold your own jewelry party. Limit the jewelry to 1 easy piece - when people get together, they want to talk and ooh and ahh over what each other are making. Simple is best. This will also help with the time factor - people like the get-together aspect of home parties but they still have other things to do with their life. Try to keep the whole thing to around an hour to an hour and a half tops.

Invite all your friends, serve some easy snacks and beverages (veggies and fruit with a couple types of dip and some iced tea mixed with lemon-aide or wine spritzers, for instance), and have some jewelry making fun. Now, I understand that you say you live at home but will your family let you have one party? If not, find a cheap space and have it there. Some restaurants will let you use their meeting room / private dining room for free. You may have to order a round of appetizers and drinks but you’ll save on the clean-up … Check around, you might be surprised at how many affordable options there really are.

You may want to charge a fee for the jewelry and if so, I suggest you collect that money BEFORE the party. If you spend a bunch of time and money putting together kits and then several people are no-shows, you’re wasting your resources. Get RSVPS and money ahead of time.

Once everyone has put together their jewelry, you can take orders for more jewelry that you will create for them OR you can put together kits that your guests can order and put together themselves.
Create some type of incentive to entice your guests to throw their own parties where they will invite their friends to their home and repeat the situation.

If you are scared of dogs, simply ask your hostesses to kennel up their pooches before you get there. Besides, if you’re having a party, who wants a puppy running around and getting in the way of the festivities anyway? It is only polite for the hostess to prepare for this ahead of time. I have a bulldog and he thinks that he should be the center of attention for all guests, and since he is big enough to knock over kids and timid people, it is not uncommon for us to kennel him up when guests come over. Your hostess should understand that this is a part of being a dog-owner.

Now, you can also expand your potential party hostess pool by talking to EVERY person within a three foot range of yourself. Get some business cards and start going up to people and asking if they would like to hold a get together.

If you find an affordable place to hold your own parties or if your family doesn’t mind you having them, schedule at least one per month and carry invitations with you everywhere and start inviting everyone you meet.

Yes, you’re going to be stepping out of your comfort zone but if you really want to do this and make money then you have to make that trade off. Eventually, it will get easier.

And don’t forget about lunch time parties at offices, activities for moms groups, church groups, birthday parties for teen & tween girls, bridal parties (f your jewelry is wedding-like, the bride and bridesmaids can all get together and create the jewelry that the bridesmaids will wear at the wedding)…. You can even put together some really easy kits and approach day cares about holding the “party” as a craft class - the kids can make something special for mom or grandma! The possibilities are endless.

Just keep thinking of new ways to market yourself and keep expanding your business. Good Luck!

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May 5, 2008 | Filed Under Advertising, Business Ideas, Managing Your Biz, Marketing, direct sales | 2 Comments 

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