How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers - Hardcover

Reach new and diverse customer groups and expand your market share The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business. Arguing for focusing on customer values rather than demographics, How to Market to People Not Like You reveals how you can grow business and profits by targeting those who are different from your core audience, rather than those who share similarities. * Reach unfamiliar new market segments with your products * Learn how to engage micro-segmented customer groups * Author's company was named one of the top ad agencies in the US by Ad Age Find out How to Market to People Not Like You, understand the needs and values that distinguish diverse customers, and reach their hearts, minds, and wallets.

"In our business, we need to build the brand, but we need to generate sales day in and day out, too. Kelly understands this and knows how to target consumers with marketing strategies that drive sales."
—Mark Barnes, COO, Volkswagen of America

"Kelly was my boss at my first job after college and taught me how to put into action the marketing principles I learned in school. I still use the marketing strategies I learned from her to move Nike's business forward."
—Marc Patrick, North America Brand Director,Athletic Training/Field Sports, Nike

"We use Kelly's company to guide our marketing efforts to the U.S. Hispanic market—a market critical to our future. Kelly and her team have a keen sense of the important cultural and business nuances that resonate with this customer segment."
—Roberto Martinez, Senior VP, Marketing and Strategy,Cash America International

"Kelly's understanding of customers today—and customers tomorrow—is impressive. She takes a complete look at business and helps business owners identify the steps they need to take to keep their companies healthy and relevant to the different needs of diverse customers. That's what is required for business survival today."
—Harry Hall, North America Sales Manager, DuPont Performance Coatings

"We've hired Kelly to speak at our convention four times in four years. I have yet to encounter another speaker who is as fluent in her area of expertise and able to share insights any better, or with more humor. Kelly has the extremely unique ability to personally connect with an audience and help them see what makes us all the same, but wonderfully different."
—Jay Kassing, President, Marquis