How to Market

Target Marketing

In order to reach your audience you must first determine who they are:– Who do you want for clients?

Here are some choices to consider.

Career Obsessed Singles

High-End Clients

Double Income (No Kids)

Two-Income couples (with kids)

Seniors who own their own homes

Medically Specific

Special Needs

Single Parents

Some Thoughts on Reaching

ClientsDevelop a W>O>M>P> (Word of Mouth Potential)

Signature (a hat, a name, a story, a photo) that

people will remember & stick with it.

Offer to supply a "recipe of the month or week"

to a weekly or monthly local publication for free.

Press Releases: Newspapers, TV Station, Radio

Stations

Some Thoughts on Reaching

ClientsSpeak to Local Professional Groups at their

monthly meetings on "How A Personal Chef Can

Facilitate Your Well-Being"

Kiwanis, Women's Groups, Lawyers Clubs, Medical

Groups, etc.

Meet with Persons Responsible For Discharging

Patients from local hospitals - post surgery,

broken limbs, newly diagnosed diabetics or

cardiac patients needing low salt/low fat programs.

Some Thoughts on Reaching

ClientsOffer to rack "New Parent Resource Envelopes" for

New Parents in OB/GYN offices - it's the perfect

Gift Certificate.

Flyers

Mailings

Ads

Office Buildings (distribute flyers)

Some Thoughts on Reaching

ClientsLaw Firms

Contact Big Businesses who want their staff to work

long hours & are taking care of employees they want

to keep.

Community Groups/Church Groups/

Charity Events - offer gift certificates for auction, or

participate in Food Tasting Events

Take a walk in neighborhoods where you would like

to cook. Slip a flyer under the mat (not in the

mailbox.)

Marketing Concept

Long-term success depends on your ability to

maintain a strong body of satisfied clients while

increasing the body with new clients. Clients will

ebb and flow like the waves of the ocean. Your

steady marketing program will keep the flow steady.

The marketing concept rests on the importance of

clients. All of your policies and activities should be

aimed at satisfying the clients’ needs while obtaining

a profitable, rather than a maximum sales volume.

Marketing Concept

To use the marketing concept, an entrepreneur needs to:

1. Determine the needs of their clients (market research).

2. Develop their competitive advantages (market strategy).

3. Select specific markets to serve (target marketing).

4. Determine how to satisfy those needs (marketing mix).

5. Analyze how well you've served your clients (marketing

performance).

Then return to Step 1,

Marketing Concept

Identify Client’s

Age

Income

Occupation

Family size

Marital status

Residence

Interests and hobbies

Client’s needs:

Is the service for a limited or long-term time?

Are clients looking for quicker service?

Do clients want guarantees with the service?

How often will clients use the service? every

two, four, or six weeks?

Competition:

Who is your competition?

How many personal chef services are in

_______________ County?

What attracts clients to them?

What strengths do they advertise?

Marketing Concept

Data can also be obtained by doing your own

research through the following means: Surveys

Client Assessment Form

Customer Service Cards

The Demographic Survey

Encouraging and collecting client comments and

suggestions is an effective form of research. By

asking the clients to explain how the service

could be improved to meet their needs,

constructive market research is done, as well as

instilling client confidence.

The aim of market research is to find out

who your clients are, what they want,

where and when they want it.

Market research should investigate four

areas: clients, client needs, competition

and trends.

Market Research

Target Marketing

When the marketing strategy is developed,

determine with which client group this would be

most effective. The market is defined by

different segments:– Geographic: customers who live in certain neighborhoods.

– Demographic: direct advertising to singles, families, retirees, and

specific occupations of consumers.

– Psychographics: target promotion to the opinions or attitudes of

the clients.

– Product benefits: aim marketing to emphasize the benefits of the

service that would appeal to consumers who buy for this reason

in particular (convenience or healthy eating goals for example).

Demographic Survey –(APCA pg. 4 -11)

Would you please assist us in compiling demographic information for our new industry?

Just circle the appropriate answer.

Male Female

Age: 21-30 31-40 41-50 51-60 61-70 71-80 over 80

Employment Status: Not Employed Employed Retired

Occupation:

Income Level: to $25,000 $25-40,000 $40-60,000

$60-80,000 $80-100,000 $100-150,000

$150-200,000 Over $200,000

Education: HS BA MA PhD

Residence: Own Home Rent Intend to Buy

What is your residential ZIP Code?

What publications do your read on a regular basis?

1.

2.

3.

What is your favorite radio station?

What is your favorite TV station?

Thank you very much for sharing this information with us.