My readers know that I am a big believer in target marketing. It only makes sense. You gain momentum to your marketing efforts when you work within a target industry and market. In order to be relevant in your industry, I believe you must do some “market intelligence”. But how? My favorite strategy is courtesy of the terrific Barbara Geraghty, CSP.
Go to a few of the websites of the “big players” in your market. For example, let’s say healthcare is one of your target markets. Pick some of the larger corporations that are movers and shakers in healthcare such as Baxter Healthcare, Bayer, Kaiser-Permanente, Cleveland Clinic, a pharmaceutical company or two.
When on the home page, look for the “letter from the CEO or CFO”. Note: these letters used to be included years ago when companies mailed out their year-end reports to investors. Now of course, nothing is mailed! It’s all online, and so are the letters.
These letters that outline every challenge, key concern, even pitfall the company is facing in the coming year. It also lists the things they celebrate. We are concerned about all of these! When you find out the challenges, for example, ask yourself how your expertise has the ability to impact key concerns that the company/industry is facing?
For example, if you speak on change, and they have merged with another company, can you help them through the merging of cultures with one of your programs? If the letter mentions they have had or will be having layoffs, how could your program on productivity help them at this key time?
Reading industry publications also makes sense. I also tell my clients to read at least one copy of the Wall Street Journal every week. It gives you an idea of what is happening over all industries. You should also read the business page of your local paper every day.
Another great strategy after you have already booked an engagement is having a pre-program questionnaire that asks your client what is currently going on in their business? This lets the client know that you want to ensure that your program is meaningful and speaks to any current concerns they may have.
One of the best strategies is always to keep the lines of communication open with your clients! Doing good market intelligence is the smart business!
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Lois works with professional speakers who want to book more business, make more money and avoid costly mistakes! She can be reached in the following ways:
Lois@BookMoreBusiness.com
Phone: 314.822.8225
Twitter: @loiscreamer
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For more information on Lois’ business check out http://www.bookmorebusiness.com as well as http://www.bookmorebusiness.tv!
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