This post completes elements of intentional marketing.

I introduced all three elements and covered goals and objectives in my first post. and target markets You can access them through the links in this paragraph.

In today’s post, you’ll learn about the third element of intentional marketing: specified actions.

Elements of Intentional Marketing 3: Getting Target Market Members To Take Specified Actions

Intentional marketing can be brand marketing. This means that it promotes the business, but not with a specific purpose in mind, other than building the business brand.

Most small business owners like you can’t afford that kind of marketing. Instead you need each marketing activity to encourage target market members to take a specified action. Such actions include:

providing their contact information,

visiting a Web site, to return a post card,

making a phone call, or

buying a product or service.

As a small business owner, you need immediate results from your marketing. With intentional marketing you decide what results you need and when you need it to meet your short-term objectives and long-term goal. Then you plan marketing tactics to get those specific results.

This element works hand in hand with the first two elements of intentional marketing. Once you’ve set a goal and determined what it will take to reach that goal, you determine the steps or objectives for your journey toward your goal.

Elements of Intentional Marketing Requires Targeting Markets

Each step requires that you get target market members to do something to complete one objective. This requires that you learn as much as possible about your target market members. You need to know:

their wants and needs,

their buying habits,

the type of information that interest them,

the best appeals to incorporate in your marketing messages, and

the best media to reach them with those messages.

You can get this information with a Free Target Market Analysis, customized for your target market. Just complete the form below:

Elements of Intentional Marketing Conclusion

Once you have all three elements of intentional marketing working together, you’ll experience great improvement in the return on your marketing investments.

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Posted 7-07-08: Elements of Intentional Marketing 3:
Specified Actions

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The primary elements of intentional marketing were previewed in Elements of Intentional Marketing 1: Goals and Objectives.

Today’s post covers the second element - target markets.

Intentional Marketing Requires Determining A Target Market

Intentional marketing requires determining a target market and designing marketing efforts to reach and serve target market members.

One of the biggest mistakes that small business owners make in their marketing is trying to market to everyone. They think that is the way to reach the most people and make the most sales. But it just isn’t so. Because marketing to everyone amounts to marketing to no one.

Intentional marketing considers the target market from the design of a product, through all marketing activities, distribution, and customer service. Every decision throughout the process considers:

target market members,

what they want and need,

how to best reach them, and

how to best serve them.

Intentional Marketing Builds Relations In other words, intentional marketing is also relationship marketing. Maintaining a positive relationship with target market members should be the primary objective of all intentional marketing activities.

Intentional Marketing Is Controversial

Unfortunately, the target market element of intentional marketing is also what makes intentional marketing controversial. Some marketers target children, a particular race, or some disadvantaged market, to persuade them to make or influence decisions that are not in their best interest.

Of course such “intentional marketing” is controversial because its intention is to benefit the business with no regard for the welfare of target market members. It’s manipulative. The business may make short-term gains with such “intentional marketing.” But in the long run, it hurts more than it helps.

The more positive approach to intentional marketing, relationship marketing, helps both the business and customers. It’s mutually beneficial. The business makes money and the customers get their needs and wants met with good products and services.

The first step for this second element of intentional marketing, is to identify your target market. The second step is to learn everything that you can about your target market members in order to build mutually beneficial relationships.

If you’ve identified your target market and know its members’ demographics, you can get a Free Target Market Analysis by completing the form below:

Read more about the Elements of Intentional Marketing.

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Posted 7-16-08: Elements of Intentional Marketing 2:
Target Market

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