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| | The Minding Your Own Business Network is not currently active and cannot accept new posts | | How Do We Find Our Target Market? | Views: 1705 | | Feb 21, 2006 5:39 am | | How Do We Find Our Target Market? | # | 
Dorez Douglas | | Hello,
My daughter and I are in the fashion business. We specialize in plus-size clothing for women. Since we are manufacturing designer-quality apparel, we're wondering what's the best way to reach the kind of women who are financially able to buy from us? I'm asking because what we're finding is that we get tons of traffic to our site, and compliments about the styles, etc. But some have contacted us to say they can't afford our prices. We do have a couple of stores that are carrying our clothing. But, we really want to boost business on the website.
Thanks in advance for any advice.
- Dorez
http://www.anr-apparel.com
Private Reply to Dorez Douglas | | Feb 21, 2006 5:56 am | | re: How Do We Find Our Target Market? | # | 
steve solem | | Hi Dorez,
I'd say the best way to market to exactly those folks you want to reach is through direct mail, because you can easily purchase mailing lists of 1) women who have bought plus sized clothing before and 2) women who make x amount of dollars a year and can afford to purchase your clothes.
Other than that, are there websites or other businesses that you know cater to affluent, plus sized women? Perhaps a joint venture with a company that sells to the same market would be an ideal way for you to get the word out.
Cheers,
Steve
www.ravedesigns.comPrivate Reply to steve solem | | Feb 21, 2006 11:34 am | | re: How Do We Find Our Target Market? | # |
Max | | Hi Dorez
I agree with Steve..the best way to do it is by direct mail which you can either mail out or design a nice e ad and send it out to as many people as you want.
The other way to do it would be to partner with other sites on an exchange basis which Im sure you are already doing.
Best of luck!
Mrinal Private Reply to Max | | Feb 21, 2006 9:02 pm | | re: How Do We Find Our Target Market? | # | 
marti garaughty | | Hi Dorez...
here is a link to some free articles & info from Jay Abraham that deals with among other topics... target marketing and unique selling propositions.
marti
http://www.garaughty.comPrivate Reply to marti garaughty | | Feb 21, 2006 9:20 pm | | re: How Do We Find Our Target Market? | # | 
GiGi Gaggero | | Dorez,
Check out this link below. If you are going to Direct Market there is a formula to weather it will get tossed or read.
I personally dislike when I get DM pieces... Unless it is a postcard format. But I use DM myself. it is very expensive. Especially when they gathering the data for you.Then you pay for the list, and the development of the marketing material. it can be worth the cost but you should do a teat and track your results. If you can capture 3-5% of your audience I would think that would be worth it.
I really think the first thing you need to do is to identify who your market is by; knowing where they shop, sleep and eat! Follow me?
Once that is identified you can move from there. Partner etc.
Where do they shop for other items in their lives.
Hair, makeup, and beauty products.Look there! And Market there! Develop a relationship that will allow co-marketing for both businesses efforts.
Good luck!
gg in San Fransisco... P.S. Loved the jean skirt!
http://www.quiet-storm.net/on-paper/direct-mail Private Reply to GiGi Gaggero | | Feb 21, 2006 10:30 pm | | re: How Do We Find Our Target Market? | # | 
Eula M. Young | | Good Day Dorez:
I would say since you have a niche or target market you should advertise in magazines that target that market. Another way is to have a e-mail blast, if you have a mailing list on your website that is a great way to send out annoucements on sales and out of season clothing, this could generate more people to buy clothing. Also you could put a survey on your website, getting more information so you could generate a mailing list to send post-cards out to people on new season items that are coming out to keep people coming back, if you are getting response that the clothing is too expensive then you are losing business, those people won't return to your sight. You want to try to get them to come back and buy something.
High End Magazine, if you are sure that is the market that you want to attract. Business magazines is another way to market to your target group.
Good Luck!
Peace & Blessings
Eula Mae
Griot's Roll Film Production & Services Inc.
www.griotsrollproduction.com
Private Reply to Eula M. Young | | Feb 22, 2006 12:00 am | | re: How Do We Find Our Target Market? | # | 
Sue Elvins | | I find this very interesting with the comments because I had just recently read an article as to how it's not worth purchasing leads and it is actually a waste of money. The article was called, "Don't Ever Waste Your Money Buying Leads"
and it was written by Daegan Smith.
The author spoke of how leads don't always guarantee they will work for you which is very true. Even though the leads may be from those who are interested in your product, that doesn't necessarily mean that they "will" purchase your product. So it brings me back to the question, how worth it is spending the money to get those leads then spend more money to put out advertising and promotional items especially if you don't have it from the get go?
For the 5 yr plus business that may be a wonderful idea for bringing in new clients. However for the brand new business who is just starting out (0 to 5 yrs), it can be a serious when making that kind of risk with their only income.
The author makes the suggestion that to rather purchase leads it's best to do the research on your target market and find out exactly what it is that they want. (i.e., what they are willing to pay, how can you improve your service to that market by the product you currently have, etc.) Sometimes it isn't always the type of product you have, it is how you sell the product that can make or break your business.
So it is a good idea to set your goals and how you want to accomplish your research - in other words, take everything in steps.
A suggestion the author gave was to do your research in a group. My thought to that was something I've studied previously in marketing and that is to have a questionnaire written and present it to a group of potential customers you feel would benefit from your items.
To give some incentive to the candidates of this questionnaire, it may be an option for a discount of their first purchase. Show them that you are willing to provide something for them if they were to provide something for you. Usually that tends to welcome volunteers.
An option that may be considered in this case is to find women who will model some of the clothing so it can be seen. That would be a very important factor in this case. Grant it not all body types will be the same however if a basic view is given it could very well make a difference on the outcome of the research.
There is more to the article than I've mentioned however it was very informative as to how researching your target market can be done without spending a lot of money, especially if you don't have it to begin with.
I cannot recall where I had located it however I'm assuming you could do a search through Google to find it.
Best of luck in building your customer list!
Regards,
Sue Elvins
A Page Or 2
www.apageor2.comPrivate Reply to Sue Elvins | | Feb 22, 2006 8:49 pm | | re: How Do We Find Our Target Market? | # | 
Biana Babinsky | | Hi,
Since your target market are women in higher income brackets, who wear plus size clothing, you should reflect that in your web site. You should have a nice, clear, upscale design. Make sure that you don't optimize your web site for "cheap", "discount" and related keywords.
Go where your customers are - create joint marketing campaigns with non-competing stores, that cater to the same target market.
You should also set up an affiliate program for your products, which will help you advertise on other web sites on the Internet.
Biana Babinsky
Want to Learn How to Promote your Business Online?
Get "Top 5 Ways to Increase your Online Sales" Report Absolutely Free Private Reply to Biana Babinsky | | Feb 22, 2006 10:52 pm | | re: How Do We Find Our Target Market? | # |
Dorez Douglas | | Thanks to each of you for your very helpful replies to my question. We will follow-up on all of these suggestions and let you know how things turn out - if possible.
You have given us some great ideas and a lot to consider, and we appreciate it so much.
- Dorez Private Reply to Dorez Douglas | | Mar 03, 2006 10:37 pm | | re: How Do We Find Our Target Market? | # | 
Reg Charie | | If you want to boost business on your website, make it simpler to use and get rid of the splash pages.
An index page is given more "weight" in the search engine results, so be sure it has content.
Splash pages do not rank.
Not only do you have a splash page but the next page in is also a splash page.
Clean up your navigation.
Make it obvious.
Never put your viewers more than 3 clicks from their finish location.
Try using a better shopping system.
www.CRELoaded.com has a free, open source shopping system that is excellent.
I have about a dozen storefronts using it.
CRE can interface with PayPal.
Tell your customers up front what shipping and taxes will be.
Having to go through the PayPal process to find out will just drive potential customers away.
Reg
DotCom-Productions
Webmaster's Resource
Private Reply to Reg Charie | | Mar 09, 2006 5:35 am | | Find YourTarget Market Ideas | # | 
Carolyn M | | I read a lot of really good suggestions and I just wanted to add something that I think will help.
You have a niche market that you can define through A Pay Per Click Adwords campaign as well as through the search engines and links from other sites that sell other non competing items that would be of interest to your target market.
I'm trying to learn how to use Google adwords myself, so I can't instruct you, yet but I do know that you can get very specific with the keywords that you choose to narrow down your audience.
For example you can select specific cities to advertise in that have more affluent residents. You can select keywords that reflect the type of clothing you offer that would appeal to your niche market. You can track your responses and see who's buying right through Google. That will help you to refine your keyword selection.
You should have a lot of keywords to start, hundreds if not thousands. Then as you see what's working, you get rid of the ones that aren't converting.
You can also find niche words and phrases people search on that aren't as popular so you can rank high in the search engines on that search term. Just pick terms that you know your desired clientle search under. I know that's easier said than done. Google has some tools to help you select terms.
Try trading links with sites that offer high end products to your target clientle. Write press releases everytime you have something new going on at your site.
Since you have stores carrying your clothing, I would also push my sales through their stores by doing a local marketing campaign to let everyone know about my line. Create enough local buzz and get free publicity. Give out your website in any publicity you get.
I hope this helps.
Carolyn
Get Prospects to Chase You!!!
http://www.solidgoldcalling.com
Private Reply to Carolyn M | | Mar 09, 2006 1:54 pm | | re: Find Your Target Market Ideas | # | 
Denise O'Berry | | Dorez --
You've received some really great advice from the experts here at MYOB.
If you decide to move down the keywords path with your website, make sure you download your copy of the free Keywords Masters PDF Course. It's really helpful and is written by Chris Lee, who is the creator of the Keywords Analyzer tool. The tool itself is priceless too. I don't know how I got along without it.
Best regards,
Denise O'Berry
Network Leader
Get your daily dose of business tips at
http://www.justforsmallbusiness.comPrivate Reply to Denise O'Berry | | Mar 26, 2006 2:27 pm | | re: How Do We Find Our Target Market? | # | 
Debbie Stanton | | Hello Dorez,
I have read through the posts and you have received wonderful feedback! What a smart group of people!!
When putting together a business building plan for those who are looking to target their niche market I suggest a combination of solutions.
1. E-mail marketing- using e-mail lists that target YOUR market.
2. Keyword optimization - Analysis and updates to your website text (content).
3. Search Engine Optimization - Analysis and updates to keyword campaigns. (Google adwords etc.)
4. Affiliate Programs and Partnerships
5. Press Releases - Use the media to generate print exposure!
6. Strategic placement of print ads
The beauty of your product is that you have a defined market! We just need to get them to your site and call them to action (purchasing clothing)!
I hope this helps!
Debbie Stanton
Diversity Builder....Make the Connection
diversitybuilder.com
615-794-5047Private Reply to Debbie Stanton | | Mar 26, 2006 5:15 pm | | re: re: How Do We Find Our Target Market? | # |
Dorez Douglas | | Dear Debbie...
Thanks so much for your suggestions...Your advice is definitely a big help to us. We have been doing a couple of these already (ie., search engine optimization etc)... but haven't placed any print ads or sent press releases as yet.
Things are starting to look up, however. We have 3 stores carrying our clothing line and 4 more have expressed interest. We're still seeking one more investor so that we can attend the fashion trade show in Las Vegas this summer. We've spoken with several industry experts and that was their recommendation. They believe our product will do very well at a trade show, because that's where the buyers come to see what's new in the fashion industry. So... that's our plan. It'll cost about $8,000 to cover everything. But, we know it'll happen if it's meant to be.
Thanks again for your advice.
- Dorez
Private Reply to Dorez Douglas | | Mar 27, 2006 2:27 am | | How Do We Find Our Target Market? | # |
Debbie Stanton | | Great news! I wish you all the best :-)
Debbie Stanton
Diversity Builder...Make the Connection!
diversitybuilder.com
615-794-5047Private Reply to Debbie Stanton | | Mar 28, 2006 9:14 am | | Dorez (re: How Do We Find Our Target Market?) | # | 
T.E.A.M. Mom! | | Hi Dorez I was just reading thru the thread and saw that you are in need of money to help raise funds to participate in a Las Vegas Trade Show? Here are some links that I compiled sometime ago that maybe of some use to you in way of securing some funding if you can not find it elsewhere. Best of Luck! Patricia
Catalog of Federal Domestic Assistance (CFDA) -
http://12.46.245.173/pls/portal30/CATALOG.FIND_GRANT_RPT1.show
_____________________________________________
Department of Commerce Grant Opportunities
http://www.commerce.gov/grants.html
_____________________________________________
Disability.gov -
http://www.disabilityinfo.gov/digov-public/public/Search.do
_____________________________________________
Federal Citizen Information Center (FCIC) -
http://www.pueblo.gsa.gov/call/loans.htm
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Federal Funds Expre$$ - Recommended sources of information for researching grants, procurement, and other resources on the Internet provided by the U.S. House of Representatives. Note: The listed sites are recommended sources of information for researching grants, procurement, and other resources on the Internet. The U.S. House of Representatives does not take responsibility for content or any subscription costs that may be incurred. http://www.house.gov/ffr/resources_all.shtml
_____________________________________________
First Gov : Here is main site link directory -
http://firstgov.gov/Citizen/Topics/Benefits.shtml#b
_____________________________________________
Grants.gov allows organizations to electronically find and apply for competitive grant opportunities from all Federal grant-making agencies. Grants.gov is THE single access point for over 900 grant programs offered by the 26 Federal grant-making agencies.
http://www.grants.gov
_____________________________________________
Grants and Resources -
http://www.lib.msu.edu/harris23/grants/federal.htm
_____________________________________________
To participate in the HUD grants program, you need to be registered with Grants.gov.
http://www.hud.gov/grants/index.cfm
_____________________________________________
IRS State Links - A collection of links to State government web sites with useful information for businesses. Whether you are already in business, just starting, or expanding to a new state - there is something here for you!
http://www.irs.gov/businesses/small/article/0,,id=99021,00.html
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National Center for Research Resources Research Funding Opportunities -
http://www.ncrr.nih.gov/rsrch_funding.asp#grants
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Office of Small and Disadvantaged Business Utilization (OSDBU) - The OSDBU is responsible for ensuring that small businesses are treated fairly and that they have an opportunity to compete and be selected for a fair amount of the Agency's prime and subcontracting opportunities.
http://www.hud.gov/offices/osdbu/index.cfm
_____________________________________________
SBA (Small Bus Ass) - United States Small Business Administration covers everything re to running, owning or wanting to run or own a business. This site also offers training, resources, news and much more!
http://www.sba.gov
Search thru the SBA Frequently asked questions site here -
http://app1.sba.gov/faqs
Starting/Planning Resources here -
http://www.sba.gov/starting_business/index.html
Programs -
http://www.sba.gov/aboutsba/sbaprograms.html
Special Services -
http://www.sba.gov/aboutsba/services.html
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Small Disadvantaged Business (SDB) - SBA's minority development programs are intended to help small businesses be successful for the future. Companies like yours, just starting or in a growth stage, can benefit from the wide-range services we offer—support for government contractors, access to capital, management and technical assistance, and export assistance—just to name a few.
http://www.sba.gov/sdb
______________________________________________
SBA - Womens Business Center
Each women’s business center provides assistance and/or training in finance, management, marketing, procurement and the Internet, as well addressing specialized topics such as home-based businesses, corporate executive downsizing and welfare-to-work. All provide individual business counseling and access to the SBA’s programs and services; a number are also intermediaries for the SBA’s MicroLoan and Loan Prequalification programs. Each WBC tailors its programs to the needs of its constituency; many offer programs and counseling in two or more languages. The following is contact information and a brief description of each WBC.
http://www.sba.gov/aboutsba/wbcs.html
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S.C.O.R.E. (Counselors/Retired Entrepreneurs)
Resources for Women Business Owners -
SCORE has assembled this list of hotlinks to useful Web sites for women entrepreneurs http://www.score.org/women_resources.html
______________________________________________
The Small Business Innovation Research (SBIR) and Small Business Technology Transfer (STTR) offer grants, info, applications and much more thru their site.
http://grants.nih.gov/grants/funding/sbir.htm
Private Reply to T.E.A.M. Mom! | | Apr 04, 2006 8:32 am | | re: How Do We Find Our Target Market? | # | 
Ghazali Ridzwan | | Hi Mrs Dorez.
I think one of the best ways to find your target market is to do some market research online.
Using the Internet, it's easy to do that now. You can always use google or any search engine to make a search on 'large body sizes', 'large clothing' , etc. to find the target market you're seeking.
Participate in forums or sites you see relating to your keyword research, and I'm sure you'll find the target market you're seeking.
All you have to do is tell this market what you are offering.
BTW, I looked at your store and it's very nice indeed.
Webguy
http://www.antaramedia.comPrivate Reply to Ghazali Ridzwan | | Apr 11, 2006 6:36 pm | | re: How Do We Find Our Target Market? | # | 
Tom Parsley | | Hi Dorez,
You are experiencing the biggest problem in marketing: how to turn "shoppers" into "buyers." There are three key components you need to fulfill to get people to buy your products:
1. Have a product this is desirable.
2. Present that product to that are people most likely to use it.
3. Make sure the perceived value of the product outweighs the cost.
It appears you have #1 covered -- your products are very good.
It also appears you are doing pretty well with #2 because your site is getting a ton of traffic. To increase the exposure to the right members of your target market, I would find out what type of woman is most likely to use your product. Write down all of her characteristics and give her a name (let's call her Sally) and a face. SHE is your target market.
Next, think about Sally and ask yourself what the best way is to reach her. Does she read the style section in the newspaper? Does she search the internet for products like yours? What TV shows does she watch? What radio stations does she listen to? Where does she shop? Does she clip coupons, etc.? Finally, what message does she want to hear? For example: "Our clothes are comfortable and make you look slimmer and more sytlish at the same time." Whatever your message, make sure it's what Sally wants to hear.
In the early stages you will need to use more intrusive media (i.e.- direct mail) than passive advertising (search marketing) to make Sally aware of your products. But once she buys and starts telling her friends about your products, things will get a lot easier for you.
Once you make Sally aware of your products, you need to develop her desire for the product by ensuring the product's value exceeds its price. This is #3 above, and it appears that you are having the most problems with this concept.
Women like your products but don't see enough value in them to warrant the high price. This is a serious issue. You either have to lower your price to make it in line with the perceived value, or you need to increase the perceived value to make it in line with the price. Or both. Simply looking for a more affluent target market is not a viable solution because they shop on value too. (If Sally was affluent she wouldn't pay a BMW price for a Chevy car, even though she could afford it.)
I would try to solve your problem first by solving this value equation so it's in balance. See if you can lower your price-point at all to try to stimulate acceptance by early-adopters. At the same time work to increase value to your product.
Remember, value is often very subjective and includes more than just the product itself. It also includes payment terms, shopping convenience, a return policy, etc. For example, some people want special features, others want exclusivity, others want cutting edge design, others want special payment terms, others want a "sale", and others want a no-risk return policy. What does Sally want?
It's your job to find out what will add more value to your value proposition so it turns shoppers into buyers. Once you do, the market will start to build and demand will start to take off. Then the dynamics of a free-market economy will take over and your prices will rise right along with the demand. And you will be very busy...and very happy! :-)
I hope this helps.
Tom Parsley
President
The Business Market
http://www.theBusinessMarket.com Private Reply to Tom Parsley | | |
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