WLA/SCORE: Target Marketing — Fishing with a Spear, not a Net

Join Wilton Library for a small business presentation hosted by SCORE on Target Marketing. Historically, the classic “sales funnel” characterizes the “sales lead generation” process. With this technique, the seller casts a wide net over a large group of prospective customers with hopes of connecting with interested clients. Today’s digital world and related resources provide the seller with the means to implement more effective “targeted” marketing. Thus, a specific benefit message is provided to a better-defined audience.

During the workshop, attendees will:
– Examine the “traditional” approach to lead generation (“sales funnel”) and its implications and limitations
– Present an alternative “targeted” approach to lead generation and its benefits
– Discuss the importance of differentiating the product or service they offer to enable their competitive advantage rather than competitive price
– Present ways they might differentiate their product/service, and provide several examples to illustrate this concept
– Discuss how to use their competitive advantage(s) to identify best target customers
– Review the benefits derived from ‘Target Marketing’ vs. traditional sales lead generation

Peter Engstrom is the founder and Managing Director of Mainly Marketing, a consulting firm increasing businesses marketing effectiveness and sales profits for more than 30 years. Clients have included EG&G, Cutler-Hammer, EATON, Kollmorgen, Panasonic, and others. As the SCHMERSAL USA and STEUTE Meditech founder and COO, he profitably grew both into market share leaders in North America. Engstrom is also an Adjunct Professor in the Jack Welch College of Business at Sacred Heart University teaching various undergraduate and graduate marketing courses.

Registration is suggested online. Email for more information.