Topic for Discussion: Why is target marketing hard for many very small business owners?

Answer: It takes discipline. With today's technology, it can be done "in-house" but Joe prefers to out source the list maintenance and mailing. At least half of all the owners we have studied here use target marketing in some way because it is the most cost-effective way to reach customers.

Topic for Discussion: What does Joe include in every direct mail piece he designs?

Answer: An offer that will bring people into the dealership. The one I saw the day I was there was an offer for a free grill to anyone who just stops by. The potential customer brings the mail piece in and exchanges it for the free grill. Joe is confident that his team of sales and service people will handle every person who walks in with style and grace.

Sales people know that Rodgers is about service and that means not hard-selling every person who come in the door. Joe is also confident that he has a great product and he knows that so many people love cars, when they come to get the free grill, they may just drive home in something new.

You think about it: How do you spend your marketing dollars today? Could you be better at targeting your efforts? Do you know where you customers are and how to reach them?