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

6:00 PM - 8:00 PM
Wilton Library
Rimer Room

Event Details

Please join us for a small business presentation presented by SCORE on Target Marketing.  Historically the 'sales lead generation' process has been characterized by the classic 'sales funnel' wherein the seller casts a wide net over a large group of prospective customers with hopes of connecting with interested prospects. Today’s digital world and related resources provide the seller with the means to implement more effective “targeted’ marketing with a specific benefit message to a better-defined audience. During the workshop we will:   
  • Examine the 'traditional’ approach to lead generation (the classic 'sales funnel') and its implications and limitations.
  • Present an alternative 'targeted' approach to lead generation and its benefits.
  • Discuss the importance of differentiating your product or service to enable you to compete with advantage rather competing on price.
  • Present ways in which you might differentiate your product/service, and provide several examples to illustrate this concept.
  • Discuss how to use your competitive advantage(s) to identify your 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 that has been helping businesses increase their marketing effectiveness and profitably grow sales for more than 30 years. Clients have included EG&G, Cutler-Hammer, EATON, Kollmorgen, Panasonic, and others. He founded, SCHMERSAL USA and STEUTE Meditech, serving as their COO and profitably growing each entity into a market share leader in North America. Peter 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.  Click here to be directed to the SCORE site for registration.  For more information, contact asato@wiltonlibrary.org.

Event Type(s): Library Program
Age Group(s): Adults