Target Marketing is a key component to a business development plan to identify prospects which are specifically interested in a product or service, or are categorized by a specific product or service. If you are building a network of professionals you need to identify and build relationships with other executives who are targeting your target market but do not compete to share Ideas, Information, or Resources. Sharing resources within a target market is a component that links businesses together.

STEP 1 Determine whether you are a B2C or B2B business. Do you target Consumers or Businesses. Then what are the demographics of your target which defines your focus.

STEP 2 Complete a PROJECT 100 to determine your natural market and identify contacts who would be predisposed to refer you to their friends and contacts. You may enter more than 100 contacts. This information is for your eyes ONLY however, it should be shared with your coach if you have one. In addition to helping you identify your Natural Market, this process can be used  to launch your LINK Campaign by enabling all of your contacts to easily REGISTER as VIP members and immediately become LINKS and refer you to their friends. Your Natural Market will help you identify and build your Target Market.

Download Project100 FORM

• Open file
• Enable EDIT
• Complete form by entering contacts and completing the form.
• Enter your Name and Date Completed
• Save to an excel file
• Save a second copy titled LINK Campaign deleting all contact information except First Name, Email address, Cell Number and send to david@totalrelationshipmarketing.com to initiate your LINK Campaign.
• Go to your ACCOUNT and upload database.

DEFINITION

Target marketing is a marketing strategy that breaks a market into segments and then concentrates your marketing efforts on one or a few key segments consisting of the customers whose needs and desires most closely match your product or service offerings. It can be the key to attracting new business, increasing sales, and making your business a success.  

Key Takeaways

• Successful target marketing improves the efficiency of marketing efforts.
• Target marketing is easier than ever thanks to social media, email, and other technological advances.
• The three most common types of target marketing fall into demographic, geographic, or psychographic categories.

How Target Marketing Works

The beauty of target marketing is that aiming your marketing efforts at specific groups of consumers makes the promotion, pricing, and distribution of your products and/or services easier and more cost-effective, and it provides a focus to all of your marketing activities. The marketer becomes know within that market as a RESOURCE.

For instance, suppose a catering business offers catering services in the client’s home. Instead of advertising via a newspaper insert that goes out to everyone, the caterer would first identify the target market for its services. It could then target the desired market with a direct mail campaign, flyer delivery in a particular residential area, or a Facebook ad aimed at customers in a specific area, thereby increasing its return on investment in marketing and bringing in more customers.

Social media platforms, such as Facebook, LinkedIn, Twitter, and Instagram, have sophisticated options to allow businesses to target users based on market segments. A bed-and-breakfast business, for example, could target married Facebook followers with an ad for a romantic weekend getaway package. LinkedIn, on the other hand, is more B2B (Business to Business) oriented, so you can target businesses using a variety of criteria such as the number of employees, industry, geographic location, and so on.

Although you can approach market segmentation in many different ways, depending on how you want to slice up the pie, three of the most common types are demographic segmentation, geographic segmentation, and psychographic segmentation.

Demographic Segmentation

Demographic grouping is based on measurable statistics, such as:

• Gender
• Age
• Income level
• Marital status
• Education
• Race
• Religion

Demographic segmentation is usually the most important criterion for identifying target markets, which means that knowledge of demographic information is crucial for many businesses. A liquor vendor, for instance, might want to target its marketing efforts based on the results of Gallup polls, which indicate that beer is the beverage of choice for people under the age of 55—particularly in the 18 to 34 range—whereas those aged 55 and older prefer wine.¹

Geographic Segmentation

Geographic segmentation involves segmenting the market based on location. Home addresses are one example, but depending on the scope of your business, you could also use:

• Neighborhood
• Postal or ZIP code
• Area code
• City
• Province or state
• Region
• Country (if your business is international)

Geographic segmentation relies on the notion that groups of consumers in a particular geographic area may have specific product or service needs. For example, a lawn care service may want to focus its marketing efforts on a particular town or subdivision inhabited by a high percentage of older residents.

Psychographic Segmentation

Psychographic segmentation divides the target market based on socioeconomic class or lifestyle preferences. The socioeconomic scale ranges from the affluent and highly educated at the top to the uneducated and unskilled at the bottom. The UK-based National Readership Survey segregates social class into six categories:²

The lifestyle-preferences classification involves values, beliefs, interests, and the like. Examples include people who prefer an urban lifestyle as opposed to a rural or suburban lifestyle, people who are pet lovers, or people with a keen interest in environmental issues.

Psychographic segmentation is based on the premise that the choices people make when purchasing goods and services reflect their lifestyle preferences or socioeconomic class.³

An Example of Target Marketing

According to QSR magazine’s 2021 QRS 50, McDonald’s is the largest fast-food chain in the U.S. ranked by sales.⁴ It’s also one of the most successful examples of demographic target marketing, aiming its products at children, teenagers, and young urban-dwelling families by offering PlayPlaces & Parties, the Arch Card (reloadable cash card), free wifi, Happy Meals that include toys such as Marvel Studios characters, special promotions, and clever ad campaigns. Targeted advertising and aggressive pricing have enabled McDonald’s to capture nearly 29% of the fast-food market share in the U.S. as of the second quarter of 2022.⁵

However, around the time millennials surpassed baby boomers in 2016 to become the largest generation in the U.S. workforce, McDonald’s revenue saw a sharp decline as fast-food menu items, such as the ubiquitous Big Mac and fries, have less appeal to millennials.⁶⁷ In response, McDonald’s has altered its marketing strategy to target the millennial generation by advertising fresher, healthier menu options and upscale coffee products such as espresso

EXECUTIVE LINK – Six Degrees of Separation Playbook

How to Reach Any Executive — Step by Step

Step 1: Know Your Goal

• Who do you want to meet? (Executive’s name + company)

• Why do you want to meet them? (Clear value for them)

Step 2: Start Close

Ask your LINKs:

“I’m trying to connect with [Executive]. Do you know anyone at [Company] or close to them?”

Step 3: Bridge the Gap

When introduced to someone new:

“Thanks for your time. I’d love to hear your thoughts on [Company/Industry]. By the way, do you know [Executive]?”

Step 4: Use Connectors

Think hubs: association leaders, vendors, accountants, consultants.
Ask:

“You have a wide network in [industry]. Do you know anyone at [Company]? I can draft a short note for you to forward.”

Step 5: The Gentle Ask

When you’re close:

“I know you have a relationship with [Executive]. Would you feel comfortable introducing me?” 

Step 6: Give Back

• Thank every person who helped you.

• Share updates (“We had a great talk!”).

• Look for ways to return the favor.

Quick Recap

1. Ask who they know.

2. Follow the chain step by step.

3. Use connectors as bridges.

4. Make it easy for them to help.

5. Always say thank you.

Remember: You’re never more than 6 steps away from anyone. Stay patient, stay polite, and always bring value

👔 CEO Access Blueprint

How to Reach Top Executives in Any Target Market

🎯 Step 1: Define the Target

• WHO: Name the CEO (Company + Industry).

• WHY: What value do you bring? (Be clear and specific).

• WHERE: Which market/region are you focusing on?

🌐 Step 2: Map the Ecosystem

CEOs are surrounded by trusted circles. Look for:

• Board members

• Advisors / consultants

• Association leaders

• Service providers (lawyers, accountants, bankers)

• Senior executives in the company

👉 Your goal: reach the CEO through these trusted voices.

🔗 Step 3: Use Six Degrees

• 1st Degree: Do you know anyone inside the company?

• 2nd Degree: Who do your LINKS know that’s connected?

• 3rd Degree+: Industry hubs & associations.

Ask your LINKs:

“I’m trying to connect with [CEO’s Name]. Do you know anyone at [Company] or someone who works closely with them?”

💡 Step 4: Position Yourself as Value

When approaching:

• Keep it short & specific (“I’d like 15 minutes to share X that could help with Y”).

• Make it about them, not you.

• Bring insight, connection, or opportunity, not a sales pitch.

📣 Step 5: Multi-Channel Access

• Attend CEO-level events, roundtables, and chambers.

• Publish insights where CEOs or advisors read.

• Join associations where CEOs are members.

• Always request warm introductions via LINKS.

🪜 Step 6: The Gentle Ask

When you’re one step away:

“I see you know [CEO]. Would you feel comfortable introducing me? I’ll make it easy by drafting a short note you can forward.”

🙏 Step 7: Follow Up & Give Back

• Thank everyone in the chain.

• Share updates (“We connected — thank you again!”).

• Look for ways to return value.

✅ Quick Recap

1. Target the CEO clearly.

2. Map their circle.

3. Follow the chain through LINKS.

4. Position yourself as value.

5. Use events, associations, and referrals.

6. Ask gently, make it easy.

7. Thank and give back.

🔑 Remember: With TRM, no CEO is more than 2–3 introductions away. Stay strategic, stay relational, and always lead with value.