Carlton’s Successful Reseller Secret # 7
Vertical Marketing
By. J. Carlton Collins, CPA

Industry specific or vertical marketing is the most effective way to penetrate a target customer base. Many resellers are afraid to market specifically to doctors, manufacturers, retail, governments, schools, churches, contractors, distributors, etc because they are afraid that they might alienate the other industries - or miss the boat when that manufacturing brochure passes across the desk of a service organization. The truth is, targeted marketing works best. Try it.

Start by studying your local business data at http://www.census.gov/epcd/ec97/us/US000.HTM. Find an industry in your neck of the woods that is prevalent, that you know and enjoy, and that your software meets (perhaps with a third party add-on application). Prepare a marketing campaign specifically that addresses that industry. This includes industry specific brochures, web sites, biographies, mailing lists, seminars - you name it. Rotate these efforts every third month. Throw in some other industries in between.

Shhhh! - This is a well kept secret.

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