First of all, what is destination marketing? Target marketing is all about deciding who your ideal customer is. This will help you direct all your marketing efforts to this one person. In the end it is much easier to find “someone” than “anyone” or “everyone”.

Big companies do this all the time. A good example is Geico. Who is your target? People who feel they are paying too much for car insurance. Recently, their ads have featured motorcycle riders. Car companies also target certain types of people.

The way to start this process is to decide which Shaklee product line to focus on. An easy way to decide this is to choose your favorite. Is it the cleaning products? Is it weight loss? Are they multivitamins?

Your company has probably told you that “everyone” can use our products. That is true up to a point. Let’s focus on cleaning products. Shaklee cleaning products are great: they’re environmentally friendly, highly concentrated, and odorless. Good customers for these products are families with small children or people with sensitivities to chemicals. Someone who wouldn’t be your customer would be someone from the “old school” who believes that if the whole room doesn’t smell like bleach or Pine-Sol after cleaning, then the room isn’t clean (we all know these people).

Sticking with our example, let’s say we want to target moms who have young children and don’t want toxic chemicals in the house, but need effective cleaning solutions. Shaklee products are great for them!

Therefore, when we go online to market Shaklee cleaning products, it will be more effective to target “moms with little kids” than “anyone who cleans the house.” We want our message to be heard by those who want what we have to offer. Don’t you think it would be easier to tailor our marketing message to people who are interested in fewer chemicals? Of course it is! Think about how much easier it is to start a conversation about any topic with someone like you than with someone who is not like you. You can use words that matter to them, such as “non-toxic”, “safe to use around children”, and/or “safe AND effective”.

Then we just need to find the places online where these families are looking for safer options to clean. When we can determine where these people hang out and what they are looking for, we can work to find them. The key is to get them to come to us. Because it is much easier to “sell” someone who came to us than someone we approach without knowing if she had a need for what we are trying to “sell”.